H&M lured a lot of shoppers all around the world thanks to the collaboration with Balmain recently. In front of the H&M store in Myeongdong, Seoul, South Korea, people wanting to buy the H&M x Balmain items had camped from a week before of the event.
It was said that about 400 people in line were divided into groups of 30 people in this branch, and roughly 1,100 people queued up in advance in total across 4 branches in H&M stores in South Korea. They were allowed to shop for 10 minutes and every item was sold out in three hours. This sounds rather extreme, but the collaboration strategy certainly worked.
Talking of collaboration, it seems companies in South Korea also love to work with other brands for sales, especially targeting ‘kidults’ nowadays. Kidults is a term combining two words ‘kid’ and ‘adult’, indicating grown-ups who still want to keep child-like tastes. They feel nostalgia for their childhood and want to recall it through toys they used to play with or cartoon characters that were popular back in those days. The concept seems expanded in that now it doesn’t seem goods necessarily have to be the exact items that were popular when they were young; kidults like to enjoy buying and collecting items that look cute and child-like as long as the products can make them feel they are back to their childhood.
Between in late twenties and forties they are those who can actually purchase nostalgic items, less influenced by price, to appreciate their child-like hobbies. This has appealed to marketers in South Korea. They have started to pair up with other character/cartoon brands to design their products with the characters on to attract kidult consumers.
The following examples might illustrate how popular collaboration, particularly with character brands, is in South Korea at the moment. It was almost countless; as a result the collection of the examples below may be also rather long.
A’PIEU x Doraemon
LAPCOS x Disney
VDL x Kakao Friends
CODE x MOOMIN
TONYMOLY x MIGHTY ATOM
<Image Source: TONYMOLY Website>
Innisfree x Line Friends
BEANPOLE x Kakao Friends
<Image Source: SSFshop Website>
MEGABOX (Cinema) x Oxford
CGV (Cinema) x Kakao Friends
CU (Convenient Store) x Oxford
4. Food & Drink
Samlip x Line Friends (: random character stickers inside)
Air France has recently launched new cabins in Asia; it is engaging and rather creative how the company has managed to draw public attention to its new feature, using its own mobile app service. The mobile game application, called ‘Cloud Slicer’ which is available both in iOS and Android Market, was developed and launched by Air France. This is a simple and easy game to learn and play quickly, asking users to slice as many clouds as possible – but not the moon – in order that they can have high scores and ranks from competitions with other users. It allows passengers at airports to kill time while they wait for boarding, and it is a fun creation by an airline company for its customers as part of the service. [youtube=http://youtu.be/RA1qRlUynGg] Air France has taken one more step from this general intention, the creation of fun engagement, by a promotional event being embedded with its existing app service. From 19th January to…
Since Paddington the bear came into the world in October 1958 through the book named ‘A Bear Called Paddington’, it has stayed close to us in various forms: souvenirs, TV commercials and programmes, and movies. Now, during the last two months of this year we can even meet the bear greeting us at physical locations around London. From 4th November to 30th December, visitors to London can see more than 50 Paddington statues along the Paddington Trail. Every statue has different designs signed by worldwide celebrities, designers and artists including Benedict Cumberbatch, Emma Watson, David Beckham, Boris Johnson, Stephen Fry. This event is a result of partnerships among Studio Canal, which is a movie distribution company for Paddington, VisitBritain and the National Society for the Prevention of Cruelty to Children (NSPCC). It is in the part of Great Britain Campaign* which the UK Government has executed to promote various sectors in the UK. The Paddington Trail is specifically to improve Tourism…
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