Hazzys举办27SS全球订货会并首次引入AI订货系统

At the Hazzys flagship store "Space H Seoul" in Myeong-dong, Seoul, on the 23rd, an artificial intelligence (AI) video of brand character "Harry" traveling around Seoul played on a large screen. When an AI-rendered runway video followed, overseas buyers curiously pulled out their phones to capture the screen. Various parts of the store were decorated as spaces reminiscent of "Portobello Market," the vintage store district in Notting Hill, London, and a festival, adding a lively atmosphere. The buying fair, held to review and order next spring/summer (SS) collections, resembled a kind of showcase combining new product displays with a brand experience.
Hazzys, LF's premium casual brand, is holding its "27SS Global Buying Fair" at Space H Seoul from the 22nd of this month to the 7th of next month. The event is an advanced version of the brand-experience buying fair first unveiled last year, significantly strengthening K-heritage content that reflects storytelling and Korean sensibilities. During the event, some 200 global buyers and renowned creators from key markets including Russia, China and India are expected to visit.
The theme of this buying fair is "Notting Hill, the Color of London." Inspired by Notting Hill's Portobello Market and "Notting Hill Carnival," Europe's largest street festival, the entire space was infused with vivid colors such as green, pink and yellow. It was arranged so that as visitors move floor by floor, they can naturally experience the collection along with the seasonal flow from spring to summer.
The Iconic Room on the 1.5th floor introduces the brand's signature products in five colors drawn from Korea's obangsaek (traditional five cardinal colors). By placing the brand's most basic yet core products, the company plans to operate the room as a permanent exhibition space even after the buying fair. In the "Hazzys Blue" space on the 2.5th floor, the brand expressed Korean aesthetics in a modern way through a denim exhibition modeled on the curves of a moon jar and collaborative works with Park Young-ae, a Needlework Master designated as a National Intangible Cultural Heritage.
Kim Hoon, Hazzys global creative director (CD), explained this buying fair by saying, "We wanna build story." The strategy goes beyond simply showing new products to deliver space, content and cultural experience together as a single brand asset. "Making clothes is not just about design but also about presenting the atmosphere and culture the clothes carry," Kim stressed.
Overseas buyers who visited the site praised this buying fair for strengthening product competitiveness and brand storytelling. Inga Bykova, CEO of Russian distributor LR Retail, said, "Hazzys is a brand that already has high recognition among local consumers," adding, "This collection is composed of products suited to the Russian market, and the denim line in particular is expected to receive a good response." She continued with a smile, "Clothes are not simply objects but a medium that delivers emotion to consumers," saying, "The festival concept was so well executed that it made me feel like going on vacation right away."
The company also changed its ordering method. Hazzys introduced an AI-based ordering system for the first time at this buying fair. Previously, buyers had to look at product catalogs and enter style numbers and color codes one by one on separate order forms. Now, an order is completed simply by selecting the desired product image in a digital lookbook and then entering the quantity. AI automatically links the product image with order information such as style number, color and material, allowing orders to be placed immediately without a separate code search or input process.
Choi Woo-il, head of the Hazzys business division, said, "The existing manual work took a long time, and the process of reconnecting order information with products seen on-site was cumbersome," adding, "The AI ordering system not only shortens ordering time but also reduces input errors and can provide an ordering environment tailored to the currency, exchange rate and language standards of each country and client."
Hazzys is also accelerating its global expansion. It currently operates around 800 stores worldwide, including about 600 stores in China, 18 in Taiwan, nine in Vietnam and two in Russia. It will open its first store in Hong Kong in September this year and plans to enter Thailand and India next year. In France, it is in talks with a local partner, and it is also reviewing entry into the Middle East.