By  on June 20, 2018

In the luxury marketplace, can the solid branding strategy of a newcomer compete with heritage brands?

The success of Gentle Monster would suggest so. Launched in 2011, the fashion eyewear brand is already well-known for its innovative, artistic retail spaces, where the focus is on the story of the particular store, rather than the product, with some flagship stores not even carrying eyewear on every floor. Gentle Monster chief executive officer and cofounder Hankook Kim, a former curator and professor with no prior fashion experience, developed the company to become one of the fastest trending fashion brands in Asia, and last year the company received investment from L Catterton Asia, the largest and most global consumer-focused private equity firm in the world.

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