Gentle Monster Extention To Ready-To-Wear in Europe

GENTLE
22 SEPTEMBER 2021
MONSTER
FINAL PROJECT
Gentle Monster Final project of Master in Fashion & Luxury Brand
Management, Istituto Marangoni Milan
Brand Extension
Ready-to-Wear MICHELLE ALLENA - 070647
*Under supervision of Professor Alessandro
in Europe Balossini Volpe
ISTITUTO MARANGONI MILAN

WORD COUNT : 3109
Gentle Monster x FENDI

GENTLE MONSTER
TABLE OF CONTENT
04 INTRODUCTION
05 CHAPTER 1: COMPANY ANALYSIS

05 History
05 Vision Mission
06 Ownership
06 Business Description
06 Business performance
07 CHAPTER 2 : STRATEGIC BRAND ANALYSIS

07 CUSTOMER ANALYSIS
07 Trends
10 Motivations
11 Unmet Needs
12 Segmentation
21 COMPETITOR ANALYSIS
21 Positioning Map
22 Direct Competitors
22 Brand Image
24 Brand Identity
27 Strengths
27 Vulnerability
27 Distribution
28 Indirect Competitors
Brand Image
Brand Identity
Strengths
Vulnerability
30 Five forces Porter’s model
31 SELF-ANALYSIS
31 Brand Image
33 Brand Heritage - Brand Culture
36 Strengths, strategies
40 Vulnerability
40 Values
Michelle Allena | 070647

Fashion & Luxury Brand Management | Istituto Marangoni
43 CHAPTER 3 : BRAND IDENTITY SYSTEM

43 Brand Identity - Facets
47 Brand DNA
48 OUTPUT
48 Value proposition
48 Credibility
48 Brand-Customer Relation Tools
50 CHAPTER 4 : IMPLEMENTATION SYSTEM

51 Positioning Map
52 Execution (4P)
69 Stylistic Identity
71 Retail Identity
73 Communication Identity
75 Timeline
77 SWOT
79 CONCLUSION
80 REFERENCES
81 BIBLIOGRAPHY
TABLE OF CONTENT 02
GENTLE MONSTER
INTRODUCTION
Gentle Monster Sunglasses

INTRODUCTION
The report will critically analyze and evaluate the brand Gentle Monster
(Specialized genderless glasses) and will propose a new product category :
Genderless Ready-to-Wear in the European market focused on the
European millennials and gen Z. Exclusive distribution will be implemented
both online and offline through 70% direct and 30% wholesale strategy.
Throughout the research, there is a deep detailed understanding on the

market and brand analysis based on different sources such as articles,
financial reports, annual reports and other internet data. The analysis will
be implemented in the proposed idea of Gentle Monster brand extension to
Ready-to-Wear.
INTRODUCTION 04
GENTLE MONSTER
CHAPTER 01 : COMPANY ANALYSIS
HISTORY
Gentle monster is a South Korean eyewear brand that artistically explored the
form as well as the experience.
2011 - Founded by Jay Oh and Hangkook Kim.
2013 - Heavily popularised by Korean actress Jun Ji-Hyun in drama ‘My
Love From The Stars’ ( BOF, 2016 : Online ).
2016 - Open a New York Store.
Collaboration with Danish designer, Henrik Vibskov of ‘Pencil Glasses’
2017 - Open Los Angeles Store.
Collaboration with Moooi, Dutch furniture company,
creating ‘Third-eye’ collection ( Surface Magazine, 2017 : Online).
Open a skin care brand ‘Tamburins’.
2017 - LVMH invested $60 million for 7% stake ( Vogue, 2021 : Online )
2018 - Collaboration with Korean rapper, Song Mino of Winner.
Open a dessert store, ‘Nudake’.
2019 - Collaboration with Huawei-Smartglasses,
Alexander Wang ‘M.PRI$$’, Gentle Kids, and ‘GentleFendi’
2020 - Collaboration with Jennie ‘Kim-Jentle home’ and
Chinese rapper Kris Wu ‘Gentle Wu’.
2021 - Collaboration with Hood by Air, Marine Serre, AMBUSH,
Heron Preston, and World of Warcraft ( for gaming culture )
Open a retail space ‘HAUS DOSAN’ in South Korea.
( Gentlemonster, 2021 : Online )
VISION & MISSION
VISION : Become a creatively disruptive corporation ( BOF, 2016 : Online ).
MISSON : “Our ideology is always experimental; across both product and

space, as well as our brand and business. ...we are constantly evolving,
but also listening to our customers and analysing sales data. We are future
focused and committed to exploring extreme outcomes, creating fantastical
stories that intrigue and inspire our audience”. - Gary Bott, Managing Director
and Head of Gentle Monster UK ( Cactus Digitale, 2019 : Online )

