Money Today Reporter Jeong In-ji | 2023.10.15 07:30
Hyori Lee Reebok Teaser Image/Photo = LFLF launched padding, a key item in the fashion market, a year after taking charge of the Reebok brand business. Lee Hyo-ri, who returned as an advertising queen, is the model to stimulate a retro sensibility. LF is completing Reebok’s category by expanding its business area to include winter padding, following last year’s tennis court shoes and this year’s S/S (spring/summer) season’s windbreakers. On the 13th, Reebok selected Hyori Lee as its brand ambassador and released a teaser video. In the advertisement, Lee Hyori appears wearing the ‘Lee Hyori Pump Padding’, which will be released on the 27th. This is a padded jacket with a bulky silhouette and glossy design inspired by Pump Technology, Reebok’s own sneaker cushioning technology. In the ad, Hyori Lee wears a short padding in black and orange, but it will be released in various colors and lengths. In addition, mid-length Reebok classic padding, short-length remastered padding, vector padding, and glossy crop padding will be released.
Reebok is well-known as a sportswear brand with over 100 years of history, but has not achieved much growth since it was acquired by Adidas in 2006. Reebok’s global sales actually grew from 1.979 billion euros in 2006 to 1.767 billion euros in 2021. As Adidas transferred Reebok to Authentic Brands Group (ABG) in 2021, and ABG transferred its Korean business rights to LF last year, Reebok began to regain its vitality again. LF is using Reebok to target the MZ generation as demand for young people’s sportswear, such as gofcore look (a style that uses outdoor clothing as daily wear), increases.
In fact, the ‘Club C 85’, a tennis court shoe that was re-released last year, was popular not only with the 30s and 40s generation, but also with the 10s and 20s generation who like retro, with its classic and vintage mood from the 1980s. More than 70,000 units of ‘Club C 85’ have been sold since sales began in October last year.
Maseokdo Windbreaker/Photo = Cream Capture Starting this year, we started to focus on clothing. The ‘Union Jack Windbreaker’ and ‘Vector 93 Racing Windbreaker’ released in February were sold out within about a month of launch, and the ‘Short Sleeve Anorak’, a summer product of the ‘Vector 93 Racing Windbreaker’, has also enjoyed high sales since its launch in May. It is showing. In collaboration with the movie ‘Crime City 3’, we produced a realistic version of Detective Maseokdo’s (Ma Dong-seok) windbreaker from the movie, which sold out and was even sold at a high price in the resale market. The so-called ‘Maseokdo Windbreaker’ had a regular selling price of 139,000 won, but was recently traded for 600,000 won on the resale platform Cream. Distribution channels are also rapidly expanding. Currently, there are 32 stores in department stores and shopping complexes nationwide, and plans are to expand to 40 stores in the second half of this year. An LF official said, “Online and offline sales are coming out evenly through offline stores centered on department stores and shopping malls, and online malls such as Reebok’s official online store and Musinsa.” He added, “In the second half of the year, when clothing consumption is increasing, we will continue to provide a variety of products to consumers.” “We will expand our contact points,” he said.
[저작권자 @머니투데이, 무단전재 및 재배포 금지]
2023-10-14 22:30:00
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