Emart's SPA 'Days' reshapes into fashion exclusive brand

Emart's SPA 'Days' reshapes into fashion exclusive brand. August. 04, 2016 07:00. by 이새샘기자 iamsam@donga.com.

South Korean discount retailer Emart's SPA "Days" is reshaping into a fashion exclusive brand. Emart said Wednesday that it will launch a new brand image and renovate into a fashion brand by pinching stars as models.

The renewed Days reinforced design to escape from its previous mart brand image. At the fall/winter collection first launching on September 9, it will promote a new men's suit line by collaborating with Italian men's suit brand Lardini. In addition, a contemporary line for working women will be launched in collaboration with leading designer Hong Seung-hwan. The stores, which had been situated within the marts, will become independent and turn into a mega shop constituting clothes and shoes among others.

Fashion industry sources say Days, the No. 2 SPA brand with annual sales of about 500 billion won (447 million U.S. dollars), will compete with No.1 ranking Uniqlo with annual sales of about 1 trillion won (900 million dollars).

An industry source said, "The two brands that had been emphasizing quality and functionality have chosen design as a new differentiated strategy. Different from fast fashion brands including Zara and H&M, Days is expected to bet on longer term trends and products that focus on designs for body shape."