Kodak·UFC Draw Consumer Attention... Shortened Marketing Period and Easier Promotion
What comes to mind when you think of ‘Kodak’? If you think of film or cameras, you are likely from the generation born in the 1980s. Those born after the 1990s associate Kodak with an outdoor casual brand that catches the eye with vivid primary colors. In fact, consumers who visit Kodak stores are mainly in their 20s and 30s.
At Kodak, located on the basement first floor of the new building of Gwangju Shinsegae Co., Ltd. (CEO Lee Dong-hoon), an analysis of last year’s sales showed that consumers aged 30 and under accounted for 60% of total sales. Although Kodak is a brand mainly sought after by young consumers, the history of the name Kodak is by no means short.
Kodak is a brand that contributed to the innovation and popularization of photography by producing the world’s first roll film in 1888. With a tradition spanning over 200 years, Kodak is a name that consistently appears in the history of photography, exciting photography enthusiasts with just the word Kodak until it completely ceased its business in the 2000s.
Kodak Apparel is an outdoor casual brand created by licensing the Kodak film brand. In the fashion industry, this is called a licensed brand. Licensed brands available at Gwangju Shinsegae include Kodak, UFC, NBA, FIFA, and NFL.
Kodak, leading the trend of licensed brands, recommends items such as the Chroma Breeze short-sleeve hooded anorak (139,000 KRW) and Chroma Breeze shorts (89,000 KRW), which use soft textures and cool materials suitable for wearing throughout the summer.
UFC Sports, which opened on the basement first floor of the new building of Gwangju Shinsegae in August 2023, is also gaining attention amid the popularity of licensed brands. UFC Sports was born based on the sports spirit of UFC, the global number one mixed martial arts organization. It offers various lineups including the Red Line for sports products, the White Line which includes casual wear, and the Black Line which produces premium items.
At Gwangju Shinsegae UFC, items such as the UFC Tension Big Logo Muscle Fit short-sleeve T-shirt (49,000 KRW), made with flexible and soft functional materials to maximize exercise effects, and the Poatan Relax Fit short-sleeve (59,000 KRW) featuring graphics of former UFC middleweight champion Alex Pereira, are receiving positive responses.
The distribution industry expects the popularity of licensed brands to continue in the future. This is because they can immediately leverage high brand recognition in marketing by using brands familiar to the public. Another advantage is that the history and tradition of brands like Kodak and UFC can be reflected in fashion marketing.
Lee Jeong-il, team leader of the new building at Gwangju Shinsegae, said, “Licensed brands featuring familiar names like Kodak and UFC are receiving positive responses from consumers,” adding, “Gwangju Shinsegae will continue to introduce licensed brands that attract customers.”
Honam Reporting Headquarters, Reporter Dongho Shin yjm3070@asiae.co.kr
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