— HowToTrip Interviews KOLON SPORT Global CEO Yoon Jae-hyun
On July 17, 2013, in the fashion- and artsy 798 Art District, the renowned Korean outdoor brand KOLON SPORT presented an avant-garde 2013 autumn/winter media preview for attending guests. Themed “2023,” the 2013 autumn/winter media preview showcased Korean style that was both fashionable and trendsetting. Design elements such as patchwork and linear garment designs also highlighted the unique brand identity that KOLON SPORT has established in the outdoor market.
Display of Travel Product Line
Q:KOLON SPORT’s previous products have emphasized a strong sense of fashion and trendiness. So, what characteristics and advantages will KOLON SPORT’s products bring to the outdoor market to attract more consumers? Will they lean more toward fashion, outdoor functionality, or achieve a balance between the two?
A:Outdoor brands generally emphasize two aspects: functionality and fashion. KOLON SPORT wants to convey that our products strike a balance between the two. In the past, the brand focused more on product functionality, but as the outdoor brand and market have evolved, while we continue to highlight the functional aspects of outdoor gear, we also aim to present a sense of fashion in product design. We want to excel in both areas.
Although KOLON SPORT is arguably one of the top brands in Korea, we are still in the initial stages in the Chinese market. To be specific, KOLON SPORT currently has 100 stores, with plans to expand to 160 stores by the end of this year, and we hope to have 500 stores nationwide by 2016. That is our development goal for this phase. However, at present, some competing brands may already have more than 500 stores, and in three or four years, they might reach 700, 800, or even more. Although we may not lead in store numbers, I hope that in terms of product fashion, functionality, and other aspects, we can show a certain trend of development and aim to lead other brands in these two areas.