[방송] "Bling" is the Word in Marketing in Korea

프로그램: 아리랑TV Arirang Today
방송주제: "Bling" is the Word in Marketing in Korea
방송시간: 2009년 2월 5일 07:00, 11:30, 14:00, 19:00, 22:00
출 연 자: 최승노 자유기업원 박사

"Bling" is the word of the day in Korea‘s consumer goods market. For instance a famous vodka brand claims it sold out all 24-thousand bottles of its special holiday edition drink bottle in the country.

While the content was nothing new the drink was in high demand during the Christmas season thanks to special packaging which featured red sequins on a specially-designed cover. Other flashy goods include a powder compact by a Korean cosmetics firm which is also receiving positive attention due to a light-emitting-diode or LED built into the case.

The company plans to continue to churn out special edition items equipped with glittery features such as the lighting technology. Interested customers can expect new product releases for the upcoming Valentine‘s Day.

The concept of making items appear plusher is not limited to smaller goods. Korea‘s leading electronics manufacturer has been producing a number of other products in recent years adorned with artistic and luxurious features.

The company‘s designer says the latest products reflect changing attitudes triggered by the worldwide economic downturn.

[Interview : Nahn] "When the economy is booming consumers do not refrain from showing off. When it‘s bad on the other hand they try not to brag but they still want to possess such items."

With this in mind when the owners want to downplay the ostentatious touch they can turn off the lighting. While the trend is towards the opulent touch how effective is it in actually moving the products off the shelves

[Interview : Heo] "Designs with crystals and special lighting aim to get closer to customers by providing sentimental value. While some purchase the products for the designs others visit the stores to take a look at them and perhaps end up buying other items."

That being said many flamboyant items are definitely money-making products as they establish a certain high-value tone and theme for an entire line of products both in the high- and low-end categories of the brand name. And though forecasts of doom and gloom for the coming year continue experts expect the trend favoring luxury design to continue throughout the year albeit slightly taking a different route.

[Interview : Choi Sung-no, CFE Fellow] "Influenced by the economic crisis that began last year it‘s possible that lighter colors will soon gain popularity. The market focused on materials last season but color will be important in this season."

On the back of the popularity of Korean-made cosmetics and home appliances across Asia industry insiders are confident that domestic goods with the "bling" concept will also be considered trendy in neighboring countries once they are market-localized.

Lee Jeewon, Arirang News.

FEB 05, 2009
Reporter : lucia1220@arirang.co.kr