Over 100 billion KRW, ‘Dynafit looking forward to 2020!’
- Date2020/01/06 10:25
- Hit 8,371
Over 100 billion KRW, ‘Dynafit looking forward to 2020!’
Monday, Jan. 6, 2020 | By Kwak, Sun-mi, kwak@fashionbiz.co.kr
Dynafit (Chairman Young-Hun Jung) easily surpassed 100 billion KRW in annual sales.
This figure was reached within 10 months from March(beginning of the fiscal year) to December last year and it was made in three years since its launch. As the official fiscal year ends February this year, the exact one-year sales are expected to easily exceed 100 billion KRW.
The secret behind Dynafit's good performance seems to have been good synergy in three areas: product, distribution and marketing. In particular, the rapid expansion of shops, a place to interact with the consumers, has had a strong impact on growth. Dynafit, launched in 2017, currently has more than 150 stores, opened for less than three years, with 60 new openings last year alone. It has focused on major distribution channels in Korea, including three major department stores, to enhance consumer accessibility and quickly establish a friendly image.
Sales are also on the steep side of the market. Monthly sales at major stores such as Lotte Department Store Busan, AK Plaza Suwon and Shinsegae Department Store Gangnam branch are approaching 400 million KRW. In 2018, the company opened a flagship store at Gangnam Station, aiming to become the center of the Gangnam Sports Road.
Securing a number of best-selling items representing the brand was also a major factor. Shortly after its launch, it has continued to introduce a new concept of "training suits" with the dignity of suits while maintaining the function of athletic wear and succeeded in establishing a line of products for Dynafit. Based on the excellent quality that satisfies the consumers, the entire product line has been evenly promoted.
In addition, marketing activities that fit the brand concept helped create an authentic sports brand image. Dynafit quickly caught up with the changing sports trend from team sports to individual sports, strengthening its position as a performance brand optimized for one-man sports such as running and training.
On top of that, TV programs featuring sports such as "The Strongman: The Battle of the Animals" and "Dynafit Fire baller Championship" also worked positively. In addition, it has been actively sponsoring sports such as signing a large-scale sponsorship deal with SK Wyverns, a professional baseball club, at the largest amount in the history of a single professional sport in Korea. Through these activities, Dyanfit is expanding their interaction with professional sports.
"Dynafit has been trying to become a brand that meets the needs of consumers who need athletic expertise and functionality from the beginning of its launch," said the Dynafit official. "We will continue to introduce differentiated products and marketing campaigns that lead the trend of sports lifestyle."
Monday, Jan. 6, 2020 | By Kwak, Sun-mi, kwak@fashionbiz.co.kr
Dynafit (Chairman Young-Hun Jung) easily surpassed 100 billion KRW in annual sales.
This figure was reached within 10 months from March(beginning of the fiscal year) to December last year and it was made in three years since its launch. As the official fiscal year ends February this year, the exact one-year sales are expected to easily exceed 100 billion KRW.
The secret behind Dynafit's good performance seems to have been good synergy in three areas: product, distribution and marketing. In particular, the rapid expansion of shops, a place to interact with the consumers, has had a strong impact on growth. Dynafit, launched in 2017, currently has more than 150 stores, opened for less than three years, with 60 new openings last year alone. It has focused on major distribution channels in Korea, including three major department stores, to enhance consumer accessibility and quickly establish a friendly image.
Sales are also on the steep side of the market. Monthly sales at major stores such as Lotte Department Store Busan, AK Plaza Suwon and Shinsegae Department Store Gangnam branch are approaching 400 million KRW. In 2018, the company opened a flagship store at Gangnam Station, aiming to become the center of the Gangnam Sports Road.
Securing a number of best-selling items representing the brand was also a major factor. Shortly after its launch, it has continued to introduce a new concept of "training suits" with the dignity of suits while maintaining the function of athletic wear and succeeded in establishing a line of products for Dynafit. Based on the excellent quality that satisfies the consumers, the entire product line has been evenly promoted.
In addition, marketing activities that fit the brand concept helped create an authentic sports brand image. Dynafit quickly caught up with the changing sports trend from team sports to individual sports, strengthening its position as a performance brand optimized for one-man sports such as running and training.
On top of that, TV programs featuring sports such as "The Strongman: The Battle of the Animals" and "Dynafit Fire baller Championship" also worked positively. In addition, it has been actively sponsoring sports such as signing a large-scale sponsorship deal with SK Wyverns, a professional baseball club, at the largest amount in the history of a single professional sport in Korea. Through these activities, Dyanfit is expanding their interaction with professional sports.
"Dynafit has been trying to become a brand that meets the needs of consumers who need athletic expertise and functionality from the beginning of its launch," said the Dynafit official. "We will continue to introduce differentiated products and marketing campaigns that lead the trend of sports lifestyle."