At 10 a.m. on the 23rd, SpaceH Seoul, the Hazzys flagship store in Myeong-dong, Seoul. Upon entering the store, a space themed after Notting Hill in London, England, unfolded. Moving along the floors, visitors could view the spring/summer (SS) 2027 collection inspired by the vintage Portobello Market and the Notting Hill Carnival street festival.
LF Corp. held a Hazzys global ordering event that day across the entire SpaceH Seoul flagship in Myeong-dong (about 1,200㎡). Departing from the traditional approach of displaying, introducing, and taking orders for products, the event showcased spatial design, brand storytelling, and an artificial intelligence (AI)-based ordering system together. Planned so overseas buyers could experience the collection and brand identity at the same time, the ordering event was first introduced in Aug. last year and this is the third edition.
Korean elements also stood out throughout the British-style space. It presented an iconic collection inspired by obangsaek and denim products using muslin and indigo blue, and also exhibited traditional craft elements such as moon jar, mother-of-pearl inlay, patchwork wrapping cloth, and gobul motifs. LF Corp. said it blended Korean aesthetics with Hazzys' British heritage and infused them into the products and space.
A representative example is "Hazzys Blue." It realized the color transition from undyed muslin to indigo blue as a denim collection. Hazzys Blue uses denim as a single material to expand its lineup beyond jeans to shirts, jackets, and accessories. On one side, it also displayed patchwork wrapping cloth made from leftover fabric and works by a traditional seam sewing artisan.
Kim Hun, Hazzys creative director (CD), said, "Designing clothes is not simply making garments but also realizing the mood," adding, "We built the space by layering stories and focused on capturing Korean elements naturally rather than forcing them to stand out."
Another feature of this ordering event is the adoption of AI. Hazzys used AI to create a digital lookbook and runway video, and also unveiled an AI animated video featuring the brand's signature character "Harry." The content was designed so global buyers can intuitively understand the brand philosophy and the season concept.
AI was also applied to the ordering method for the first time. Hazzys built a global B2B ordering system linked to its AI-based digital lookbook. Buyers can review fit, styling, and details in the digital lookbook and then proceed to order by entering the desired product, color, size, and quantity. By enabling orders without separate paperwork or emails, it improved ordering convenience and operational efficiency.
Choi U-il, head of the Hazzys division, said, "Previously, after the ordering event ended, buyers would place orders while looking at Excel files, so what they saw on site and the brand concept were sometimes not conveyed properly," adding, "Through the digital system, we made it possible to carry what they experienced on site straight through the ordering process."
LF Corp. is also considering ways to use AI to identify fashion trends in overseas markets and apply them to product planning. As the number of overseas markets increases, the importance of a localization strategy that reflects local consumer tastes and market characteristics in products is expected to grow.
LF Corp. is accelerating expansion of its overseas business with Hazzys at the forefront. It currently operates about 600 stores in China, including adult and kids lines, and has entered Taiwan, Vietnam, and Russia. Starting with Hong Kong in Sept. this year, it is pursuing entries into new markets such as Thailand, India, and France.
Hazzys surpassed 900 billion won in combined domestic and overseas sales in 2024 and exceeded 1 trillion won last year. The company plans to strengthen strategies to deliver a consistent brand identity in each country in line with the expansion of its global business.
Choi said, "Competing on quality and storytelling rather than price is the direction for Hazzys," adding, "Creating a story from the product planning stage and proposing it by linking it to outfits and space is a competitive edge that can differentiate us from other brands."