OWNERSHIP
Gentle Monster.Inc is a private company owned by IICOMBINED Co., Ltd.,

a global corporation operated by its subsidiary, IICOMBINED USA Inc. The
founder and chief executive is Hankook Kim assisted by U.S Vice president,
Taye Yun. The eyewear is self-manufactured in Korea and China to closely
maintain quality, price and shipment. The headquarters is located in Seoul,
South Korea. ( Gentlemonster, 2021 : Online )
BUSINESS DESCRIPTION
Gentle Monster offer genderless sunglasses, optics and its accessories.

The company also created a fantasy-inspired dessert shop “Nudake” and
couture-inspired cosmetics “Tamburins”, under a different brand. In 2021
‘Haus Dosan’ located in South Korea opened to let the customer experi-
ence the three brands altogether.
( Gentlemonster, 2021 : Online )
BUSINESS PERFORMANCE
Gentle Monster eyewear is being sold in over 450 selected shops in over
30 countries including South Korea, France, Spain, Italia, Portugal, etc. and
opened a branch office NY, USA ( Gentle Monster, 2020: LinkedIn profile )
The revenue in 2014 is $40 million with their 70% direct and 30% wholesale
distribution strategy. In the next year, the revenue quadrupled to $160 million
( BOF, 2016: Online ).
Gentle Monster reached the estimated annual sales of $200 million in 2017
with 30% of operating margin. No more annual report have been released
for public since then ( Eyewear Intelligence, 2021 : Online ).
Gentle monster is a DTC focus brand proven by less than 10% of sales are
coming from wholesale ( WGSN, 2021: Brand Case Study 2021 )
COMPANY ANALYSIS 06
GENTLE MONSTER
CHAPTER 02 : STRATEGIC BRAND ANALYSIS - CUSTOMER ANALYSIS
TREND : Luxury Apparel Market in Europe
Luxury Apparel • The luxury apparel segment in Europe is valued at €15,142m

Market in Europe in 2021 and expected to grow annually by 4,96% (CAGR 2021-
( Bain&Co, 2025) according to Statista Market: Luxury Apparel - Central &
2021:Online) Western Europe.
• Ready-to-Wear has been underperforming for many years, infact
during COVID there’s further 30% decline in formal ready-to-
wear but its weakness have been partially compensated by
streetwear and athleisure due to more time at home and online
channel boost.
• Europe (26%) is the worst region globally because of drastic
reduction in tourism, extended store closure due to lockdown
and low consumer confidence.
• However, there’s a big expectation of revenge travel, and local
consumptions are helping to soften the blow (Vogue, 2021 :
Online).
• Local consumption decreased by 10-15% due to the wealthy
area’s big shift to online channels.
• Young Millennial and Gen Z are expected to account for 180%
growth in the personal luxury goods market between 2019 to
2025.
Luxury Trends in • “Elevated essentialism” will be the key theme in 2021, touching
2021 (Luxe Digital : a meaningful value and empowering expressions, allowing the
Online) brand that use this theme to be more transparent and engaging.
• Global pandemic increased the demand for comfortability.
• Strengthened local pride : Locally-made products support the
local community.
• Wellbeing became the new wealth.
• Armani’s group and Yoox Net-a-Porter create a seamless, sus-
tainable, transparent and circular shopping experience (Yoox
Net-a-Porter, 2020:Online).
• Tracking brand equity with tools such as RFID, trend forecasts,
and monitoring social media activity (Deloitte, 2020:Online)

Millennial & Gen • Millennials and Gen Z are more persistent and vocal, they
Z Survey (Deloitte, believe individuals have the power to change even though they
2021:Online) still worry about their own families’ health.
• Instead of being negative and staying in stressful states, they
have found opportunities to improve personally and profes-
sionally.
• Environmental issues, inequality, and discrimination re-
mains a priority, directly affecting their carrer choice and money
spending.
• Globally, Gen Z spends $44 billion a year on themselves and
influences others to spend $600 billion ( Millennial Marketing,
n.d : Online )
Gentle Monster 2020 AdCampaign
CUSTOMER ANALYSIS 08
GENTLE MONSTER
Gentle Monster CHAPSSAL Sunglasses

MOTIVATIONS : GEN Y AND GEN Z IN EUROPE
Purchasing • Technology-infused experiences like online shopping, Internet of

