Leo Burnett Shanghai appointed to launch Samsung’s 8 seconds fashion brand in China

After two rounds of a competitive pitch, Leo Burnett China has been appointed as lead creative agency to launch 8 seconds, the Korean fast-fashion brand from the Samsung Group, in China this September.

The brand prides itself on providing fashions that are so distinctive they grab consumers’ attention in just eight seconds. Since its first store opened in 2012, the brand has grown to 30 stores in Korea and earlier this year decided to expand overseas.

After its online store went on air this May at Tmall, the China leading e-commerce platform, 8 seconds called for a creative pitch in June to launch the brand in China officially. Its first overseas flagship store will open in Shanghai in the second half.

Harry Park, Retail Director of 8 Seconds said, “The China market has huge potential for us. But due to the fierce competition, we need to be both unique and creative when entering. Leo Burnett demonstrated a strong understanding of our brand, and provided creative solutions that we believe will be effective in putting 8 seconds first in people’s minds when they think of Korean fashion.”

8 Seconds believes the partnership with Leo Burnett will help open a bold new chapter in China for the brand, “We want to bring the most authentic Korean lifestyle and fashion style to China consumers,” Harry said.

As the leading agency, Leo Burnett China will work with a PR agency, and a social agency, to deliver a series of integrated campaigns starting this August.

Angie Wong, General Manager of Leo Burnett Shanghai said, “We are delighted to have the opportunity to help launch 8 seconds in China. Samsung and Leo Burnett have created a lot of impressive creative work together around the world and we believe this new task will be another exciting opportunity for us to create a successful campaign together!”