Elleme

BASIC ELLE is a baby and children’s brand within the Korean licensing business of ELLE, a brand originating in France, and is not a line derived from Elleme, the Paris-based accessories brand. Korean company Agabang introduced it in 2001 and developed it as a new-generation infant and children’s clothing brand targeting outlet customers, before carrying out a brand renewal in 2010. While ELLE PLANETE focuses on women’s everyday casualwear and ELLE SPORT covers sports and leisure, BASIC ELLE is categorized as a licensed brand specializing in clothing and products for infants and children. It is not a sub-line complementing Elleme’s bags, shoes, and ready-to-wear.

ELLE SPORT is a sports and leisure brand that emerged from the licensing business of ELLE, a fashion brand originating in France, and belongs to a separate brand lineage from Elleme. In South Korea, F&F operated it as a licensed brand in the women’s sports-casual segment and announced in November 2011 that it would cease production before the license agreement expired. The agreement’s expiration date was stated as December 31, 2012, and F&F’s production operations in South Korea came to an end. Compared with ELLE PLANETE’s everyday casualwear and BASIC ELLE’s baby and kids’ offerings, it was positioned for sports and leisure use, and was not part of Elleme’s lineup of bags, shoes, and ready-to-wear.

ELLE PLANETE is a diffusion line for the Japanese market that emerged from the licensed expansion of ELLE, a fashion and lifestyle brand originating in France, and is not a derivative brand of Elleme. It extended ELLE’s brand image into basic everyday wear primarily for women, French casual styles, and shoes, with a product range for daily use that also included kids’ wear and some menswear. While BASIC ELLE served infants and children, and ELLE SPORT served sports and leisure, ELLE PLANETE was positioned to serve everyday family wear and town use. It belongs to a brand lineage separate from Elleme’s bags, shoes, and ready-to-wear.