Process Things, Virtual Reality, Artificial Intelligence and mobile pay-
ments are important. (Bain&Co, 2021:Online)
• New interactions through digital channels, redesigned stores
and agents on the phones to help customer in making decisions
(Forbes, 2020)
• Gen Z prefers physical stores because it provides better VIP
service and experience if the safety measurements are good
(Deloitte, 2020:Online).
• Bargain-shopping culture made customer have discount mind-
set (McKinsey&Co,2020: Online)
• As Influencer and buyer.
Benefits • Gen Z and Millennial definition of luxury is beyond logos, they

Sought value uniqueness, environmental awareness, culture and con-
tributions of the brand. They want to be a part of the community
but not labelled as a group (McKinsey&Co, 2020:Online)
• Investment pieces that can be used longer (Luxe Digital, Online)
• Emotional/social benefits : Fashion as a symbol of a trendsetter.
Main Sources • Brand needs to be a part of social dialogue by doing personalisa-

of Information tion across all omni-channel platforms (McKinsey&Co, 2020:On-
line)
• Social Media such as Facebook, Instagram, Snapchat and Tiktok.
Europe has a high social media penetration (Statista, 2021:On-
line).
Customer • Gen Z will be the first generation who re-enter the store after
Loyalty lockdown (Bain&Co, 2021:Online)
• Avoiding brands that don’t have the same value as them.
• Strong presence in social media.
• Strong brand representation.
• Personalisation or customization.
Occassions of • Casual outfits for free time.

Use • Business Events.
• Evening occasions.
GENTLE MONSTER
(UNMET) NEEDS
TECH-INFUSED FASHION : (Vogue, 2020)

• “Even if you don’t like the idea : Technology rules the world because it
changed the world”- Karl Lagerfeld
• Not only e-commerce but brick-and-mortar is a destination for experi-
ence too.
• Exploiting instagram moment : all-access passes.
• Sustainability : Eliminate waste with digital fashion (Forbes, 2021).
• Virtual goods could be valued to $190B by 2025, proven by leaders of
fashion brands that started digital collections to build new revenue
streams. Wearable technology provokes the “connected apparel” era;
wirelessly conected to phone (CBInsights, 2021)
GENDERLESS FASHION : (Vogue, 2021)

• Approaching inclusive marketing (genderqueer, size, race and disability)
will improve the revenue because it will reach 60% wider consumers.
• 56% of Gen Z already shop “genderless” and one in six are identified
as LGBTQ+ spectrum. Embracing gender neutrality makes brands find
engaged audiences and more successful.
• Gender-neutral stores finally appeared thanks to Adidas concept store
and Browns East luxury retailer (Vogue, 2020).
Even though these trends have been growing, there are little technological
implementations to apparel that help humans in day to day life.

SEGMENTATION
Market Segmentation
Focus : Apparel in European Market
Elite Luxury
€200-€5000
Quality Driven Lifestyle Luxury

€300-€3000
Accessible Luxury
Quality / Price €50-€2000
Price/Quality Bridge
€20-€1000
Price Mass
€15-€100
Drivers
Gentle Monster’s RTW will fall into lifestyle luxury and the biggest competitor
will be Balenciaga and Prada because of the similar price range, product
offer, target market and value.
Gentle Monster’s approach to the market will be differentiated marketing.

This has been applied because they make different brands for differrent
customer segment.
GENTLE MONSTER
GEOGRAPHIC
Live in urban area and metropolitan area in Europe
SOCIO-DEMOGRAPHIC
Gender : Men and Women

Age : Young Millennial and Gen Z
Status : Upper class
Occupation : Creative job, White collar job
Education : University degree and above
Income : High-level income
Europeans spending as a nationality and region in the luxury goods market

still have a big segment despite the Chinese’s rapid growth. Gen Z and Mil-
lennials are the biggest buyer of luxury purchases and will continue to grow.
Online platforms will be the leading channel however monobrand stores are
still important.
Bain&Co, 2021 : The Future of Luxury

PSYCHOGRAPHIC
COVID affects the psychology of European customers.
They are mostly pessimistic and unsure of the economic recovery after
COVID-19. This lack of confidence affects the buying power and behaviour.
One-third customers in Europe find alternatives by seeking affordable prod-

ucts and brands due to the lack of confidence.
McKinsey & Co, 2020 : The conflicted continent: Ten charts show how
COVID-19 is affecting consumers in Europe
GENTLE MONSTER
PSYCHOGRAPHIC
Fashion enthusiast, sophisticated, high social status, heavy consumer of so-

cial media, loyal, prioritise luxury, trendy, self confidence and iconic.
Luxury is no longer enough, the market demand for ‘insurgent cultural and
creative excellence’. Luxury brands are expected to invent new ways to be
relevant to the new customer. High value broadcasted through omnichannel,
presenting a personal engagement in the new forward-thinking mentality.
Bain&Co , 2021 : The Future of Luxury

