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왁티의 ‘SW19’, 공감 스토리로 팬덤 강화…회사 흑자 이끈 주역이죠

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강정훈 | 왁티 대표

“SW19(에스더블유나인틴)은 올해 매출 볼륨이 확대돼 지난해 대비 100% 이상의 매출 성장을 예상합니다. 최근 추세로 보면 내년에도 올해 매출 대비 2배 이상 성장할 것으로 기대됩니다.”

강정훈 왁티 대표(이하 강 대표)는 니치 프래그런스 브랜드 ‘SW19’의 가파른 성장세를 이렇게 설명했다. SW19과 함께 스포츠 캐주얼 브랜드 ‘골스튜디오’와 골프 브랜드 ‘매드캐토스’를 전개하고 있는 왁티는 코로나19와 골프 시장 하락이라는 이중고 속에서 지난해(2024년) 처음으로 흑자 전환에 성공했다. 그 중심에는 SW19이 있었다.

SW19은 시간에 따라 변하는 향을 통해 특별한 순간을 이야기하는 니치 프래그런스 브랜드이다.

강 대표는 “왁티는 스토리 없는 브랜드는 만들지 않습니다. 제품에 사람들이 공감할 수 있는 이야기를 담아야 팬덤이 생기고, 그 팬덤이 브랜드를 지속할 수 있게 만드는 핵심 동력이기 때문이죠.”라고 말했다.

이어 그는 “SW19이 회사의 핵심 브랜드로 성장하면서 골스튜디오와 매드캐토스에도 계속해서 힘을 쏟을 수 있게 됐습니다. 덕분에 세 브랜드가 각각 고유의 브랜드 정체성을 고수하면서 더욱 탄탄한 브랜드로 성장할 수 있는 기반을 마련하게 됐죠.”라고 밝혔다.

강 대표가 운영하는 ‘골스튜디오’, ‘SW19’, ‘매드캐토스’ 세 브랜드는 모두 다른 분야이지만, 하나의 공통점이 있다. 바로 ‘스토리텔링이 있는 브랜드’라는 점이다.

골스튜디오는 내년부터 본격적인 리브랜딩 캠페인을 펼칠 계획이다.(사진= 골스튜디오 가로수길 플래그십 스토어)

‘SW19’은 시간에 따라 변하는 향을 통해 특별한 순간을 이야기하는 니치 프래그런스 브랜드로, 새벽의 고요함부터 깊어가는 밤의 신비로움까지 각각의 향이 소중한 기억을 다시 떠올리게 한다.

브랜드의 스토리에 따라 SW19의 제품명은 6am, 8am, Noon, 3pm, Twilight, 9pm, Midnight 등 시간대별로 나뉘어져 있다.

SW19은 이달 인사동에 정규 매장을 추가로 오픈해 고객과의 접점을 더욱 강화한다. SW19 태국 방콕 센트럴 월드 매장과 SW19 한남 스토어 & 젤라또 바

◇ SW19, 국내를 넘어 글로벌로… ‘서울 시리즈’로 미주·유럽 공략
강 대표는 “SW19의 제품 스토리는 제가 영국 런던에 거주했던 옛 추억을 되살려 고객들이 쉽게 공감할 수 있는 이야기로 펼쳐집니다. 예컨대 ‘6am’은 아침이 시작되기 전 이슬을 머금은 잔디와 촉촉한 흙내음을 품은 새벽 6시를 연상케 하는 향으로 구현했습니다. ‘Twilight’은 두 가지 다른 매력의 향을 조합해 낮과 밤이 서로 물들어가는 어스름한 때를 떠올리게 합니다.”라고 설명했다.

이어 그는 “또 하나 주목할 점은 향수마다 뒷면에 삽화가 새겨져 있는데, 한 남성의 오전 6시부터 밤 12시까지의 하루 모습을 향수마다 그렸고, 흘러가는 시간에 따라 남성의 이야기가 전개된다는 점입니다. SW19의 매출 중 80~90%가 향수 제품으로 이뤄져 있는 것으로 보아, 브랜드 스토리에 공감한 고객들을 다수 확보했다는 것을 알 수 있습니다.”라고 덧붙였다.

SW19은 올해 국내뿐만 아니라 해외에서도 활발한 행보를 이어갔다. 올해 1월 이탈리아 향수 박람회에 참가한 데 이어 중국에서 개최하는 향수 박람회 ‘노트 상하이’에도 참가해 해외 바이어들의 러브콜을 받았다.

강 대표는 해외 각지에서 열린 박람회를 통해 K-향수에 대한 저변이 확대되고 있다는 것을 체감했다고 밝혔다.

국내를 넘어 글로벌에서 좋은 반응을 이끌고 있는 SW19은 이미 태국 방콕의 센트럴 월드에 단독 매장을 운영하고 있고, 일본 유나이티드 애로우즈 편집숍에도 입점해 해외에서도 만나볼 수 있다. 이와 함께 최근 대만, 베트남, 홍콩과 파트너십을 맺어 조만간 해외 진출 국가가 확대될 예정이다.

강 대표는 “SW19은 아시아권뿐만 아니라 미주·유럽을 공략하고자 기존의 은은한 향보다 좀 더 강하고 뚜렷한 향의 ‘서울 시리즈’를 이달 말 출시할 예정입니다”라고 밝혔다.

