Seoul's Aland un­wraps its flag­ship store in Brook­lyn

Apparel Online - - International Retail -

Aland is one the busiest high­street Korean re­tail­ers known for its qual­ity prod­ucts at cheaper prices. Set­ting its foot in the West­ern Hemi­sphere, the brand has launched its flag­ship at Wil­liams­burg, Brook­lyn. Of­fer­ing prod­ucts for the age group of 35 and un­der, the brand ex­hibits an ex­quis­ite as­sort­ment of con­tem­po­rary mer­chan­dises in the cat­e­gories of men’s and women’s cloth­ing, beauty, ac­ces­sories, and home fur­nish­ing items. Ad­di­tion­ally, an ini­tial range of the firm’s es­sen­tial brands such as small leather goods’ com­pany Fen­nec, kicky, quirky ac­ces­sories’ brand

Chi Chi, and fash­ion com­pany City Breeze are also avail­able. The en­trance of the store is marked by the ex­hi­bi­tion of Korean serums, sheet masks and mois­tur­iz­ers.

The en­trance ex­tends into the ac­ces­sories depart­ment which dis­plays em­bla­zoned socks, fanny packs, and bucket hats. On the up­per floor are the wom­enswear and menswear sec­tions, high­light­ing var­i­ous de­signs on the blurred lines of the gen­der code norm. Thus, al­low­ing the con­sumers to shop from both men’s and women’s col­lec­tions.

The shelves of the Brook­lyn store are com­par­a­tively min­i­mal­is­tic when com­pared to the dis­or­derly stores of Aland’s Seoul based lo­ca­tions. Beat­ing Zara’s in-stock re­plen­ish­ment cy­cle, ex­clu­sive Aland shops in the youth-cen­tric dis­tricts of Garosu-gil and Myeong­dong re­stock their stores ev­ery­day with de­signs that are in trend. A large num­ber of Aland’s prod­ucts are cu­rated in South Korea where they are pro­duced by the na­tive man­u­fac­tur­ing con­ve­niences which is a fac­tor that per­mits the fash­ion house to of­fer pre­mium-qual­ity prod­ucts at rel­a­tively lower cost; so much so, that max­i­mum ar­ti­cles are val­ued at less than US $ 100. The ‘value-for-money’ char­ac­ter­is­tic has helped Aland to cre­ate a mar­ket name for it­self as a prime provider of K-fash­ion. Aland Brook­lyn opened its flag­ship store at 92

North 6th Street in the re­gion’s Wil­liams­burg divi­sion. Al­though, Aland has an ex­ist­ing net­work of about 20 stores across Asia, this flag­ship marks its ini­tial lo­cal­ity in the West­ern Hemi­sphere.

The shelves of the Brook­lyn store are com­par­a­tively min­i­mal­is­tic when com­pared to the dis­or­derly stores of Aland’s Seoul based lo­ca­tions.

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