BEHAVIOURAL
Gender : Men and Women

Purchasing process : Influencer, user, follower
Occasion of use : Multiple occasion
(ceremony, formal, casual and workwear.
Expected benefits : Sense of belonging, status
Frequence of use : Daily, once a month
Brand loyalty : Loyal, use competitor
Customer spending : High spending with low price sensitivity.
Millennials Gen Z
Role in Fashion Critical consumer Critical actor
Driver Experience Experience through product
Consumption Convenient Newness Ethical sobriety

Pattern (Rent and share) (Recycle and make)
Values Counternarrative inclusivity Nonbinary fluidity

Diversity Cultural relevance
Reference Digital universality Phy-gital (g)locality

Ecosystem
Sources of Social media Friends and family

Influence Celebrities/influencers (via social media),
Accomplised influencers.
Generation Z and Millennials Consumption Habits

Bain&Co , 2019 : Eight themes that are rewriting the future of luxury goods
GENTLE MONSTER
SEGMENTATION : PEN PORTRAIT 1
Name : Antonio
Gender : Male
Lives in : Paris
Age : 27 years old
Occupation : Fashion curator
Social life status : Single
Interests : Fashion, travelling, music, contemporary

art, social media, game, memes
Inspirations : Jeanie blackpink, Tilda Swinton, Kaia

Gerber, Lil Nas, Hailey Bladwin, Jessica Alba
Personal Objectives : ambitious to be economically

independent, extravagant lifestyle.
Buying Habits : Shop with friends, fashion blogger

influenced, buy products omni-channel.
Buying Concerns :
High quality materials, timeless yet distinctive
design, feel and touch product, sustainability,
forward thinking and brand value. Conventional, ex-
clusive. Highly educated, shop on workdays. abroad
leisure time, store experience.
Brands : Lifestyle luxury, Balenciaga, Gucci, Louis

Vuitton, Moncler, Vetements, Adidas ,Margiela.
Price Sensitivity : Low
Occasion of use :
Multiple occasion (business, evening, leisure)
Shopping place :
Monobrand physical store, Flagship store,
Department store (rinascente) online multi brand
omnichannel.
Dislikes : unsatisfying shopping experience,

uncomfortable clothing, basic designs, gendered
fashion.

SEGMENTATION : PEN PORTRAIT 2
Name : Kumiko Kiba

Gender : Female
Lives in : Milan
Age : 22 years old
Occupation : Business Management Student,
Influencers
Social life status : Single
Interests : Fashion show travelling, music, contem-

porary art, shopping, social media.
Inspirations : Lil Miquela, Billie Eilish, Kim So-Hyun,

Miranda Kerr, Chanel Iman
Personal Objectives : to be economically indepen-

dent in order to fulfil a dynamic lifestyle. Youthful and
open minded
Buying Habits : Shop with friends, shop alone, fash-

ion blogger influenced, buy products directly operat-
ed omni-channel.
Buying Concerns :
High quality materials, feel and touch product, sus-
tainability and brand value. Latest trend, emotional
connection exclusivity, forward thinking and logo.
Highly educated, shop on workdays. abroad leisure
time. New tech and shopping experience.
Brands : Lifestyle luxury, Balenciaga, Gucci, Louis

Vuitton, Prada, Saint Laurent, Adidas, Nike, Acne
Studio, Zara, Margiela.
Price Sensitivity : Low

Occasion of use :
Multiple occasion (business, evening, leisure)
Shopping place :
Mono-brand physical store, Flagship store, online
multi brand, website, omni-channel
Dislikes : unsatisfying shopping experience,

uncomfortable clothing, basic designs.
GENTLE MONSTER
R GENTLE MONSTER GENTL
Gentle Monster x AMBUSH
GENTLE MONSTER
CHAPTER 02 : STRATEGIC BRAND ANALYSIS - COMPETITOR ANALYSIS
POSITIONING MAP
• “Exclusive - Accessible” The brand and the product positioning them-

selves to be easily or hardly reached by the customers in terms of
brand image, brand identity and the distribution channels.
• “Fashion forward - Heritage” The brand pride themselves with the her-
itage and fashion system or the “break the norm” and re-defining fashion
in their overall brand performance.

