Timed with its 10-year anniversary, South Korean trend model Greedilous launched within the U.S. final month by way of a direct-to-consumer website that sells its made-to-order kinds. It marks the primary time the model has been obtainable to U.S. consumers, regardless of that it’s proven at New York Vogue Week, collaborated with common U.S. manufacturers, and been worn by celebrities together with Cardi B and Beyoncé.
In accordance with founder and designer YounHee Park, she was suggested to discover and increase to the U.S. market by a prime Japanese purchaser “due to the Hollywood affect.” Park mentioned she plans to include the model’s movie star followers in its native advertising. Along with American stars, they embrace actress Sandara Park, previously of Okay-Pop band 2NE1, and Korean mannequin Gabi Moon.
Kayla Marci, market analyst at retail knowledge firm Edited, mentioned that Korean celebrities have gotten more and more influential within the states. The recognition of K-dramas, now streaming on apps together with Netflix, is predicted to transition to the Western market, very like Okay-pop and Okay-beauty lately.
“With the occasions of 2020 disrupting the normal pattern funnel, retailers and shoppers have been drawing pattern inspiration from different mediums resembling music movies and viral collection on streaming companies,” mentioned Marci.
Total, Okay-fashion has been catching on, significantly amongst streetwear followers, which have for years scooped up distinctive items by manufacturers together with PushButton and Ader-error. LVMH-backed L Catterton invested in Korean eyewear model Light Monster in 2017, and extra lately, Seoul Fashion Week has attracted international consideration rivaling that of the 4 trend capitals.
However contemplating Greedilous’ kinds are removed from stylish loungewear, the enlargement may nonetheless show ill-timed. In contrast to the various trend manufacturers which have launched casual apparel classes since March, Greedlious has remained comparatively targeted on its vibrant assertion items. In accordance with Park, Greedilous was, nevertheless, the primary Korean model to make printed masks to match its ready-to-wear kinds. And the timing isn’t a priority, she mentioned.
“Throughout this pandemic, the wishes for self-exploration and -expression appear [stronger] than ever, and I’m comfortable to proceed sharing designs that empower folks to speak and categorical themselves with out worry,” she mentioned, by way of a translator. Certainly, there’s proof that vibrant garments have sparked joy for shoppers throughout the pandemic.
The model’s unique U.S. launch plan, with bodily elements, was derailed as a result of pandemic, mentioned Park. So she’s at the moment targeted on constructing its native on-line and social media presence, and exploring methods to just about talk with native consumers. Greedilous at the moment has 25,000 Instagram followers. Gaining consciousness by way of a trend market or multi-brand e-tailer wasn’t an possibility, she mentioned.
“Promoting on to the buyer permits us to have full management of our model picture and achieve a greater understanding of our buyer within the U.S.,” mentioned Park. “We hope to make use of the [resulting] insights to supply higher service and assist, strengthen model loyalty, and construct stronger relationships with present and potential clients.”
In accordance with Polly Wong, president of selling and inventive company Belardi Wong, worldwide manufacturers are more and more opting to launch stateside by means of DTC channels.
“They’re constructing DTC within the U.S. for a similar motive wholesale manufacturers are [now] constructing DTC within the U.S. Persons are beginning to notice the ability of the shopper relationship,” she mentioned. “In case your buyer buys your product in Amazon, you by no means actually construct a relationship with them — and having a advertising buyer database is an amazing asset to an organization. When you possibly can proceed to re-market on to that client, you drive up their lifetime worth and also you drive up the revenue of the corporate.”
Greedilous’ U.S. e-commerce website is just the Korean website up to date to function English copy and native forex. Because the model doesn’t have an area warehouse, orders will ship from Seoul, arriving to U.S. consumers in 2-3 days by way of FedEx, EMS or Grasp Air. Park is at the moment in search of an area internet developer to take the positioning to the subsequent stage, with extra imagery, for instance.
In February 2018, Greedilous kinds walked the runway at New York Vogue Week by way of Idea Korea, the government-sponsored trend present geared toward selling international consciousness of Korean designers. Park mentioned the present drove curiosity from U.S. patrons and celebrities, the latter of which shopped the kinds and fueled consciousness and “rocketed” gross sales in Korea. Beyonce purchased a whole rack of Greedilous garments in NYC, in line with Park.
Additionally serving to to market the model are its common collaborations with Barbie, Givenchy Magnificence, Prada Eyewear and Paris Hilton, amongst others. Since launching in 2009, the model has collaborated on 36 collections in Korea. Park mentioned it’s a technique she plans to proceed within the U.S.
Park self-funded the model till 2019, when she turned one among 5 designers to obtain a authorities grant from the Nationwide (Korean) Designer Fund. She mentioned buyers have come knocking, however she’s handed as she disagreed with their concepts for the corporate’s route.
In 2016, Greedilous expanded into menswear after Park seen males shopping for items from the road — it’s made up of the identical kinds in males’s sizes. Three years later, she launched Yunni G., a sub-brand concentrating on a youthful demographic.
Shifting ahead, Park needs to develop Greedilous to turn out to be a big unisex model, reaching Chanel standing. A couture line is within the model’s future, she mentioned, particularly as she sees it as an extension of the present on-demand manufacturing mannequin. Greedilous at the moment employs eight folks and 4 freelancers who specialise in pattern-making and manufacturing.