Domestic outdoor brands have been competing hotly with top-end ransom stars. Nepa is working as an advertising model by Jeon Ji-hyun, K2 is Suzy, Discovery Expedition is shared, and Ider is Park Bo-gum. However, some brands, including BLACKYAK, are making a completely different move. Since last month, it has been attracting attention as a TV commercial that introduced the actual mountaineer and the animal Yark, which lives in the high mountainous area over 4,000 meters above sea level.
Representing brand identity instead of star model dependence
BLACKYAK selected Lee Seung-gi as an advertising model last year and signed a long-term contract until this year. However, Lee Seung-gi can not be seen in TV commercials from this winter. Although the use of the Big Model has been increased to highlight brand awareness and image, it is now intended to focus more on brand identity and value.
According to Fashion industry on November 11, attempts to emphasize the essence and legitimacy of the brand, like BLACKYAK, have recently begun to spread. It is to invest in delivering the true value of the brand to consumers even if it takes time rather than a strategy that brings up topics in a short period of time, such as star models and famous influencers. There is a lot of competition to increase loyalty to its products by gaining sympathy from all ages by taking Kahaani and content away from marketing aimed at specific consumers.
BLACKYAK, which celebrates its 47th anniversary next year, is firmly committed to this. BLACKYAK's mother is the founder of Kang Tae-sun, the founder of the mountain climbing equipment store called Dongjin Mountain Music in Jongno 5th Street in 1973. Kang, who is from Jeju, took the initiative in climbing Mt. Halla and approached it with the concept of preserving the history and nature of mountain climbing from this advertisement and made it Kahaani.
“It is the starting point of the brand’s essence to be with those who continue to challenge the unknown land,” said Kim Young-hoon, director of BLACKYAK’s marketing division. “We will continue to work to broaden the brand’s identity to people, nature and future values.”
The first logistics center becomes a cultural space and 'preserve the past'
The Sejeong Group, well known for its clothing brands Olivia Lauren and Indian, is also focusing on preserving its brand value. It is through Dongchun 175, a complex living shopping space that opened in Yongin, Gyeonggi Province last year, and rebuilt Sejeong's No. 1 logistics center, which was established in 1974, as a space where past and present coexist. Dongchun 175 is named after the Dongchun Chamber of Commerce (opened in 1968), the mother of Sejeong, and the number of the address, Dongbaek Jukjeon Road 175. Sejeong explained that it means to continue the initial initial stage of the business.
Dongchun 175 also features a large embroidery machine that can see the history of Sejeong, and a knitting machine, a circular knitting machine. This year, we also performed cultural performances that family members can enjoy, such as the Busan International Short Film Festival and magic shows. Sejeong said, "It is a place to show the legitimacy of Sejeong Group at a glance by combining the past and present."
Bean Pole, the fashion division of Samsung C & T, which celebrates its 30th anniversary this year, is also trying to renovate its brand. It will release products that reflect the changed logo and design from next spring and summer (S/S) seasons. “The purpose of this is to give young consumers a sense that they are not just old brands but traditional brands,” said Beanpole. “We are investing in revising the history of brands that have been neglected and delivering value,” he said.
'Brand Kahaani' is a luxury brand that must be taken care of
Overseas luxury brands have been paying attention to the value and tradition of brands early on. Gucci, Fendi and Louis Vuitton have been putting Kahaani on their brand for many years in e-mails to their purchasers or homepage members. In addition to introducing new products, we also explain the origin and production method of the product name. In the case of Gucci, the recently released 'Shoomi' brand introduction message contains Kahaani, a new handbag named after actress and experimentalist musician, Jumi Rossou.
Fendi relaunched the so-called Baguette Bag, which became popular in the 1990s, earlier this year. Hollywood actor Sarah Jessica Parker, who made the bag popular through the drama Sex and the City at the time, appeared as the main model. It was an extraordinary attempt to use a 50-something actress in the latest fashion-conscious Fashion industry, but it was well received for its advanced strategy of showing the history of the brand at a glance.
“Luxury brands have been actively promoting their past and present brand values to consumers around the world as they refurbished and launched old products,” said an official at Fashion industry. “This movement is also affecting our local Fashion industry.”