– Acquired copyright in China and Japan, targeting global ‘Young & Rich’
-Planning of clothing other than directly imported items
-Achieved 100 billion won in sales in the second year of launch
-‘Disruptive luxury’ concept, MZ popularity
Kolon FnC signed a master license agreement for China and Japan with the American global golf wear brand ‘G-Fore’. Photo provided by Kolon FnC
Kolon FnC signed a master license agreement for China and Japan with the headquarters of the US global golf wear brand ‘Gpore’. It has acquired not only domestic copyrights but also Chinese and Japanese market copyrights from the licensing headquarters (licensor), and is characterized by taking on the challenge of the Asian market using Korea as a base.
Gpore is a designer golf wear brand launched by Massimo Giannulli in 2011, and was first launched in Korea in 2021 by Kolon FnC. The business is being carried out by directly importing supplies such as golf shoes and golf gloves, while Kolon FnC directly plans and designs clothing products. It is a system that plans clothing products with a focus on products that clearly display brand characteristics and heritage, and achieved sales of approximately 100 billion won in the second year of launch in Korea. Under the brand concept of ‘disruptive luxury’, the existing golf wear market The company explains that it has created a strong brand fandom through differentiation strategies such as targeting the countless 3544 Young & Rich customers.
●Pursuing sophistication and localization strategies
Based on these achievements, ZFore will be launched directly in China and Japan starting from the spring and summer season of 2025. The strategy is to further expand the high-end branding that has been firmly established in Korea, including products, marketing, and stores, and to strive for localization through detailed marketing at customer contact points.
In China, brand repositioning is being carried out with the goal of expanding into a high-end sports brand encompassing golf. Kolon FnC is attempting to establish itself as a luxury brand in China by focusing on lifestyle shoes and accessories as well as G-Fore products introduced by Kolon FnC. The goal is to open 30 stores over the next five years, mainly in cities with high spending power. We will also strengthen target marketing for local consumers so that they can experience the brand’s signature colors and innovative designs.
In Japan, the company is strengthening its identity as a high-end golf wear brand through a one-brand strategy. Focusing on opening stores in premium shopping malls such as Ginza Six, the goal is to open 12 branches in major cities within 5 years. Customer contact points within the store also focus on customer experience to convey the high-end brand image that Korea GForre has established.
Yoo Seok-jin, CEO of Kolon FnC, said, “With the Gpore China and Japan master license agreement, Kolon FnC’s branding and design capabilities have been confirmed.” He added, “In the future, we will become a partner for overseas expansion of not only our own brand, but also various domestic and foreign brands.” “We will continue to make efforts as much as possible,” he said.
Reporter Jeong Jeong-wook [email protected] See more of this reporter’s articles
What specific marketing strategies is Kolon FnC implementing to effectively attract young, affluent consumers in the Chinese and Japanese markets?
1. The article highlights Kolon FnC’s recent success with G-Fore’s expansion into China and Japan. Can you tell us more about the strategies they used to secure the master license agreement and how they plan to localize the brand for these markets?
2. What are some of the specific challenges that Kolon FnC faces in positioning itself as a “disruptive luxury” brand in the highly competitive Asian luxury market, particularly in China and Japan?
3. Can you explain how Kolon FnC plans to balance maintaining the brand’s heritage and authenticity while also appealing to younger, more trend-conscious consumers in these markets?
4. How does Kolon FnC’s experience in the Korean market help or hinder their expansion plans for China and Japan?
5. How do you see the role of digital marketing and e-commerce platforms in the success of G-Fore and other luxury brands targeting young and wealthy consumers in Asia?
6. With the goal of reaching 30 stores in China and 12 stores in Japan over the next five years, what kind of physical retail experiences can we expect from G-Fore?
7. what do you think are the key factors that have contributed to Kolon FnC’s overall success in the sportswear industry, and how do you see this translating to their expansion into new markets?
