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Korean outdoor apparel brand Nepa turns aggressive
Apr '15
Nepa, a Korean marketer of outdoor apparels plans to achieve revenue of 1.3 trillion won or $1.2 billion from the domestic as well as overseas markets by 2020 through aggressive marketing.

President of Nepa, Park Chang-Kun while sharing the Nepa 2020 vision document said, “We will become a global outdoor garment brand through investing aggressively in the next few years.”

Following insistent growth attained in the last few years, the Korean outdoor apparel market has stagnated in the last one year, prompting brands like Nepa to market aggressively and tap overseas markets.

According to Chang-Kun, they will achieve sales of 800 billion won or $737 million from the Nepa brand, 300 billion won or $276 million in Isenberg and Nepa Kids and 200 billion won or $184 million from overseas markets.

“In order to do so, the company will invest a total of 290 billion won or $267 million to strengthen its apparel designing capabilities,” Korean media reported.

Nepa will develop innovative and creative clothing products and accessories in partnership with its design studio in London and alongside also open a design studio in France.

The apparel marketer will recruit fashion designers with experience of working with global fashion brands and develop new fabrics materials in cooperation with Seoul National University Fashion Lab.

It has plans to open 500 stores in Europe and China by 2020 and is scheduled to open its first European flagship store in France in July and will be the first to do so from the Korean outdoor garment sector.

Chang-Kun also said that Nepa will partner with a company in China to develop, manufacture and market, with the first of its Chinese stores scheduled to open in Beijing and Shanghai in 2016. (AR)

Fibre2fashion News Desk - India

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