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Leading the Senior SPA Market
On March 13, Fashion Group Hyungji unveiled PICK, a value-driven line launching across its women’s labels—Crocodile Lady, Chatren and Olivia Hassler—with lightweight transitional jackets as the debut pieces.
Branded with the slogan “Everyday Standards,” PICK sets out to redefine what everyday dressing should be by offering high-quality pieces at honest prices.
Putting everyday wearability first, Hyungji studied customers’ daily clothing habits to design garments that hold up through frequent use. The company focused on consistent quality, practical features and a price structure customers will recognize as genuinely fair.
For the PICK launch, Hyungji introduced a packable jumper from Crocodile Lady and Chatren, and a drawstring-hooded jumper from Olivia Hassler as the line’s first offerings.
The packable jumper uses a clever construction that lets the entire garment fold neatly into a single pocket, blending portability with function. The drawstring-hooded jumper emphasizes a feminine silhouette, making it an ideal spring layer.
These pieces are designed for everyday life as much as for travel and outdoor activities. Hyungji paid special attention to routines like carrying a light outer layer during big temperature swings or when moving between indoor and outdoor spaces.
With PICK, Hyungji plans to target pragmatic, value-conscious shoppers by combining the core strengths of Crocodile Lady, Chatren and Olivia Hassler into one accessible collection.
“PICK isn’t just about cutting prices,” a Hyungji representative said. “It’s a distillation of the company’s expertise—built over more than 30 years—into a collection that truly understands women’s lifestyles. We’ll continue to roll out high-value everyday essentials and, as a frontrunner in the senior SPA market, set a new standard for the industry.”
Meanwhile, PICK items have been available at Crocodile Lady, Chatren and Olivia Hassler stores nationwide since March 13.
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