Fashion/Style
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Aggressive fashion marketing in Korea

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Written by On September 29, 2011

“Fast fashion with an urban mind-set,” this is Donna Karan’s philosophy when designing her luxury clothing line emphasizing New York lifestyle. So, why set up shop in Seoul? What do these two metropolitan cities have in common, other than the fact that they are the most populous cities in their respective countries?

Well, for one, Karan’s collection is about lifestyle and aesthetic functionality. Koreans’ “highly developed fashion sense and desire for sophisticated luxury,” as described by Mark Weber (Donna Karan International’s chairman and chief executive officer) marks them as valued consumers with distinguished tastes. This isn’t surprising considering that they are among the world’s best-dressed and, in their own right, are being recognized as a fashion forward nation, not only by Donna Karan but also by other luxury fashion brands whose shops line Cheongdam-dong (a.k.a. Rodeo Street) in Seoul’s Gangnam district.

Now, how does this entail Kpop?

Among the 100 press members, 15 stylists, and 16 models who attended the exclusive DK Fall Collection Presentation, held this past September 6th, were 5 VIP celebrities: former member of S.E.S., Eugene (Kim Yoo-jin) and actresses Song Yoona, Ko So Young, and Ko Hyun Jung.  Their arrivals were broadcasted through live feed on two 10-foot LED screens.

The event was an exclusive presentation showcased the the international partnership between Donna Karan International and SK Networks (the fourth largest chaebol in South Korea). Nothing to fuss about at all, right? Well, there are huge implications about this partnership, particularly for the entertainment industry.

Korea is a company that runs on idols selling merchandise. Take the Dior skincare campaign featuring Girls’ Generation:

South Korea is one of the world’s fastest growing economies and fastest growing developing countries. This is impressive considering centuries of historical back-and-forth between China and Japan, followed by a devastating Korean War. South Korea, in three decades, has become one of the 20 main economies with major influences in the global market. Its economy mostly depends on international trade and, along with Samsung and LG, one of their most significant exports is K-pop, its mainstream culture. Yet, despite this fact, its influence on foreign markets like the US, Japan, Canada and Australia is at an inchoate state.

Dior Snow is available at department stores in the US like Nordstrom, Bloomingdales, and Macys yet the SNSD ad campaign only runs in Asia. An apparent sign that, although there is an interest in South Korea, K-pop idols have yet to reach a significant level of popularity on a global scale. Choosing Tiffany or Jessica may just be a typical marketing strategy but that is no reason to feel discouraged. This is business after all. Partnerships and contracts are ultimately founded on the beneficial exchange between all parties. By choosing K-pop idols to represent them, the major luxury brand recognizes how much influence these idols have in Korea as well as other Asian countries. It also demonstrates how important it is for their consumers to have familiarity with the product. There’s no need to prove the high-end quality of a luxury brand but identifying with the client is absolutely necessary.

DKNY’s release event at the Kring Creative Culture Space, launching its 2011 Fall/Winter Collection last August, may just have been a customary event initiating the opening of their flagship store in Seoul. That among those to attend were award winning drama actresses like Lee Si Young and Lee Hana as well as f(x)’s Sullie and Krystal just could’ve been mere publicity. After all high-end skincare products and luxury fashion lines (along with water purifiers) don’t sell themselves. The line between K-pop idol and spokesperson; music video and product endorsement is blurred. Sometimes the CF works and sometimes it just falls short. Yet, at some level, K-pop’s influence is shaping South Korea’s international presence and will continue to do so for quite a long time.

(fx.musicasia, sknetworks, donnakaran)

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  • kimi

    I’m not a tiffany hater but that commercial must be one of the worse I’ve seen. What’s the point, I don’t know. The music was nice but what Tiffany portrayed has nothing to do with the music, it doesn’t flow together. She is pretty but not in this kind of material where she has to act, mature, sophisticated. It was bad acting and she doesn’t have that factor for this kind of commercial. Dior should have hire a model or other celebrity that fits their concept. 

    • Gnattie

      Tiffany kind of annoys me. I think she tries to hard to be cute or sexy.

      • eboy07

        Same could be said about Sunny.

        • Gnattie

          I think the same can be said about all of them, but Tiffany annoys me the most.

  • Daran

    ‘South Korea is one of the world’s fastest growing economies and fastest growing developing countries.’

    I’m pretty sure South Korea isn’t a developing country. Just sayin’.

    I do agree with the premise of the article, though. Seoul really is becoming, if not already is a global fashion city from what I’ve seen.

  • Anonymous

    korea, as almost every other asian country, is just a new market for the fashion industry and of course they’d use celebrities and such to promote a luxury market that in these days of economical crisis needs to find new scenarios.

    if you really think koreans are among the world’s best dressed, you should come to europe, visit london, oparis or my city milan and maybe reconsider your statement… :P

  • Maddie

    Daran, thank you. South Korea is not a “developing” country but one of the “fastest growing DEVELOPED countries”. I apologize for the typo. 

    Kinella, I have been to Paris. Parisians are very classy and elegant dressers. Then, again I’m not a fashion major much less a fashionista. ;)

  • pammiej85

    The same things are happening in China and other parts of Asia. It’s not really that huge. And if you want to see some stylish Koreans,  I don’t think the celebs are the ones to look up to. In fact, many of them are taking their cues from Ulzzangs. As someone who adores all things fashion and constantly strives to be inspired, I don’t find many female Kpop celebs all that appealing. They are highly styled and many don’t even have their own fashion identity. That is why I like CL! The boys however have a leg up on the girls. You will find a more fashionable Korean male celeb before female fashionista. They spend too much time following trends and trying to be stylish. Many don’t even know how to pull it off.

  • http://twitter.com/namie_diary Nana

    I agree with pammiej85. I think korean guys celebs are by far must stylish than girls. I think they are too dolled :X, except CL.  

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