Why do brands want K-pop ambassadors? LVMH partners with Hyuna and Blackpink’s Jisoo
With K-pop entering the world of fashion thanks to idols' strong influence over global consumer habits, brands are signing more K-pop ambassadors
LVMH is a French corporation that focuses on luxury goods and brands. They control 60 subsidiaries that manage several famous brands. It was created through the merging of Louis Vuitton and Moët Hennessy. They have around 75 brands under them and some of them happen to be Dior, Givenchy, Marc Jacobs, Fendi, Celine, Fenty and Bvlgari. Many people must have also noticed that several of their global ambassadors in recent years happen to be K-pop idols.
It should also be noted that with the spread of the Hallyu Wave all over the world, K-pop has gone global. Along with that, it has also started influencing other sectors apart from the music industry. From BTS walking the Louis Vuitton fashion show as brand ambassadors to Aespa being the first K-pop act to be ambassadors for Givenchy, K-pop has taken over the fashion world.
K-pop idols as brand ambassadors
Due to the invested fandoms of K-pop artists, anything and everything they do is always closely observed by fans. Influencers and casual listeners too look at the trends set by K-pop artists and end up consuming them. It is no surprise that when a K-pop artist intentionally or unintentionally endorses a product, it gets sold out thanks to the fans. With Wall Street calling K-pop idols the biggest influencers of the world, brands are now eyeing them to increase sales. Wall Street also pointed out that a brand’s search result and their product’s sale immediately increases when a K-pop idol is associated with them. The sale of Jackson Wang’s collection with Fendi reached a new high for the brand while Dior was the most searched brand when they announced that they would be designing the costumes for BTS’ concerts. In fact, today on July 20, 2021, Bvlgari was trending on Twitter, as well as on Korean social media platforms, thanks to Blackpink’s Lisa donning their jewellery for a photoshoot.
Dior’s net income rose by 250% in South Korea in 2020 and they ended up scouting Blackpink’s Jisoo as their newest global ambassador. To commemorate her partnership, Elle ended up putting her on their cover in 7 different editions. Meanwhile, Tiffany & Co was struggling to rebrand in Asia for younger consumers, and they got their market foothold only after partnering up with Blackpink's Rosé. Taking a page from such companies, LVMH’s lesser-known fashion brands are also doing the same.
Spanish fashion house Loewe, also part of the LVMH group, announced Hyuna as their newest global ambassador last week. On the day the news was announced, their stocks shot up to a new high. Having been part of several iconic K-pop groups and units, Hyuna has been in the K-pop industry since she was a teenager. Due to her edgy aesthetic and no-nonsense attitude, she has a different kind of influence as she inspires fans and non-fans alike. Even though she is not as mainstream as some of the other artists like Blackpink, her popularity in South Korea and all over the world has directed new consumers towards Loewe. This further strengthens brands' strategies of signing K-pop idols as their ambassadors and models.