Gentle monster pop up store

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Brand Histor y

Store Design

Identif y

- f ront do or - mo ck up -interior

Brand Aim Business Strateg y Pricing Target Customer Size & S cop e

- f lo or plan

CONTENT

C ommunication - Instagram - Website

Hankook Kim (Founder and Chief Executive)

Founded in S eoul, Korea in 2011, a conceptual e ye wear brand, offers truly boundary-push sunglasses, mo dern and unique designed. Esp ecially for Asians who usually with broader face, hig her cheekb ones and lower nos e bridge.

This designer brand constantly de velops its elf under the philos ophy :

“INNOVATIONAL HIGH-END EXPERIMENTS�

Kim was an Eng lish teacher, he was r unning an Eng lish camp in S eoul in 2011, a s erial entrepreneur Jae W Oh, a par tner, inspired him by asking to come up with s omething that he could invest in. Kim found that “ it was a ver y union-controlled industr y that was not explored as an ar tistic form when he f irst b egan lo oking into e ye wear and res earching the market”.

While Kim to ok cues f rom the American company with regards of customer s er vice, he realis ed G entle Monster need to b e more than a copycat to sur vive. Esp ecially in Asia, when consumers are having an unmet desire for e ye wears which is completely dif ferent f rom what Westerns want, a ultra-oversize e ye wear. He found that there were no comp etitors for oversize g lass es, which make heads lo ok smaller. C ombining with the need for a low-bridge f it to accommo date face shap e — “Eyewear is all about the Western facial structure”.

It means that Asian e ye wear market was rip e for a dif ferent s or t of shakeup.

CONCEPTUAL PRODUCT SPACE STYLE TECHNOLOGY CULTURE REDESIGN

Gentle Monster is distinguished by its superior quality and unrivaled brick-and-mortar experience Aim to provide a completely original experience with products and the brand It’s experimental approach can be well obser ved through it’s unique showrooms

Gentle Monster is still new to the market with 5 years history only but developed as sleek, minimal and attention grabbable, making the concept of immersive, identity and aesthetic products are wanted to look like being exhibited. It grows rapidly in Asia and now a global business.

Even though it is beneficial to have connection with celebrities of wearing Gentle Monster, its still problematic to branding, to lessen Gentle Monster’s association with K-pop, even in Asia is the strategy now, none of celebrities-related promotion are shown on social media.

BUSINESS STRATEGY

Indeed, to extend business worldwidely towards US and elsewhere shows its unique design sensibility is always a way to keep away from being seen as a copycat eyewear brand.

Gentle Monster started as an optical company, but the goal is to make it a creatively disruptive coorporation, especially with an epic brick-and-mortar shopping experience with customers.

- By 2014, generated primarily in Korea and China a $40 million in revenue, with a mix of wholesale and direct retail.

- In 2015, quadrupled to roughly $160 million.

- Revenue for 2016, with 10 direct-to-consumer retail stores worldwide-ly, was $250 million.

- 70 % of the business is direct, 30% is from wholesale partners.

PRICING

Gentle Monster is found in a flat and stable eyewear market, while eyewear was not being explored or experimented with excitement and creativity, but this young-raise brand is trying to keep price points relatively low and affordable towards target customers.

With the own factory, high quality with cheaper price is maintainable and controlling on shipping.

The original design pieces are marked between $190 - $230.

Wire frames are the popular items, price rang from $260 - $360, and $320 - $645 for brand collaborated items, If you are looking for an edgy special look in the crowd, featuring in minimalist lifestyle, this is what you want.

Originally set out on a mission to find and develop a perfect designed frame that fit perfectly and naturally on Korean. This was something that Korean celebrities were desperately looking for, while the eyewears are perfectly looking in camera as well.

Asian people are still influenced by celebrity, therefore Asia market is still the most reliable way for Gentle Monster.

TARGET CUSTOMER

Consider with the business strategy of extending the bramd worldwide-ly, Gentle Monster was explicitly targeting millennials. With the excellent offline shopping experience and affordable price, it is very attractive to them.

While social media is on fire among millennials, exaggrate frames is one of the selling point towards millennials too.

BELGIUM

RUSSIA

CANADA

SINGAPORE

CHINA

SOUTH KOREA

FRANCE

SWITZERL AND

GREECE

TAIWAN

HONG KONG

THAIL AND

MACAU

TURKEY

MAL AYSIA

UK

NEW ZEAL AND

USA

WORLDWIDE SIZE & SCOPE The most rapidly growing eyewear brand in Asia, now a global business

NEW YORK FLAGSHIP STORE 79 Grand St, Soho, New York, NY 10013

This New York flagship store is considered as a magic interior design and represent the brand a lot.

Two walls of delicate inside, classic sunglasses alongside more avant-garde frames, with a fountain straight down the middle Keep walking to end up in a “galler y space” with rotating art exhibits The “galler y“ will be changed ever y 25 days

STORE DESIGN

front door / entry

mock up of front door in DTLA

mock up of front door in DTLA

view from back room to the front

the left wall with a window

the back wall

lef wall with mirrors

view of front door from inside

side view with front & back the roof with cctv & lights

register counter

the floor plan - a show room - a room only for register, which made customer feel more exclusive and served

COMMUNICATION

As a mo dern conceptual brand, we do ar tistic promotion on s o cial media to attract our target custome: ar tistic millenialls and s omeone who want to b e sp ecial just like our campaign.

- Instagram - Of f icial Website - Snap chat

Showcas e campaigns on Instagram is the p opular way to approach millennials. @gentlemonster

Snap chat is one of the interactive app that connect strong connection with customers and brand, G entle Monster cannot miss this chance to have fun interact with customer in this p op-up store! @gentlemonsterL A

Of f icial website is the another way how this ne w brand promote, it is imp or tant to have it on as well. //gentlemonster.com

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