When it comes to Hallyu (Korean cultural wave), people immediately think of TV dramas, Korean music and a series of idol groups that have taken the world by storm.
Not only in the fields of movies and music , the Korean cultural wave has also spread to the fashion industry. Now, many Korean idols have become the "darlings" of leading brands and have been awarded the title of global ambassadors.
The influence of these faces does not stop at the title "global ambassador" given by the brand but is reflected in the choices of the customers themselves.
It is undeniable that Korean ambassadors have brought significant benefits in terms of communication and even sales for the brands they represent.
The group Blackpink is "pampered like eggs and treasured like flowers" by luxury brands thanks to their great influence (Photo: Koreaboo).
The numbers speak for themselves.
As the top female idol in Korea today, Jennie "monopolizes" many fashion contracts. Korean beauties are targeted by many brands because of their great influence, whatever they wear will become a trend and be sold out.
Most recently, Jennie was chosen by the Maison Kitsuné brand as the "Creative Muse" for the brand's "Baby Fox" campaign. Previously, in 2022, Gildas Loaë - co-founder of the Maison Kitsuné brand - shared with WWD about the not-so-small influence of the "Jennie effect".
He expressed that just the images of Jennie wearing the brand's clothes at the airport or at home were enough to make the products more noticeable and popular. Therefore, the "Jennie effect" has contributed significantly to the sustainable success of Maison Kitsuné across Asia, including Korea - where it currently has 25 stores.
Not only that, Jennie's collaborations with other brands like Calvin Klein or Gentle Monster are also extremely successful, as shown by the telling numbers.
According to Naver , Calvin Klein is estimated to have earned $68 million from its collaboration with Jennie. During its launch, the limited collection sold out quickly, even though the brand continued to add new items to the shelves.
Gentle Monster is another brand that has reaped the rewards of collaborating with Jennie. The eyewear designs featuring the idol quickly became a global "fever", causing the brand's sales website to be overloaded on the opening day, selling out in minutes.
Like Jennie, G-Dragon (Big Bang) has the power to influence the shopping choices of the majority. In 2019, the Nike Air Force 1 "Para-Noise" shoes designed by G-Dragon became a big hit, attracting the attention of both shoe lovers and the general public.
The shoes sold out globally in just minutes. After that, this shoe model was "bought and resold" for up to $11,000 (more than 272 million VND).
G-Dragon is the name that "guarantees" the product he represents (Photo: Nike).
In addition, the remaining members of Blackpink such as Lisa, Rosé, Jisoo or BTS members such as Jungkook, RM, Jimin... also bring "huge" values to the brand. They are all holding large advertising contracts, "chosen" by the brand to be global ambassadors.
Where does this craze come from?
According to Nylon , Steffi Cao - Forbes ' Internet culture and creative economy reporter - explained that this phenomenon originated from the concept of Kpop fandom.
These fan groups grow over time. They are willing to spend time, effort, thoughts and even money to support their idols. That means when the idol's name is associated with a brand, they will easily love that brand.
ILLIT group became models for luxury brands even before their debut and public recognition was not high (Photo: IGNV).
In addition, Korean idols have a strong media team, constantly producing content to cover all media platforms in many formats such as music videos, fancams (videos filmed by fans), variety shows, tour vlogs, magazine interviews, pictorials, releasing physical albums with limited photo cards...
Regularly interacting with fans on social media helps Korean idols always be a topic of interest. From there, it brings great media value after each appearance at a fashion event or participating in a global promotional campaign.
Bringing benefits in both media and sales, Korean idols will continue to be favored by fashion brands.
Nowadays, many new music groups are also quickly approaching the fashion market, even before "debuting" with music products. A typical example is the girl group ILLIT, they became the advertising face for Acne Studios' campaign and attended fashion shows even though they had not officially debuted.
Source: https://danviet.vn/sao-han-da-xam-chiem-lang-thoi-trang-the-gioi-nhu-the-nao-20240401113815156.htm
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