Another Luxury Shopping Paradise Is Moving To Korea.

With the development of economy, more and more people pursue better quality of life, and they will also buy some luxuries.

With the shift of economic gravity, it is predicted that the next luxury congregate will be pferred to South Korea.

Western luxury brands have been expanding their territory to the east to seek a hotbed of growth.

Especially since the brand began to invest in the Chinese market, Chinese consumers are getting richer and more receptivity to Western retail mode.

More than 10 years ago, Louis Vuitton, Bally, Gucci and Ferragamo became the first retailers to open stores in China.

However, with the continuous change of consumption patterns and luxury consumption and the growing of young consumer groups, luxury brands need to constantly adjust their marketing methods.

Now, because of the decline in the expansion of the Chinese market, South Korea has become the focus.

According to the latest data, more and more Chinese are buying in Korea.

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It is predicted that in 2020, Chinese luxury consumers will spend $29 billion on the Korean luxury retailers market.

Luxury and fashion brands are also changing long-term marketing strategies. The form being adopted includes invited stars as ambassadors of Asia, hoping to get additional communication effects to adapt to the changing economic environment.

These ambassadors include Korean pop stars G-Dragon and CL, and YouTube superstar Irene Kim.

Recently, Estee Lauder, an American cosmetics company, has signed Korean models, street style stars and TV presenters Irene Kim and model Kendall Jenner as the protagonist of Estee Lauder Est e Edit advertising.

Irene Kim and Kendall Jenner will jointly promote Estee Lauder's latest make-up product line Est e e Edit, which is mainly promoted by young girls who like to break the rules and take risks.

According to last year's brand statement, Irene Kim has been promoted to be the world's largest cosmetic brand. Under this role, she will create video content, covering the future development of color cosmetics products and trend analysis.

In addition to making its 70 year old brand as a benchmark for attracting millennials, Estee Lauder's latest brand ambassadors also show that their goal is not only to promote themselves, but also to sounded the trumpet to the orient culture, especially the Irene Kim.

As analysts pointed out, "Irene Kim is the most appealing figure among Korean pop culture stars, street style people, Shi Shangbo owners, models and TV celebrities."

Since 2006, the annual sales of luxury goods in Korea have increased by at least 12%. McKinsey has reported that the turnover has reached US $10 billion 600 million in 2015.

Estee Lauder is not the only brand to try to develop Korea and its surrounding areas. In 2014, more than about 3000000 Japanese and about 5000000 Chinese came to visit South Korea, becoming the most important driving force in the history of luxury goods in Seoul. Luxury brand Chanel has also launched an offensive in the Korean market.

Chanel has a long history in Korea, and the top Korean Model Park Xiu Zhu has always been the protagonist of its fashion show and advertising campaign.

Recently, the brand held the 2016 holiday series fashion show in Seoul, inviting Korean star G-Dragon Zhi long and Taeyang, Korean actor elegant star, Jung Ryeowon, Park Shin Hye and Choi Siwon, and Japanese actor Takara Kengo to attend the event.

In 1992, the brand entered the Korean market for the first time. Perfume and beauty cosmetics counters were set up in Shinsegae. In 1997, the first fashion boutique was opened. After 20 years of development, the brand first held a fashion show.

Today, the brand has 9 fashion boutiques in South Korea. In 2017, it is expected to open the flagship store in the Qing Tan hole.

As for why, under the guidance of Karl Lagerfeld,

"Seoul will be chosen as the venue for the latest holiday series," said BrunoPavlovsky, Chanel fashion president. "First of all, this is a pmission of inspiration.

Today, South Korea is the most fashionable and influential country in Asia. It is full of vigor and creativity. Its young culture and pop music and TV stars have strong influence, and even affect China and Japan.

These are important sources of inspiration for Karl Lagerfeld.

There are also business reasons.

Korea is a fast growing market and a potential market.

Chanel is one of the top fashion brands that quickly accepted Korean pop culture stars such as G-Dragon and CL.

As one of the members of BigBang, CL, a member of G-Dragon and 2NE1, will take part in the Paris fashion show, sitting in the front row and watching the show. Besides, it will also join the brand marketing links through brand interaction, brand ambassador status and participation in authoritative fashion magazine interviews.

The latest news is that G-Dragon will be on the cover of the May issue of Nylon magazine, which has 8 million 600 thousand fans on Instagram.

There is no doubt that Karl Lagerfeld, the creative director of Chanel, took over a group of influential superstars a few years ago.

People will not forget the "unique" music video that he launched in 2013, playing tennis from head to toe in Chanel, Chanel's 2015 autumn and winter fashion show "Chanel casino" and his participation with other stars such as Kristen Stewart and Julianne Moore. He even attended almost every brand fashion show and received attention from fans.

His collaboration with Giuseppe Zanotti, Chrome Hearts and Ambush has also gained a lot of fans.

Alexander Wang 2016 can see CL's cover and content in spring and summer advertisements.

Alexander Wang also used G-Dragon new song M.I.A as the background music for fashion show during the 2016 spring and summer fashion season.

The rapper, songwriter and fashion icon usually appear in the front row of Chanel, Givenchy, Calvin Klein and Moschino fashion show, and have participated in the design of avant-garde design brands such as Vetements and Hood By Air.

CL also often takes 2NE1 of the women's team to take part in the local Maybelline brand advertising.

Her number of fans on Instagram is almost 4 million, and her picture interaction is amazing.

But this expansion plan is not only one-sided.

Western brands are drawing close ties with Orient target consumers through the support of Korean pop culture and Korean media. At the same time, these stars and share holders, including LVMH group's private equity company, Asia L Capital, have invested 80 million yuan in YG entertainment for South Korea's leading pop culture media company, and are also looking for opportunities for them to gain greater exposure worldwide.

Of course, behind the investment is to cooperate with the main international brands. This is another key to pform Korean pop culture into a truly international phenomenon.

At the same time, social media also plays an important role in bringing these stars and their management teams across geographical barriers.

South Korea and its stars are more than just a local phenomenon. They have triggered a fashion trend around the world.

First, the Gangham style pop music video was released in YouTube. When the sky gains more than 10 million hits, the final reading volume is over 2 billion.

This is the first time the western world has made a deep impression on Korean stars.

Now, about four years later, the commercialization of Korean pop culture has not yet been fully explored.

From the influence of Korean pop culture and Korean media, we can see that western brands are competing with Korean stars to integrate the attraction of Korean culture into the brand.

Apart from the fact that these stars can gain more attractiveness on a more internationalized basic platform, recent reports show that Korean culture and Korean media influence are directly pformed into consumption power, including the capture of a large number of fans from China.

Borderfree CEO Michael DeSimone, an electricity supplier, said: "for example, the YSL lipstick in the" stars from you "plays a hot market all over the world.

Many luxury goods sold in the show are sold very well. "

In the past ten years, the export volume of Korean cosmetics has increased 6 times.

The rise of Korean culture has also illuminated Asia and even the whole world.

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South Korea's luxury goods, beauty and fashion market is booming, attracting many luxury brands to invest and develop the market. However, some people also pointed out that the intention of the luxury brand giants to attack the Korean market is also the consumers of China and Japan, which are affected by the "Korean wave". Korea has become the top tourist destination for Chinese and Japanese tourists.