South Korean fashion brand Matin Kim opens first store in HK

The South Korean designer fashion brand Matin Kim has launched its first-ever store in Hong Kong, as part of its expansion in the APAC region. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Matin Kim said this initiative aims to bring its unique brand experience to Hong Kong following its successful foray into Japan, further solidifying its presence in key markets within APAC.

"Hong Kong is a vibrant and cosmopolitan city that serves as a crucial gateway to Asia. Its dynamic fashion scene and diverse consumer base align perfectly with Matin Kim's ethos of blending urban street style with minimalist comfort. We believe that Hong Kong's appreciation for innovative and stylish fashion will resonate with our brand's offerings," added the spokesperson. 
 
Spanning approximately 1,500 square feet, the new store located in Causeway Bay showcases a wide range of the brand’s signature items alongside the latest seasonal products. The interior design mirrors Matin Kim’s distinctive rough, free, and natural aesthetic, seamlessly integrating various product details to fashion a space that encapsulates the brand’s unique identity. 
 
The store will debut with Matin Kim’s 2024 Pre-Fall Collection ‘Ready, set, ok’. This collection captures the journey of creating a seasonal collection, featuring a variety of styles such as T-shirts, leather handbags, and loafers, as well as accessories such as wallets and cardholders. From raw, behind-the-scenes moments to the precision of the final showcase, the collection finds harmony in contrasting appearances. 

In terms of marketing strategies, the spokesperson said the Hong Kong launch will focus on creating an immersive brand experience that highlights itsminimalist design philosophy and unique aesthetic.

"We will engage with the local community through VIP events, collaborations with local influencers, and interactive social media campaigns that showcase our ready-to-wear collections and accessories. Our goal is to foster a strong emotional connection with our audience while emphasizing the versatility and comfort of our pieces."

The brand also champions a trendy yet comfortable fashion culture that effortlessly integrates into daily life. Key design elements include distressed denim, intricate stitching, hand embroidery, and metallic accents, transforming basic items into casual yet chic pieces with a unique sensibility. 
 
The brand has also invited Ivy So from the local girl group COLLAR to be the first visitor to explore the new store and the early autumn collection, enabling her to immerse herself in the sought-after fashion and comfort culture cherished by Korean girls. 

The brand chose to partner with So as she shares a captivating image that aligns perfectly with Matin Kim's aesthetic, said the spokesperson. "Both embody a fresh and vibrant style, showcasing a blend of elegance and modernity."
 
To celebrate the grand opening, a Hong Kong iconic double-deck tram has been wrapped in Matin Kim’s distinctive style and shuttle between Hong Kong Island from today, symbolising the brand’s joyful arrival in the city. 

"We will employ a multi-faceted promotional strategy that includes digital marketing, social media engagement, influencer partnerships, and targeted advertising. Additionally, we plan to host exclusive event experiences that allow customers to interact with our brand firsthand, creating buzz and excitement around our offerings," said the spokesperson.

The spokesperson added, "We are thrilled to introduce Matin Kim to the vibrant fashion landscape of Hong Kong. Our brand embodies a commitment to minimalist design and comfort, and we believe that our unique approach will resonate with the city's fashion-forward consumers. With So at the helm, we are confident that we will create meaningful connections and elevate the everyday wardrobe of our customers."  
 
Launched in 2018, Matin Kim is conscious of trends while pursuing comfort and aims to create a fashion culture that can be worn in any situation in everyday life. The brand strives to harmonise a distinctive sense of freedom and a rough style within the diverse tapestry of daily fashion cultures.

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