"CJ OnStyle Targets 'Camrini' and 'Golini' with Strengthened Sports Fashion in Second Half"

Timberland Photo Shoot.

Targeting Camping and Golf Beginners, Large Outdoor Brands Newly Recruited
'Reorganizing Brands like Jean-Michel Basquiat and Eddie Bauer' and Launching Mobile-Exclusive Products

[Asia Economy Reporter Kim Yuri] CJ OnStyle announced on the 22nd that it will exclusively recruit major outdoor brands such as 'Timberland,' 'Merrell,' and 'Ed Hardy' for home shopping, targeting the MZ generation (Millennials + Generation Z) who enjoy outdoor activities like camping and golf. By reorganizing existing sports license brands and strengthening the competitiveness of the sports fashion category in the second half of this year, the goal is to achieve approximately 100 billion KRW in sales in this sector by the end of the year.

On the 23rd at 7:35 PM, the global lifestyle outdoor brand 'Timberland' will be introduced exclusively in the home shopping industry. A total of five items, including fall new products such as fleece jackets, fleece vests, outdoor T-shirts, and sneakers, will be showcased. CJ OnStyle will also exclusively operate the outdoor brand 'Merrell,' featuring rising star Song Kang as the model. Next month, they plan to sell Merrell’s hit items such as fleece jackets, heavy goose down jackets, and hiking boots.

They are also focusing on the rapidly growing golf wear market. The golf line of the global brand 'Ed Hardy,' imported by Shinsegae International, will be exclusively developed. These products, sold simultaneously at Lotte Department Store Dongtan branch’s Hanstyle store and 'SI Village,' feature trendy golf wear utilizing Ed Hardy’s artwork. In mid-October, exclusive items from the golf wear brand 'Adabat,' with actress Oh Yoon-ah as the model, will also be introduced.

In the second half of this year, CJ OnStyle plans to strengthen mobile sales products and establish the identity of the existing sports license brands 'Jean-Michel Basquiat' and 'Eddie Bauer.' Operating about 160 items from approximately 35 sports brands, including new brands, they aim to achieve about 100 billion KRW in sales by the end of the year. 'Eddie Bauer' plans to enter the online select shop 'W Concept' with products such as Karakoram and knitwear.

A CJ OnStyle official said, "By quickly securing trendy sports products, we will become an outdoor fashion channel favored by the MZ generation."

This content was produced with the assistance of AI translation services.