Kolon FnC 'Elrod', Kicking Off S/S Season... Differentiation Through Luxury Branding

[Asia Economy Reporter Eunmo Koo] Kolon Industries FnC Division (Kolon FnC)'s premium golf brand Elrod announced its rebranding for the 2022 Spring/Summer (S/S) season by releasing a pictorial featuring actress Lee Bo-young.

Elrod's strategy is to differentiate itself through "high-end luxury" branding based on authenticity and heritage in golf. This decision comes from the need for new market analysis as traditional golf wear brands show weakness despite the growth of the golf market.

Since its launch in 1990, Elrod has led the market as an authentic brand for golfers for over 30 years. This year, Kim Su-jeong, the creative director responsible for the global luxury golf brand G/FORE, is overseeing Elrod's S/S design. Starting this season, Elrod plans to establish itself as a luxury total golf brand encompassing both everyday life and golf through comprehensive rebranding of concept, target, and design.

Elrod also released a pictorial with actress Lee Bo-young under the concept of "Secret Garden." Elrod's S/S collection this year, which completes Lee Bo-young's golf fashion, is inspired by the light and colors of nature changing with the seasons. It consists of three main collections?Romance, Paper, and Sea Current?and an online-exclusive premium lifestyle line called the "D?liz? Collection," characterized by a modern yet elegant atmosphere.

Elrod is running a promotion offering discounts and additional benefits for purchases above a certain amount on products worn by Lee Bo-young. Detailed information can be found on Elrod's social media (SNS) and official online mall.

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