Recently, the age of Korean ambassadors selected by global luxury brands is lowering to the age of teens. It can be that the trend of the age group of luxury consumers is getting lower and lower.

Some, however, are concerned that K-pop stars, whom middle and high school students envy, are being appointed as models for luxury brands one after another, which could encourage overconsumption starting in their teens.

Recently, Haerin, a member of the K-pop girl group NewJeans, was selected as an ambassador for the jewelry, fashion, and beauty divisions of the luxury brand Dior.

As a result, all members of NewJeans have become ambassadors of global luxury brands.

Except for Minji and Hani, who are born in 2004, Danielle (19), Haerin (18), and Hyein (16) are all in their teens.

An official from the luxury industry said, “When I first heard the news that a luxury brand had hired a teenage K-pop star as a model, there were concerns on whether would be a good choice. However, since they are forming a strong fandom not only in Korea but also abroad, the advantage of being able to easily promote the brand seemed to be greater.”

As the age of consumers of luxury goods is gradually decreasing, the age of K-pop stars to be selected is also decreasing.

Bain & Company, a consulting firm, recently predicted through a report that by 2030, Generation Alpha (born after 2010) and Generation MZ (Millennials + Generation Z) will account for 80% of global luxury fashion brand sales.

In particular, it is predicted that the proportion of consumption of generation Z (those born in the mid-1990s to early 2010s) and the alpha generation born after that will account for about one-third of the luxury goods consumer class by 2030.

Some are concerned that as K-pop stars are selected as models for luxury brands one after another, it may encourage unnecessary consumption among middle and high school students in Korea.

Teenagers usually copy the fashion worn by celebrities or buy expensive things to avoid being rejected from their friends.

Some parents are already expressing difficulties as their teenage children ask to buy wallets, sneakers, cosmetics, etc., which are considered luxury entry-level products.

A housewife in her 40s said, “Padding jackets, which was called ‘backbone breaker (t/n: very expensive item that could break your back)’ by parents in the past, seems to be at the level of aegyo now. They tell me that the friends they have all have these items and they would ask me to buy these sneakers or t-shirts, I'm wondering whether I should do it for them, but I end up being concerned about the fact that I'm even wondering about these things at this time (at their age).”

original post: here

1. I don't even thing they suit these brands... It's like kids playing adults. They're using kids who aren't even smiling when promoting these luxury brands

2. I do think that using teens to promote luxury brands could be toxic 

3. It is indeed toxic, just look to our country's price to income ratio and the proportion of these being luxury brands ㅋㅋ

4. It's because our country is so good at consuming luxury brands 

5. This just shows the huge success of those luxury company's marketing strategy 

6. I feel like the whole concept of luxury goods is harmful 

7. I feel like anyone can be an ambassador now, so it lost its value 

8. We need ambassadors for affordable goods instead

9. I find NewJeans likable, but I hate their image of ambassadors for luxury brands. But in the end, this is going to have a huge impact on people their age

10. The parents are the losers here.... They need to be at the mercy of celebrities too 

Post a Comment