Contents 01 Brand Overview 02 Concept 03 Distribution Channel 04 05 R&D Marketing Activity - PR Activities - AD Campaign - PR & E-commerce - Young Marketing 06 Sales Force 07 Award 01. Brand Overview Kolon Industries Kolon Sport has been a leading brand in the outdoor market for 41 years since 1973 A perfect brand for adventure Kolon Sport boasts a long tradition of supporting explorers to pioneer the untouched corners of nature. 01. Brand Overview Brand History Driven by innovation, all aspects of Kolon Sport’s business are focused on designing, producing and selling products and services with high quality, function, safety and comfort in mind. With our products, outdoor professionals can achieve their best on expeditions As well as in their day-to-day lives. 1973 1985 1988 1992 2004 2006 2007 2008 2009 2010 2012 2013 2014 Establishment of Kolon Sport The Kolon Alpine School is founded Kolon becomes the official sponsor of the Olympic Games (supplied uniforms) The F/W Gore-Tex clothing makes its debut in the local market The Challenge Team is formed The life-tech jacket I-Series is released Kolon Sport begins projects in association with UK’s Saint Martin School Kolon Sport collaborates with Arik Levy, an Israeli designer, for design work Kolon Sport makes inroads into the Chinese market Kolon Sport Lifestyle Shop opens Kolon Sport participates in China’s ISPO Kolon Sport participates in Outdoor Retailer Show in USA Flagship shop opens (Culture Station) New Slogan ‘Your Best way to Nature’ is launched Kolon Sport collaborates with French designer Jean Colonna London Harrods Innovation & Technology 2012 Exhibition 40th Anniversary of Kolon Sport Flagship store opens( Choeng Dam) Be awarded the Forbes best brand for three consecutive years 01. Brand Overview Sales Kolon Sport has grown at a 6-year CAGR of 24% to reach USD 618million in sales Kolon Sport started business in China since 2006 and recorded USD 38million in sales in 2013. Kolon Sport is operating 248 stores in Korea and 140 stores in China Kolon Sport Korea Sales Kolon Sport China Sales (USD mm) (USD mm) 38 30 618 600 579 500 CAGR 24% 497 15 397 16 302 10 242 200 8 193 5 100 0 24 20 400 300 25 2007 2008 2009 2010 2011 2012 2013 0 2 2009 2010 2011 2012 2013 02. Concept Products There are 3 different product lines and each line has its own style and purpose 1) Extreme Line CONCEPT State-of-the-art gear for professionals and experts trekking high mountain ranges, such as the Himalayas. TARGET Mountain trekking experts and professionals(Age - Main: 32-35, Sub: 27-31, 36-39) FABRIC Waterproof, lightweight, heat-retaining PRODUCTION Accounts for 18% of production 14 S/S Collection 1) Extreme Line 02. Concept Products There are 3 different product lines and each line has its own style and purpose 2) Trekking Line CONCEPT State-of-the-art gear for professionals and experts trekking high mountain ranges, such as the Himalayas. TARGET Mountain trekking experts and professionals(Age - Main: 32-35, Sub: 27-31, 36-39) FABRIC Waterproof, lightweight, heat-retaining PRODUCTION Accounts for 18% of production 14 S/S Collection 1) Trekking Line 02. Concept Products There are 3 different product lines and each line has its own style and purpose 3) Travel Line CONCEPT State-of-the-art gear for professionals and experts trekking high mountain ranges, such as the Himalayas. TARGET Mountain trekking experts and professionals(Age - Main: 32-35, Sub: 27-31, 36-39) FABRIC Waterproof, lightweight, heat-retaining PRODUCTION Accounts for 18% of production 14 S/S Collection 1) Travel Line 03. Distribution Channel Korea The sales growth of Kolon Sport is generated from