Lafuma: Equal Emphasis On Practicality And Design, Outdoor Products Are In Fashion.

Lafuma, an international outdoor brand popular in Europe and South Korea, has landed in China recently. The two largest shareholder of the brand LG Fashion and France Lafuma Group held a signing ceremony in Beijing, the establishment of joint venture Lafuma China, and the strong launch of the Lafuma China2011 spring / summer style. Mr.Joffard, chairman of Lafuma Group of France, Mr. Benjamin, LG Fashion CEO of the Republic of Korea, and general manager of Luo Xiang, the legal representative of Lafuma China, attended the signing ceremony, indicating that the two major companies will work together to promote their Lafuma brand to the Chinese market and have confidence in the brand entry.

After the signing ceremony, a wonderful model show was staged in the dynamic music, presenting Lafuma's distinctive outdoor ideas and spiritual pursuits for the guests, completing the stunning debut of Lafuma's first entry into China's T stage. In addition, Lafuma also set up a display area with the same proportion as the actual store at the event site. The outdoor clothing and outdoor facilities in the scene show were fully equipped, so that outdoor sports fans appreciated the charm of Lafuma products in advance, and felt the unique style and concept of Lafuma as an outdoor brand of the international line.

Unique brand positioning wins market favor

The brilliant appearance of Lafuma China2011 spring / summer style perfectly explains the source of this confidence. Fashion design, rich colors, close fitting tailoring, change the past black gray and monotonous style of outdoor products, giving the outdoor dress new posture, refreshing.

In fact, this kind of design oriented concept has inherited the differentiated positioning of Lafuma outdoor brands, that is, 4F characteristics. They are Fashionable (Fashion), Functional (functionality), French taste (French style) and Female-drive (leading female consumers). With its unique brand positioning, Lafuma stands out in its strong outdoor brand. Compared with men's clothing, women's outdoor clothing in the market is basically smaller in size, and has little difference in color and design. The proportion of men's and women's products in products is 7: 3, and the range of choices is narrow. But the proportion of Levma's products, male and female products, is 5: 5, which makes the space for women to choose outdoor products. The outdoor styles of women are the same as other fashionable clothes. Styles and colors become important choices. Finally, outdoor products are introduced into the category of women's choice. Lafuma's brand positioning is the most fashionable professional outdoor sports brand.

In addition, Lafuma pays attention to fashion design. It does not mean throwing aside practical quality. It uses super functional products produced by functional materials such as Gore-tex, Polartec, Schoeller, Eschler, Toray, Wind Stopper, which are internationally certified. Besides, the curve processing on elbow, knee and other parts is perfectly accorded with the requirements of ergonomics, and more emphasis is placed on the flexibility of activities.

Thanks to its distinctive brand positioning and product quality, Lafuma brand has been praised by the global outdoor product market. It has been developing from the initial production and sale of all kinds of schoolbags and outdoor backpacks to the world's enterprises that include the development and sale of footwear, clothing and various outdoor products. Lafuma has a history of 80 years and covers 45 countries and regions in the world. According to the French Sports Association survey, Lafuma is the first outdoor sport brand in Europe and France.

Localization market channel strategy reinventing brilliance

Since the Lafuma brand entered the Korean market in 2005, it has formed a close partnership with LG Fashion, and has abandoned the strategy that its regional market has been unified in the global market. It adopted the star shaped market strategy: opening up direct stores, selling at the first class and second tier cities A-level stores, and setting up concept stores according to different regions. At the same time, Loew's horse needles adopted diversified marketing methods for ordinary people and professional people, disseminate their brand ideas and establish the brand loyalty of their target customers. In 2008, Lafuma first exported products produced under the licensing authority of LG Fashion to France for sale. Since then, Le Fu Ma has developed a series of new products with LG Fashion, not only popular in the Korean market, but also highly recognized by consumers in the European market.

The newly established Lafuma China intends to learn from the successful experience in the Korean market, and use the localization strategy to take the flagship store in Beijing as the main business, and gradually operate it to the top grade department stores in the country with the direct operation of the store. Lafuma China plans to open about 30 stores in the main department stores in mainland China by the end of 2011, and achieve 1 billion yuan sales target in the Chinese outdoor products market by 2015. The two largest shareholder, LG Fashion and French Lafuma Group, are confident of their development.