LF "Strengthening Brand-Centered Management... Building a Strong Fandom"

[Asia Economy Reporter Eunmo Koo] LF announced its management strategy goals for this year, focusing on strengthening brand-centered management, establishing an organizational culture of autonomy, creativity, and innovation, and securing future growth engines through selective and concentrated investment.

In its New Year's address on the 2nd, LF stated that due to high interest rates, tightening financial markets, and the full-scale onset of economic recession, the economic situation is expected to be more uncertain than last year. Despite these uncertainties, the company plans to achieve differentiated customer value realization and continuous growth through a more precise understanding of the market and customers, swift and autonomous decision-making, and brand-centered management.

To this end, LF emphasized prioritizing customer satisfaction centered on brands and strengthening brand-centered management. The detailed strategies include understanding target customers, enhancing communication with consumers, and transforming the organizational structure around brands. The company aims to focus all its capabilities on building a solid customer fandom rather than merely selling products. Through this, LF plans to actively nurture mega brands that grow steadily regardless of economic fluctuations.

LF will also focus on establishing an organizational culture of autonomy, creativity, and innovation. The company will reorganize its structure from divisions to business units to grant decision-making autonomy, enabling flexible responses to rapidly changing markets. It plans to enhance organizational capabilities by innovating internal processes so that all members, regardless of rank, status, or seniority, can work and achieve results based on their own ideas, passion, and abilities.

Finally, LF announced it will pursue a two-track strategy to continuously discover and nurture future growth engines alongside these growth strategies. Through continuous brand investment, it aims to develop Hazzys and Daks into mega brands while positioning its sports business, online brands, and import distribution business as new core growth sectors. Alongside the brand business, LF plans to grow LF Mall into an independent lifestyle specialty mall and significantly strengthen internal and external digital capabilities to simultaneously advance work systems, culture, and customer services.