both increasing number of stores and same-store sales growth Highly profitable franchise business is leading the company’s margin improvement Distribution Channels in Korea Directly Operated Stores 3 ‘07 7 ‘09 8 8 ‘11 ‘12 Outlet 11 ‘13 9 13 ‘11 ‘12 15 ‘13 Department Stores 91 58 ‘07 96 ‘09 Franchised Stores 94 148 80 123 ‘11 ‘12 ‘13 116 99 76 ‘07 ‘09 ‘11 ‘12 ‘13 03. Distribution Channel Store Identity (China INDIGO Store) Store Identity 03. Distribution Channel Special Store Identity Kang Nam Flagship Store Special Store Identity (Choeng Dam) 03. Distribution Channel China TOTAL : 136 Stores in 31 Provinces · Heilongjiang_ 9 · Wulumuqi_2 · Jilin_10 · Neimenggu_4 · liaoning_24 Beijing _39 · Tiayuan_4 · Baoding_ 1 · Tianjin_4 · Yantai & Weihai_3 · Lanzhou_1 · Shijiazhuang_ 2 · Xi'an_4 · Qingdao_1 · Xingtai_1 · changsha_1 · Jinan,Weifang,Dongying_6 · Hefei_ 1 · Nanjing_3 · changzhou_1 · Hangzhou_2 · Shanghai_ 5 · Wuhan_2 · Chongqing_1 · Shenzhen_ 3 · Guangzhou_1 04. R&D Kolon Sport is investing in R&D to maintain its reputation as an innovative brand. Life Tech Jacket - Jacket designed to save lives situations in nature - Equipped with optical fiber, compass, LED system. - Invited to Special Exhibition for Innovation &Technology, Harrods in London One of the most premium department stores in the UK held a special exhibition for Korean products for about a month during the 2012 Olympic Games. KS was invited and exhibited its “Life-tech jacket” on the window and inside the shop. 05. Marketing Activity PR Activities 13 F/W Fashion show “2023” A warehouse in a city: mixture of the past and the future. KS 13 F/W Fashion Show will suggest energetic outdoor look and wearable casual look. You will appreciate the future and the culture of the outdoor wears. 14 S/S Press PT “Beyond” 2014 SS Collection began with a simple but limitless theme called "Beyond", which represents overcoming the past, going beyond imagination and evolving in the future. All the elements of nature from the solid ground to the deep sea are embedded in the collection. Each and every theme contains the beauty of nature; starting from 'Beyond mountain', 'Tropical jungle', to the 'Immeasurable abyss'. 05. Marketing Activity Ad Campaign Advertising 2014 Print AD for Newspaper& Magazine 2013 F/W TVCF 2014 Print AD for industrial magazine 2014 Print AD for Newspaper& Magazine 2013 F/W TVCF 2014 Print AD for industrial magazine 05. Marketing Activity PR / E-Commerce In addition to newspaper and magazine advertising, Kolon Sport is also focusing on Magazine, Broadcasting PPL and E-commerce. Magazine PPL Updated mobile E-commerce 05. Marketing Activity Young Target Kolon Sport is also using EXO-K and Bora Nam as sub models and using SNS lively to attract young target Consumers. Bora Nam Pictorial for magazine Print Material : Magazine/postcards/signed poster EXO Showtime Facebook 60,160 fans 06. Sales Force Training Program of the Academy Alpine School Mountaineering Training Sales Basic Sales Excellence Sales Supervision Sales Force TFT Mountaineering Beginner’s Course for FA (Fashion Advisor) Mountaineering Guide Training FA Academy Professional Education Basic Course Junior Course Senior Course Manager Course 07. Award No.1 Brand in Korea targeting the customers 20 years or older. The superior power and value of brand granted KS to be the leading brand recognized by a Korean agency for consumer satisfaction and by Fortune. 2014 the Forbes best brand Award 2013 Korean Customer Satisfaction 고객감동 브랜드지수 1위 한국브랜드 경영협회 Asia Economy Consumer Awards The Highest Brand Award Human Science Design Award
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