Stars get in early on product design
Putting aside their mikes for a moment, the Wonder Girls, a popular Korean girl group, are showing off their creative streaks.The girls helped design the INNOWo MP3 player, which the companyInno GDN put on sale Tuesday at three online shopping malls. Commentingon the player, which is emblazoned with crowns, lips and stars, Kim Yeong-se, head of Inno GDN, said, “We wanted to make an MP3 player for teenagers and thought of the Wonder Girls.” He said the company did not alter the singers’ sketches and that in one day, the online shops attractedover 100 orders.Instead of settling on using celebrities as the face of their advertisements, companies are now letting them take a more hands-on approach and hiring them from the design process.
The fashion industry in particular is keen on this tactic with a tendency among the younger generation to follow styling decisions made by celebrities.Actresses and jeans seem to be one of the hit equations for this trend.Three online shopping malls this year showcased jeans that were designed in collaboration with local celebrities. Local online shopping mall Wizwid showcased limited edition jeans, which were designed jointly by American jeans brand James Jeans and Korean actress Han Ye-seul.
SK Telecom’s shopping mall, 11st, showcased jeans that were a collaboration between another American jeans company, True Religion, and actress Jeon Ji-hyeon.Another online site, Interpark, had actress Kim Ha-neul designing for the French premium jeans brand, Taverniti So Jeans. The trend of celebritydesig ed jeans started last year when actress Kim A-jung designed the “A-Star Jean with Kim A-jung” for Guess and racked up sales of 6 billion won ($5.9 million) in six months.Luxury brands are no exception.
French handbag brand Longchamp initially hired Kate Moss as its spokeswoman, which led to Moss collaborating with Longchamp on its Legend Line with success. Also, French luxury brand
Celine showcased the Song Hye-gyo for Celine bag, which the actress designed, and sold them as limited editions.Even though firms are now enjoying strong business with these collaborativeprojects with celebrities, some say the items are merely a “promotion show” with the products reflecting minimum celebrity input. “Many of these items have already been designed before the celebrity gets to see it.Oftentimes the companies just tack on the celebrity name after making the product,” said a fashion industry source.
Celine showcased the Song Hye-gyo for Celine bag, which the actress designed, and sold them as limited editions.Even though firms are now enjoying strong business with these collaborativeprojects with celebrities, some say the items are merely a “promotion show” with the products reflecting minimum celebrity input. “Many of these items have already been designed before the celebrity gets to see it.Oftentimes the companies just tack on the celebrity name after making the product,” said a fashion industry source. Lim Mi-jin JoongAng Ilbo/ Cho Jae-eun Staff Reporter [jainnie@joongang.co.kr]
If you know who you are and who is your target or aim, at least you must not fail. It is not easy to know that consumer’s preference. However, if the consumer made product what whose want, it could be strong effect to consumer’s preference. Also, if the product was made by consumer who is super star, its effect would be more powerful to other consumers.
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