CJ O Shopping Launches US Outdoor Fashion Brand 'Eddie Bauer'

[Asia Economy Reporter Cha Min-young] CJ ENM O Shopping Division announced on the 19th that it will introduce the 100-year-old American outdoor brand ‘Eddie Bauer’ to Korea for the first time.

Eddie Bauer is an authentic American casual outdoor brand that boasts a vintage yet free-spirited sensibility. It launched its first store in Seattle in 1920 and is celebrating its 100th anniversary this year. Currently, it has over 370 stores in North America and offers a variety of products including casual lifestyle lines, functional performance lines, casual apparel, and specialized mountaineering clothing. Recognized for its professional garment manufacturing technology, it has produced air force flight parkas, Antarctic expedition gear, and Everest climbing outfits.

CJ ENM O Shopping Division plans to carry out all processes from new product development planning, material selection, to marketing such as photo shoots in close consultation with Eddie Bauer headquarters. Although Eddie Bauer is an exclusive brand of CJ ENM O Shopping Division, it will also be sold through external channels to expand contact points with millennial customers. Starting from the 24th, it will begin sales on 29CM and CJmall, followed by fashion specialty malls such as LFmall and Musinsa, offering T-shirts, short pants, sweatshirts, hoodies, leggings, socks, bucket bags, camping chairs, and more.

Next month, CJ O Shopping broadcasts will sell the brand’s representative products such as fleece jumpers and Karakoram down jackets. The fleece jumper features a classic check pattern design and stretch windproof lining. The Karakoram goose down is a reproduction of the mountain parka specially made by Eddie Bauer in 1953 for the American K2 expedition to the Himalayas.

Park Myung-geun, team leader of the Fashion Sports Team at CJ ENM O Shopping Division, said, “With the acceleration of the athleisure trend, there is increasing preference for sportswear that can be worn for multiple purposes,” adding, “We plan to present products that combine highly active casual outdoor wear with trendy designs through Eddie Bauer, appealing not only to existing generations but also to young millennials.”