LF Revamps 'Lafuma' as an Online Brand to Target MZ Generation

by Lee Seungjin

Published 14 Jul.2021 11:24(KST)

[Asia Economy Reporter Seungjin Lee] LF announced on the 14th that it will relaunch its traditional outdoor brand ‘Lafuma’ as an online distribution-based ‘outdoor athleisure’ brand targeting MZ generation (Millennials + Generation Z) customers.

Amid growing expectations for outdoor-related lifestyles, LF decided to relaunch Lafuma after about two years to respond to the changing demands of the market and consumers. Lafuma will fundamentally transform its brand identity by refocusing on consumers aged 25 to 35 as its core customers, while implementing a fast and differentiated brand strategy on online distribution channels familiar to this demographic.

Lafuma has set ‘Plus Value,’ meaning ‘value that creates a better life,’ as its brand slogan and will mainly offer ‘outdoor athleisure looks’ that combine style and functionality. Characterized by trendy fits and unique graphic designs, the brand emphasizes restrained sophistication by adding point colors to a monochromatic base. The product lineup includes clothing and footwear as well as bike shorts, poncho raincoats, bra tops, and leggings suitable for various outdoor activities such as hiking, trekking, and camping.

Starting with the ‘Pre-Fall Collection’ consisting of about 30 products, Lafuma plans to expand its diverse lineup for the Fall/Winter 2021 season, including a lightweight padded series with stylish designs and fresh collaboration products with street fashion brands that MZ generation consumers can enjoy. Lafuma’s 2021 Pre-Fall Collection is available through online channels such as LF Mall, Musinsa, and Naver Brand Store, with prices ranging from 70,000 to 110,000 KRW for tops and 90,000 to 130,000 KRW for bottoms.

Kim Hyuk, Executive Director of LF’s Sports Division, said, “Lafuma has transformed into an online-based outdoor athleisure brand with strengths in stylish design and modern sensibility to quickly meet the demands of customers pursuing a better life through various outdoor activities. Under the brand’s new philosophy of ‘providing customized value for the diversified lifestyles of individual customers,’ we will establish Lafuma as a brand leading the unique lifestyle trends of the millennial generation.”

Meanwhile, to commemorate the relaunch as an online-based brand, Lafuma is offering a 10% discount and an additional 10% discount coupon to customers who purchase new products on LF Mall until the 26th. Additionally, a review event will be held where five customers who write product reviews will be selected to receive a Lafuma bucket hat.