2000Archives Expands Its Online Channels
2000Archives is expanding online, adding W Concept and 29CM to Musinsa and EQL, shifting its social media content, and planning a pop-up store in Japan within the year.
2000Archives, the designer brand of Kyndof under chief executive Kim Seon-bin, is expanding its online channels. 2000Archives is a designer womenswear label launched in 2020 by director Hong Da-eun, a Central Saint Martins graduate, built on vintage archives.
Since May, Kyndof has been recruiting staff including veteran online merchandisers from fashion brands and online platforms, strengthening the brand's presence on domestic online platforms. With its own online store accounting for 50 percent of sales, the company wants to grow overall sales volume by adding more third-party stores. On top of Musinsa and EQL, it began selling through fashion platforms including W Concept and 29CM in August, and plans to add channels aggressively.
The brand is also changing its social media marketing. It will move away from visual marketing centered on a high-fashion sensibility and toward more mainstream content. Strengthening content built around shots of products being worn, rather than an iconic brand image, has sharply increased customer inquiries and shares.
2000Archives also plans to run a pop-up store in Japan within the year.
Based on reporting by Apparel News
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