Wrangler makes strides towards South Korea
Following on from the success of fellow Kontoor-owned brand Lee in the South Korean market, B.Cave (previously known as Barrels) is to build on its resultant “trusting relationship” with Greensboro, North Carolina-based Kontoor Brands by directly launching Wrangler in South Korea next month, local media have reported.
The brand will first launch via e-commerce platforms including an official website and online Korean boutique W Concept, according to sources familiar with the matter. In order to build momentum, a collaboration with US guitar maker Fender will also be teased at the end of March.
B.Cave will initially focus on raising Wrangler brand awareness among Millennials and Gen Z (collectively known as the MZ generation in South Korea), it said.
Image: Wrangler Europe via Instagram.
