Thanks to Hallyu (the Korean wave) and the growth of K-pop idols, Dongdaemun market is indirectly obtaining advertising & promotional performance of its products.
As is widely known, Hallyu concept is used to explain the expansion of Korean pop culture and entertainment to the rest of the world. This was done through television, films, and music, in which K-pop enters.
Among them, the most popular recently, BTS are a K-pop group made up of seven members such as Jin, Suga, J-Hope, RM, Jimin, V and Jungkook, who come from all over South Korea. They launched in 2013 and have since rocketed to global stardom.
Unfortunately, BTS were forced to cancel their international ‘Map of Soul tour’ dates 2020, because of the COVID-19 pandemic. Even in such a dark situation, they report that it will be approaching fans around the world during an online concert in June.
Whether or not, a large number of stars leading Hallyu are affecting the fashion and its trends of the world market like one of the selling machines. Various fashion products in Dongdaemun market also are greatly loved by domestic and foreign buyers and consumers thanks to Hallyu.
Dongdaemun market is a world-class fashion shopping mall with more than 30,000 wholesale and retail stores. Each store has two or three designers, either as the store owner or as an employee, and including freelancers and apprentices, the number of designers in the mall exceeds 100,000.
What styles are selling best? Which aren’t? Fashion marketing isn’t only about promoting the work of fashion designers, it can also influence design based on business performance and market trends.
Dongdaemun designers, therefore, need to get their creations in front of the right customers in a way that makes those people want to buy them. The effort required to present fashion products in a way that appeals to potential customers is called fashion marketing. It’s a vital part of the business side of fashion.
“Music and fashion are inseparable. Music is not just about listening anymore. Everyone can see it nowadays. Therefore, I think the visuals are very important.” A member of BTS, Suga said.
-Some of the popular Dongdaemun fashion items we exported last week, seoulclick.com-
Dongdaemun designers not only directly or indirectly design Hallyu stars’ costumes or accessories, but also are influenced by the fashion products those stars wear.
Come to think of it, first of all is a make or break such a star marketing in Dongdaemun market. Of course, it is difficult for people in Dongdaemun market to pursue star marketing, which requires excessive advertising costs. In particular, it is more difficult to invite a Hallyu star, which has gained popularity worldwide, as an advertising model.
On the other hand, unnamed Hallyu entertainers and apprentices received support from Dongdaemun designers often wear Dongdaemun fashion products in various mass media channels. Sometimes, even a world-class Hallyu star voluntarily participates as an advertising model for K-fashion development.
The Seoul Collection, one of the top five collections in the world, influences the design and trend of fashion products worn by Hallyu stars, and furthermore, stimulates Dongdaemun designers to perform works of creative destruction.
Vogue’s fashion critic Anders Christian Madsen told us during his recent visit to Seoul, for 2019 Spring/Summer Hera Seoul Fashion Week. +
“K-fashion can win a reputation and fame on the global stage by following in the footsteps of the success of K-pop, as Korean fashion has in recent years received more attention across the globe thanks to Hallyu.”
Alex Chirgadze, one of foreign buyers added, “I feel like there’s a lot of Korean brands are getting bigger and in western culture but they need to keep their originality.” ++
One of fashion legends, Tommy Hilfiger left the following message as if he talks under the nose of Dongdaemun designers. +++
“Always stay focused. Always give and try your best.”
+The Korea Times, “K-fashion can go global with K-pop,” by Kang Aa-young, May 29. 2020.
+++ The Lives of 50 Fashion Legends, Fashionary, 2018, p. 86.
Bong Sul (Advisor, SeoulClick)
Read more: Bong (Bong Sik) Sul, Dongdaemun Style, ebook.kstudy.com, Seoul, 2019.