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HomeDaily NewsFashion밀레, '기능성 헤리티지'와 '젊은 감성' 투 트랙 전략으로 시장 공략
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밀레, ‘기능성 헤리티지’와 ‘젊은 감성’ 투 트랙 전략으로 시장 공략

모델 아이브의 '레이' 활용한 마케팅 적중, 일부 다운 아이템 품절 양상

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By 이동천 기자
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밀레는 신규 고객을 위한 ‘젊고 신선한 이미지’와 기존 고객을 위한 ‘기능성 헤리티지’ 이미지를 모두 강조하는 이원화 전략을 통해 브랜드의 성장을 도모하고 있다.

아웃도어 브랜드 밀레가 기존 고객층을 유지하는 한편 젊은 모델과 혁신적인 제품 개발을 통해 신규 고객층을 확보하는 투 트랙 전략을 강화하고 있다. 유통망은 대리점 사업 기반을 더욱 공고히 하는 동시에 수익성이 낮은 유통 채널은 정리하고, 검증된 상권에 새롭게 매장을 추가하는 등 내실 다지기에 집중하고 있다.

밀레는 올해 어려운 경기 속에서도 11월 초 현재까지 매출이 전년도와 비슷한 수준을 유지하고 있는 것으로 파악됐다. 하지만 남은 11월과 12월이 아웃도어 성수기인 만큼 매출 성장에 집중해 올해 목표한 매출을 달성한다는 방침이다.

모델 아이브의 ‘레이’를 통해 젊고 신선한 이미지를 한층 강화해 최근에 출시한 일부 다운 아이템이 조기 품절 양상을 보이고 있다.

밀레는 전반적인 가두 매장 상황이 좋지 않은 상황 속에서도 효율적인 유통망 운영에 나서 소기의 성과를 달성하고 있다. 판매 물량의 경우도 안정적인 운영에 초점을 맞추고 있지만 매출 드라이브가 필요할 경우 대비 가능한 전략을 강구해 병행하고 있다. 또한 밀레는 브랜드 특성상 백화점 유통이 수익을 내기 어렵다고 판단, 최근 일부 백화점 매장을 자진 철수하면서 유통구조 개선을 통한 체질 강화에도 적극 나서고 있다.

나아가 밀레는 상품 및 마케팅 전략을 이원화해 투 트랙 전략을 활용하고 있다. 먼저 젊은 층을 타깃으로 한 제품 라인은 브랜드 모델 걸그룹 아이브의 레이를 앞세워 적극 홍보하면서, 동시에 젊고 트렌디하게 디자인을 강화하고 있다. 이와 같은 젊은 층 제품 라인의 경우 현재 비중은 크진 않지만 점진적인 확대를 추진하고 있다. 다음으로 기존 아웃도어 제품 라인은 메인 유통인 대리점에서 꾸준히 판매되는 인기 제품들을 지속적으로 개발해 매출을 높이는 중심 역할을 하도록 하고 있다.

밀레는 아웃도어 신발에 지속적인 투자를 단행하고 있다. 기존 스테디셀러 디맥스(사진)를 계속해서 강조하는 동시에 프랑스 밀레와 협업한 새로운 신발 파이로셀(Pirocell)을 내년 SS시즌에 출시할 예정이다.

또한 수입 제품 라인은 뛰어난 기능성에 아웃도어 활동에 전문성을 지닌 제품들로 아웃도어 액티비티를 진정으로 즐기는 고객들에게 다가가고 있다. 현재 수입 제품은 약 10개의 직영점과 온라인을 통해 유통되고 있고, 높은 호응 속에 점차 확대가 이뤄지고 있다.

대표 신발 디맥스 이어 파이로셀 론칭, 유통망 효율화 집중
밀레는 아웃도어용 신발 개발에 지속적으로 투자하고 있다. 기존 스테디셀러 ‘디맥스(D-MAX)’는 계속해서 업그레이드해 출시하고, 새롭게 내년 SS시즌에는 프랑스 밀레와 협력해 미쉐린 타이어 기술을 활용한 신제품 ‘파이로셀(Pyrocell)’을 출시할 예정이다. 또한 내년 봄 의류 콘셉트는 ‘로맨틱 하이크’로 설정하고, 여성 고객에게 특화된 제품들을 대거 선보인다는 전략이다.

밀레는 내년에 여성 라인을 강화해 매출 성장에 드라이브를 걸 방침이다.

밀레는 안정적인 매출 발생을 위해 면적이 큰 매장의 경우 밀레 외에 회사가 전개하는 몬츄라(Montura), 루디프로젝트(RudyProject) 등도 함께 구성한 복합 매장으로 변화를 주고 있다. 현재 청계산, 광양, 서수원, 김천 등 전국에 6개 매장이 복합 매장으로 운영되고 있다.

한승우 전무는 “최근 브랜드 모델 ‘레이’를 앞세워 출시한 ‘MT 콜드제로 시테 다운’ 등이 젊은 층으로부터 인기를 얻으면서 몇몇 제품은 조기 품절 양상을 보이고 있다. 내년에도 젊고 신선한 브랜드 이미지를 위한 마케팅을 이어갈 방침이다. 또한 기존 고객을 위한 브랜드의 정체성과 헤리티지를 강조하는 제품도 새롭게 개발해 출시할 계획이다. 이처럼 당분간 이원화된 제품 전략을 유지하면서 점진적으로 젊고 신선한 브랜드로 발전해 나갈 방침”이라고 밝혔다.

밀레는 대리점 중심 유통 전략을 계속해서 고수하면서 비효율 매장 정리, 신규 매장 추가 오픈을 병행할 방침이다.(청계산 직영점)

한편 일본 밀레는 2026년 3월 일본 하라주쿠(原宿)에 2층 규모의 대형 매장을 오픈한다. 이 매장은 하라주쿠 가장 중심지에 위치해 주목을 받을 전망이다. 해당 매장 오픈에 맞춰 한국의 유명 브랜드와 콜라보레이션을 준비하고 있다. 이처럼 한국 밀레는 프랑스, 일본 등 글로벌 밀레와 협업을 통해 브랜드의 정체성과 헤리티지를 더욱 강화해 나갈 계획이다.

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