S.I.KOREA

Q.As the marketing manager for Courrèges Please promote the brand.: Courrèges is a brand that offers modern and bold styles through geometric silhouettes, vinyl materials, and minimalist designs inspired by the 1960s, all centered around a futuristic and innovative identity. In Korea, considering the brand's early launch stage, we are utilizing the influence of K-content to conduct marketing that combines Courrèges' innovative heritage with the trends and contemporary sensibilities of the domestic market.
Q.What is Courrèges' unique marketing strategy to enhance customer experience?: When we opened our first store at Shinsegae Department Store Gangnam in September 2023, the marketing strategy focused on creating a multi-sensory experience to imprint the Courrèges heritage beyond a simple shopping space. The store engaged customers visually with displayed collections, through the brand’s scent with the popular perfume line, and in the music room-inspired fitting rooms where designer-selected music played. This unique experiential marketing has made the Courrèges store at Shinsegae Gangnam a standout case and continues to be mentioned in online portals.
Q.What do you think are the essential skills needed for global marketing?: I believe that understanding the global brand itself comes first.
All marketing actions executed locally have meaning only when they are reinterpreted based on a deep understanding of the brand.

Q.What kind of leader do you aspire to be in the future?: A leader who knows when to step in and when to step back!
I want to be a sensible leader who is present where needed but can gracefully step aside when it's not my place.
Q.How do you collaborate with other departments for managing the Courrèges brand?: Courrèges was launched last year as a brand representing newness for SI. Unlike my previous roles, where I led brands based on conventional wisdom and experience, Courrèges targets the MZ generation and the new generation that follows. I strive to support and complement other departments while learning and adapting myself. I aim to be a supportive force behind the scenes, although I’m not sure how well I’m succeeding in that role!

I felt a sense of fulfillment by leading the website launch, coordinating with the global headquarters, and learning new skills in the process. Please visit the Courrèges website, launched on August 13, 2024!

Q.During the preparation for the launch of the new Courrèges brand, what was the most important aspect you focused on from a practical perspective?: As a buyer, the most important aspect was selecting products that fit the characteristics of the domestic market and store. Based on my previous experience in product ordering and management, I carefully selected and ordered items from the Courrèges collection that would appeal to the Korean market and customers at Shinsegae Gangnam.
Q.When did you feel the greatest sense of accomplishment since the launch of the Courrèges brand?: Courrèges, being a relatively small company with little experience in the Korean market, required countless meetings from the first video call to the opening of the first mono store in Asia at Shinsegae Gangnam. I felt the greatest sense of accomplishment when I persuaded the skeptical headquarters at every step, successfully launched the brand in Korea, and achieved the expected sales.
Q.What does Courrèges mean to Shinsegae International?: A new challenge.