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The Italian luxury golf wear brand Filippo Piana is set to participate in the Shinsegae Department Store Golf Fair with a pop-up event. The event will also feature a fan signing with entertainer Jo Se-ho and professional golfer Na Byeong-kwan.
Filippo Piana announced on the 15th that it will open a pop-up store at the Shinsegae Department Store's Gangnam branch from September 25th to October 22nd. The Shinsegae Department Store Golf Fair is often seen as a key barometer for new golf wear trends, and this year, Filippo Piana has been selected as a featured brand.
Filippo Piana is a luxury golf wear brand that originated in Biella, a small city in Northern Italy renowned for centuries as a center for high-quality wool and fabric processing. The brand deliberately avoids mass production, instead opting for a strategy of limited, handcrafted production using meticulously selected fabrics. This focus on rarity enhances its premium branding.
In South Korea, the brand initially pursued a differentiated distribution strategy, establishing itself as a "hidden luxury brand" by focusing on prestigious golf courses like Trinity and The Star Hue. Starting last year, it began broadening its public reach by opening a flagship store in Cheongdam. This year, it unveiled its more accessibly priced "Blue Line," a strategic expansion targeting a younger generation and new consumer base with the goal of "popularizing luxury golf wear."
The upcoming pop-up at Shinsegae will showcase the brand's adaptability and market presence through the Blue Line collection. It will also feature new Fall/Winter season products, along with signature knitwear and technical pants.
A representative from FP Biella Korea stated, "Filippo Piana is not simply selling golf wear. We are focused on delivering the spirit of Italian luxury and craftsmanship to our Korean customers." They added, "This pop-up store will be an important opportunity to gauge Filippo Piana's position in the Korean market."
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