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Lately, shoppers are choosing satisfaction over mere price-to-performance—a concept Koreans call “ga-sim-bi,” or emotional value. As more middle-aged and older consumers look for comfortable, practical clothes, the so-called “senior SPA” market is emerging as a new fashion trend.
Against that backdrop, Fashion Group Hyungji has drawn attention by launching PICK, a new everyday line across its women’s brands. Marketed under the slogan “Everyday Standards,” PICK aims to reset the baseline for daily dressing with smart prices and practical design.
The launch kicks off with jumpers suited to the transitional season. Crocodile Lady and Chattern introduce packable jumpers focused on portability, while Olivia Hassler offers a string-hood jumper with a flattering, feminine silhouette. The packable styles fold into a single pocket for easy carry when you’re on the move or traveling. The string-hood jumper has an adjustable waist to boost styling options during in-between weather.
These pieces are designed to be lightweight layers—not just for the big day-to-night swings of the changing seasons but for indoor-outdoor temperature shifts, too. They’re practical for everyday life, travel, and light outdoor adventures.
Industry observers note that middle-aged and older shoppers increasingly demand both comfort and quality. Hyungji’s PICK line reflects that shift—positioning affordable, functional designs for pragmatic buyers.
Fashion Group Hyungji plans to keep expanding the PICK line with more value-driven everyday pieces. The collection will be available nationwide at Crocodile Lady, Chattern, and Olivia Hassler stores starting March 13.
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