왁티에서 전폭적인 외형 확장세를 보이는 SW19은 올해만 벌써 성수 스토어, 한남 스토어, 명동 스토어를 10월까지 연이어 오픈했고, 이달 중순에는 인사동에 매장을 추가 출점한다.

국내에서는 ‘가로수길 플래그십’을 시작으로 ‘성수 스토어’, ‘한남 스토어&젤라또 바’, ‘명동 스토어’와 함께 ‘스타필드 코엑스몰’, ‘대전 갤러리아 백화점’, ‘대구 신세계 백화점’에 입점해 7개의 단독 매장을 운영 중이다. 이달 서울 인사동에 오픈할 정규 매장까지 더해지면 SW19은 고객과의 접점을 더욱 강화하게 된다.

골스튜디오는 e스포츠 구단 ‘T1’과 의류 파트너십을 맺었다.

◇ 골스튜디오, 축구를 넘어 ‘토탈 스포츠 브랜드’로 업그레이드
강 대표가 왁티를 설립한 후 처음으로 선보인 브랜드는 골스튜디오(GOALSTUDIO)다. 골스튜디오는 론칭 초기 라이선스 계약을 통해 브랜드를 전개해 나갔으나, 2020년부터는 영국 모기업 ‘골닷컴’으로부터 패션·라이프스타일 부문을 인수해 글로벌 상표권을 확보했다.

강정훈 대표는 “골(Goal)이 축구를 연상시키기도 하지만, 더 나아가 우리 브랜드는 ‘인생의 목표’ 또는 ‘꿈’을 뜻하는 의미로 브랜드 스토리를 전개하고 있습니다. 따라서 올해부터는 골스튜디오의 ‘골대 로고’를 사용하지 않고 ‘텍스트 로고’만 사용하고 있고, 내년부터 본격적으로 리브랜딩 캠페인을 펼칠 계획입니다”라고 밝혔다.

이처럼 축구를 포함한 모든 스포츠를 아우르고자 골스튜디오는 현재 K-리그 ‘대구FC’, ‘광주FC’와 함께 e스포츠 구단 ‘T1’과 의류 파트너십을 맺었다. 파트너십을 통해 각 스포츠의 팬들에게 브랜드를 알린 강 대표는 앞으로 야구나 러닝 등 다양한 스포츠와의 파트너십을 확장해 ‘토탈 스포츠 브랜드’로 골스튜디오를 성장시킬 계획이다.

그래비티 밸런스는 ‘리커버리 슬리퍼’를 4년동안 누적 40만 족 이상 판매했다. (사진= GB PRO SLIDE – STOKE CITY FC 제품)

브랜드 내 슈즈 라인 ‘그래비티 밸런스’의 인기도 주목할 만하다. 그래비티 밸런스는 특허를 보유한 ‘리커버리 슬리퍼’를 4년 동안 누적 40만 족 이상 판매할 정도로 히트를 쳤다. 강 대표는 그래비티 밸런스의 흥행 가도를 이어가기 위해 워킹화 등의 리커버리 슈즈를 출시할 계획이다.

골스튜디오는 현재 온라인 유통의 경우 자사몰과 더불어 무신사, SSG에서 판매하고 있고, 오프라인 유통의 경우 가로수길 플래그십 스토어, 스타필드 코엑스점 등의 오프라인 매장에서 만나볼 수 있다.

강정훈 대표는 “골스튜디오는 내년에 브랜드의 스토리를 충분히 이야기할 수 있는 규모감 있는 플래그십 스토어를 오픈할 계획입니다”라고 밝혔다.

매드캐토스는 고양이 캐릭터 ‘미고’를 앞세운 브랜드 스토리텔링에 재미를 느낀 골퍼들로 팬덤이 형성돼 탄탄한 고객층을 확보하고 있다.

◇ 매드캐토스, ‘골프에 미친 고양이’ 스토리로 골퍼들 사로잡아
올해로 브랜드 론칭 3년 차에 들어선 골프웨어 ‘매드캐토스(MADCATTOS)’는 고양이 캐릭터 ‘미고’를 앞세운 브랜드 스토리텔링에 재미를 느낀 골퍼들로 팬덤이 형성돼 탄탄한 고객층을 확보하고 있다.

강정훈 대표는 “골프장에 가면 길고양이들이 굉장히 많습니다. ‘골프장에 있는 길고양이들이 어디서 왔을까’라고 상상한 것에서 브랜드 스토리를 출발해 ‘도시의 길고양이들이 먹이 싸움에 지쳐서 외곽으로 도망친 곳이 골프장이다’라고 연결 지었습니다. 그래서 ‘고양이들이 골프장에 살다 보니 골프에 미치게 됐다’라는 뜻으로 브랜드명을 매드캐토스(MADCATTOS)라 짓게 됐습니다”라고 설명했다.

매드캐토스는 현재 가로수길 매장을 운영하는 것에 더불어, 주요 골프장 프로숍에 입점했다. 특히 국내 프리미엄 골프장 ‘이스트밸리’의 프로숍에서 인기를 끌고 있고, 온라인으로는 자사몰, 더카트, SSG닷컴, 무신사 등에서 판매하고 있다. 앞으로 매드캐토스는 현재와 같이 안정적인 운영을 유지함과 동시에 온라인에서 브랜드 입지를 더욱 강화시켜 나갈 계획이다.

 

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