Line Friends targets Millennials with online fashion customisation platform

Line Friends, a character brand started from mobile messaging app LINE, has launched a new online fashion customisation platform where consumers can purchase personalised fashion items based on their lifestyles.

Named Line Friends Creator, the sales platform aims to provide Millennial customers with an opportunity to customise products using creative contents of Line Friends, and deliver a differentiated and fun brand experience. It is designed to meet the needs of the Millennials who value their individuality, said a press release. On the platform, consumers can freely adjust selected types, stickers and illustrations as well as choosing their preferred size, arrangement and combination of artworks.

A number of artworks depicting the charms and personalities of Line Friends characters has since been unveiled on official social media accounts to encourage responses and interactions among Millennial fans. The Line Friends Creator also provides a wide array of themed artworks based on the original character lineup, BROWN & FRIENDS and BT21, which has been popular with Millennials worldwide.

The new platform, which is launched on a global scale (except Europe) starting 19 September, offers a wide selection of trendy fashion items. They include T-shirts, sweatshirts, hoodies, canvas tote bags, and smartphone cases, which customers can select based on their needs and preferences. In addition, the "BT21 UNIVERSE" will be be showcased in merchandise for the first time. Line Friends will also unveil office, sports themes and BT21 baby smartphone cases.

According to the company in a press release, fashion items are one of the "most representative" ways for Millennials to express themselves. It added: "With the Line Friends Creator artworks that are full of wit and uniqueness, we hope that a lot of customers can enjoy creating personalised trendy outfits based on their mood, tastes, and daily lives."

Moving forward, the platform aims to become one of the most popular online fashion platforms among the global Millennials by closely interacting with them worldwide. It will continue to offer original artworks with both existing and new characters as well as wider selection of product category.

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