Who.A.U., stands for Who Are You, a South Korean brand with a passion for the California lifestyle, is the latest contender entering the already-crowded teen-young adult category. Who.A.U. is embarking on an ambitious U.S. launch strategy, with plans to open 12 to 18 stores in the first year. “Who.A.U. could eventually be as big as Hollister,” predicted Daniel Pang, executive vice president of U.S. operations for the South Korean group. Hollister has 416 stores in the U.S. Get ready, Abercrombie & Fitch, Hollister and American Eagle Outfitters — there’s another new competitor coming to America. Who.A.U. in November will open its first store in a 4,100-square-foot space at Stamford Town Center in Stamford, Conn. via WWD
Hmm…another California lifestyle store competing with Abercrombie & Fitch, Hollister and American Eagle Outfitters, not a big fan of this trend but I know a lot of teens are. Are you anticipating this launch?