Burberry launches golfwear in Korea

Korea, a test bed for the latest IT products and cosmetics, has now become an experimental ground for fashion. Burberry Golf launched its first shop in the world at Lotte Department Store's downtown store last month to be followed with a second shop in Jamsil, southern Seoul.

Whereas in other countries golf-wear is sold in pro shops and resorts, in Korea it is sold in department stores," said Jamie Powell, Burberry Golf brand manager, at the official launch ceremony held at the British ambassador's residence on Monday. The brand will introduce four seasonal collections each year, and it opened in Korea with the summer collection for men and women featuring thistle print and oversized checks.

Burberry Golf encompasses a wide range of products from shoes to polo shirts to specially commissioned golf clubs, aiming to be more than a lifestyle brand. "We are a technical brand," said Powell, explaining that while the majority of Burberry Golf products are made of natural fabric, the clothes incorporate features to ensure that they are breathable, hold their shape and offer UV protection. "Golf-wear is a new emerging market for Burberry. We are in the process of discovering who our customer is," said Powell.