S.I.KOREA

A brand can shine briefly with its title alone,
but maintaining that success for a long time is impossible
without good communication

Q.What is the concept of the Vuori brand?: The concept of Vuori is a new perspective on performance apparel. Is it necessary to commit to exercising, prepare workout clothes, change, and then start?

Vuori offers performance wear that allows you to engage in active moments whenever you want, even if just for a brief moment during daily life, and seamlessly return to your routine. The Vuori Cherry Blossom Run was started with this idea in mind. We wanted people to enjoy the act of running in nature during this beautiful season without focusing on setting a specific goal for the run.

The positive response exceeded our expectations, and we plan to continue offering small and enjoyable events close to everyday life, making the brand even more accessible and enjoyable.
Q.What do you think is the most important leadership quality that a brand manager should possess?: I believe the most important quality a brand manager should have is communication. A brand can shine briefly with its title alone, but maintaining that success for a long time is impossible without good communication.

Not only within the team, but also with other departments—when collaboration is seamless, the brand can truly flourish. The connections within the company are ultimately about people, and working together allows us to take bigger steps forward. Internal unity serves as the foundation that keeps us steady amidst competition with countless other brands.
Q.What do you think is the most important aspect of the business relationship with the brand headquarters?: I have been the brand manager for various brands including Vuori, Chrome Hearts, Yohji Yamamoto, and Alexander Wang over the years.

SI has always built mutual loyalty with brands, growing and sharing ups and downs over the long term. Many brands, including those I’ve managed, continue to maintain strong ties with SI, and this tradition resonates with new brands as well. A business relationship that combines professionalism, tradition, and loyalty is not easily shaken. I believe this foundation at SI allows us to continue showcasing excellent brands with mutual respect.

Q.During the preparation for the launch of the new Vuori brand, what was the most important aspect you focused on from a practical perspective?: I was most curious and focused on who would respond best to Vuori. Since the brand and the sports category itself were unfamiliar, I considered many factors from the customer's perspective while planning product orders and promotions.

Unlike most brands where a small number of customers drive sales, Vuori is a long-tail brand that requires high sales volume from many customers due to its lower average purchase price. I reflected this characteristic as much as possible, leading to positive results.
Q.What is Vuori’s unique strategy for maximizing customer experience?: Vuori, as an athleisure brand, has the unique advantage of engaging with customers in various ways. We can provide premium customer experiences focused on VIPs with luxury sportswear or offer shared experiences like the Seoul Run and Cherry Blossom Run, creating a playful atmosphere. Our goal is to blend these elements effectively to expand the versatility of the brand, delivering satisfaction and comfort to all our purchasing and wearing customers.

Q.What are the key design elements that capture Vuori’s unique vibe in the store designs?: I believe that Vuori’s interior design emphasizes warmth, setting it apart from other sportswear brands. Instead of a masculine, overly dynamic, or cold atmosphere often associated with sportswear, Vuori incorporates a welcoming California vibe through wood finishes, warm-tone gray paint, and plant displays.

This creates an inviting environment that attracts customers and allows them to enjoy shopping comfortably and for longer periods.
Q.Which task requires the most time in store design work? What took the longest when opening Vuori stores?: The task that takes the most time in store design is revising the drawings. The completeness and detail of the drawings are crucial to prevent issues during the construction phase.

For international brands, coordinating with the headquarters can take a considerable amount of time. Adjusting design elements, finishes, and details to suit on-site conditions is a lengthy process. For Vuori, the coordination of finish materials took the longest, as we had to make multiple revisions to reflect the color and texture of the wood finishes.
Q.What pre-preparation activities would you recommend to applicants interested in store design roles?: The most important skill in store design is the ability to accurately understand the needs of both the brand and the consumer. Store design should effectively express the brand's unique identity while meeting consumer needs to maximize synergy. It is essential to go beyond simply referencing design photos by visiting and analyzing actual stores.

Practice designing stores for your favorite brands and regularly observe customer behavior in stores. Understanding which design elements lead to sales is crucial. Additionally, gaining hands-on experience by overseeing project construction sites is also necessary.

Q.As a representative of SI employees, you attended the Vuori Cherry Blossom Run event. Could you share your experience?: It was wonderful to participate in the 'Vuori' Run held at Namsan, where cherry blossoms were endlessly blooming. The phrase “the beauty of life” is one of the meanings of cherry blossoms, and running in the beautiful scenery while wearing comfortable Vuori clothes made me feel that Vuori's values and the symbolism of cherry blossoms align perfectly.

I believe many runners who participated felt the same way. It was an experience that highlighted the value of being together.