BSRABBIT(bsrabbit.co.kr), a street style brand, is accelerating its customer reach toa global scale in response to requests of
fans outside Korea. The brand's one-of-a-kind designs are now available to English-speaking customers through itsEnglish website.
BSRABBIT's collection carries a range of street style items and snowboard clothing.
All 50 pieces of the collection are designed and made in Korea.
This aligns withBSRABBIT's brand identity that emphasizes Korean style and production in Korea.
In 2010, BSRABBIT emerged as a rising star in the e-shopping industry. Self-taughtdesigner and BSRABBIT founder,
CEO Song Eun-Sun, jumped into the streetfashion world with just two clothing styles that she made herself.
CEO Song said, "At the time, all I had was my dream to show the world my owndesigns and
about 4,400 USD(5 million KRW) for opening an online specialty mall." She explained, "Starting from a young age, I studied fashion illustrations andscoured the sewing and printing production lines at clothing factories," and added, "I have come a long way since then – BSRABBIT is now working with a factoryseasoned in the trade."
CEO Song initially targeted customers in their 20s. But today,
demand is also risingamong a wider age group spanning from customers in their teens to 30s.
Suchacceptance has allowed the brand's sales to leap two-fold every year.
CEO Song Eun-Sun of BSRABBIT
The secret to drawing customers was in the integration of street style withsnowboarding clothing.
CEO Song made sure to maintain American street style inher product designs while adding her unique sense of style.
She increased thepracticality of her products by using waterproof material. As a result,
the brandearned popularity among loyal customers through word of mouth.
This year, BSRABBIT took its first step to go global by launching the
English versionof its site through global e-commerce platform, cafe24(www.cafe24corp.com/en).
BSRABBIT's marketing strategy of merging its products with Korean street cultureplayed a big part in
attracting international customers.
Promotions with renownedartists and appearances in music videos sped up its acceptance in the globalarena.
Currently, CEO Song is preparing to open BSRABBIT's Japanese site.
She believesthat Japan will be a vital strategic point for the brand,
considering that there is asmuch high demand for street style clothing in Japan as there is in Korea.
CEO Song said, "My goal is to nurture BSRABBIT into a brand that speaks to globalcustomers and
their individual cultures" and added, "BSRABBIT's strengths inquality and exceptional design will aim to
channel the best of global street
cultureand eventually captivate more diverse audiences around the world."
Staff Reporter Yoon, Heeseok | email@example.com[Copyright ⓒ 전자신문 & 전자신문인터넷, 무단전재 및 재배포 금지]