Birkenstock boosts brand presence in Asia with start of direct sales in South Korea
Birkenstock is boosting its brand presence in Asia by taking over direct distribution in South Korea.
The German footwear brand is launching its own country specific ecommerce site as it lays the foundation for further expansion.
Considered a leading market for fashion and culture in Asia, South Korea has a growing domestic market that is characterised by a variety of young, creative designers as well as an appetite for heritage Western brands.
Having made its debut in the country a few years ago. Birkenstock will now be launching its on online shop. This will be followed by the opening of its own stores and an expansion into selected department stores in the spring of next year.
The online store will sell an extensive selection of Birkenstock’s classic and seasonal styles, including the premium line 1774 and some styles created exclusively for the South Korean market.
The brand will also be introducing the My Birkenstock membership programme, which gives members access to the latest collections, birthday vouchers and other exclusive benefits.
The sales relaunch will be accompanied by a repositioning of Birkenstock in South Korea in the premium segment, with a focus on a younger target consumer group. This will include raising brand awareness through regional content on its website and local social media channels, as well as through collaborations with selected local artists, fashion brands and influencers.
Birkenstock’s business in South Korea is led by Raoul Wortmann, managing director Japan and Korea.
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