ALAND is a multi-brand lifestyle store in the moderate price zone, targeting the mass market. ALAND sells lesser known brands in Korea, which include emerging young Korean designer brands, social responsibility brands, and other emerging domestic and overseas brands. Recently, ALAND has encountered a problem—it has not been profitable even though it is popular with young consumers. The CEO of ALAND needs to revise categories and product lines, and develop a private-label brand that can increase net profits. This case study challenges students to devise product categories and lines which reflect the target consumer’s fashion choices and lifestyles.