kolon sport story

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