Nautica has signed a licensing agreement with Amanex for the manufacture and distribution of a performance lifestyle collection available exclusively in Korea. The collection will include men’s and women’s performance apparel and accessories including backpacks, socks, hats, gloves, underwear and scarves. The items are designed to be functional with water resistant qualities and technical fabrics.
Prices will range from $60 to $600 and the plan is to open between 75 and 100 Nautica accounts by 2016 with distribution in in-store shops in department stores and freestanding Nautica units.
“We believe that the wide assortment of men’s and women’s apparel and accessories will meet the Korean consumers’ need for a stylish yet functional performance product,” said Karen Murray, president of Nautica, a division of VF Corp.
“The outdoor market in Korea is booming and we are working very hard to present Nautica as a performance lifestyle brand. We are very sure that with this approach, Nautica is uniquely positioned to succeed in the market,” said Byung Goo Choi, chairman of Amanex.
To introduce the brand to the Korean market, Nautica will use South Korean actor Lee Byung-Hun and actress Oh Yeon-seo to star in its new ad campaign. The collection will also be supported by print, online, broadcast and outdoor advertising.