SOUTH KOREA. Lotte Duty Free has collaborated with 1Million Dance Studio (One Million) to launch the latter’s fashion brand Singular, beginning with an online presence and a pop-up store at Lotte World Mall in Jamsil, Seoul.
1Million, described as the world’s largest dance studio, is led by renowned choreographer Lia Kim. It has 26.3 million subscribers on YouTube, 1.6 million followers on Instagram and is highly popular not only with Koreans but also foreigners who comprise some 70% of its students, underlining the hot enthusiasm for K-pop, Lotte Duty Free noted.
Foreign customers account for about 84% of total Lotte Duty Free sales. The company said its K-pop marketing has contributed to the global K-culture craze, prompting the relationship with Singular.
As the name implies, Singular targets those who wish to express their individuality and freedom.
1Million Co-Founder, dancer, choreographer and trainer Lia Kim played a lead role in Singular’s design, applying her accumulated dance knowledge to fashion.
Singular features a stylish and comfortable design aimed at the Jalpa generation (Gen Z + Generation Alpha) who enjoy dance culture.
All Singula products can be purchased at Lotte Internet Duty Free and the official online mall. To commemorate the brand launch, a pop-up store was opened on the first basement floor of Lotte World Mall on 9 November, running until 24 November.
1Million team members, including Lia Kim, attended the opening event. They will also serve as salespeople during the pop-up’s operation.
The placement of stone objects and mannequins reminiscent of runways allows customers to experience Singular’s identity. The pop-up offers a variety of products including bodysuits, chest vests and everyday wear such as long-sleeve T-shirts, oversized hoodies, jogger pants and cargo pants.
An associated promotion will offer free tickets to the 1Million Dance Studio to those purchasing products at the pop-up.
Lotte Duty Free plans to open a second pop-up boutique from 28 November at the Myeong-dong flagship store in Seoul.
Lotte Duty Free Head of the New Growth Business Division Namgung Pyo said: “We have launched our first fashion brand, Singular, in partnership with 1Million, which is popular with the Jalpa generation and foreigners.
“We will strive to enhance brand competitiveness so that customers can fully express their individuality through Singular in the future.”
Diversifying from core duty free
In related news, Lotte Duty Free is introducing a variety of new businesses, focusing on non duty-free sectors, to secure future competitiveness.
In August, it officially opened the B2B platform KATZ, which connects K-fashion brands with global buyers, and opened an offline showroom in Tokyo, Japan.
In addition, the Tokyo Ginza store was reopened in October after an extensive renovation, bringing in a large number of K-brands that are popular with Japanese locals; Musinsa, described as Korea’s no.1 fashion store; plus Japanese products favoured by foreign tourists. ✈