Gucci Genderless Fashion Show
DIRECT COMPETITORS
The competitors for Gentle Monster Genderless Ready-to-Wear in Europe

market, by the consideration of target market and style of the product
through a deep analysis.
BALENCIAGA GUCCI PRADA SAINT MARGIELA

LAURENT
Founded 1917, Spain 1921, Florence 1913, Milan 1961, Paris 1988, Paris
Brand Image • Elegant • Progressive • Rebel • Sleek • Unconven-

• Streetstyle • Influential • Confident • Chic tional
• Refined • Contemporary • Reflective to • Classic • Destructive
• Youthful and • Abundant society • Modern designs
Bizzare • Romantic. • Thought- • Strong and • Artistic
• Anti fashion provoking empowered. expression
attitude • Discussion.
COMPETITOR ANALYSIS 22
GENTLE MONSTER
DIRECT COMPETITORS
BALENCIAGA GUCCI
Brand Heritage Revolutionising women’s fashion in Label of choice amongst wealthiest for its ex-
Identity 20th century travagant and opulent designs, often associat-
(Internal) “Destruct to create” (Kering, 2021) ed with rappers (Highsnobiety, 2021).
Value Hiring Gvasalia to visualise “an unex- Hiring Alessandro Michele to redefine luxury
plored mode of creative freedom and a and create a new narrative with his contempo-
platform for innovation” (Kering, 2021) rary sensibility.
Colorful, romantic, poetic and magical mixed
with dandyism, gothic aesthetic and DIY punk
attitude (Kering, 2021)
Statement Since its creation in 1917, the iconic Founded in 1921, the eclectic and contem-
Balenciaga House occupies a unique porary creations of the Gucci House embody
place in the world of fashion (Kering, the pinnacle of Italian craftsmanship and are
2021). surpassed in quality, attention to detail and
imaginative design (Kering, 2021).
Strategy Latest controversy from collaboration Latest controversy from collaboration with its
with its competitor, Gucci x Balenciaga competitor, Gucci x Balenciaga proves that
proves that they are changing the norm. they are changing the norm.
A masterclass about the importance of ‘Culture of Purpose’ is a 10 year sustainabil-

diversity and inclusion in the memory of ity plan for positive environmental and social
George Flyod (Kering, 2021). impact (Kering, 2021)
Meme bait boosts attention because of

its irony and relevance such as ikea-
bag, crocs, and colette (Medium, 2018).

PRADA SAINT MARGIELA

LAURENT
Challenging the traditional and con- YSL Haute Couture revolutionized Adopting Japanese footwear, Tabi
servative idea of luxury since 1970’s fashion in 1966 by introducing high- Shoes and the anonymity of the
(Prada Annual Report, 2018) end products on a wider scale, 20th designer, Martin Margiela.
century’s foremost designers and
personalities (Kering, 2021)
Freedom of creative vision, reinterpre- Hiring Anthony Vaccarello because Hiring John Galliano to blend his
tation of the existent, preservation of he brings a sophisticated tribute to sense of spectacle and creative
know-how and valorisation of people’s Paris, the atelier, and the savoir-faire, mastery to the daring and ambig-
work (Prada Group, 2021). conceived with a modern prospective uous Margiela (OTB,2021).
(Kering, 2021)
What is considered beautiful and Founded in 1961, Saint Laurent is one Deconstruction and heritage go
controversial are purposely mixed in an of the most prominent fashion Hous- hand in hand to create designs
incessant play between past, present es of the 20th century (Kering, 2021). that showcase fashion as an art
and future, where the bourgeois codes of meaning rather than a cult of
are often broken down and rebuilt (Pra- personality (OTB, 2021).
da annual report, 2018:3).
“Prada Dialogues” is their latest cam- First ones going outside the tradition- In 2009 Martin Margiela resigned
paign to introduce a democratic plat- al fashion calendar (The Economic and inspired new designers (B
form discussing Prada’s tone of voice. Times, 2021). Magazine, 2021).
In 2017 the brand drastically change its 2012 rebranding to only “Saint Lau- Margiela penetrating chinese
business structure to “the digitalization rent” resulted into brand expansion market with chinese folk tale and
of relations with customers” (Prada (Financial Times, 2020) several store openings (Jing Daily,
Annual Report, 2018) 2021)
Catwalk approaches more to brand
Events like Fondazione Prada, Pra- image rather than sales. “Permanent Clothes spoke louder than the
dasphere Exhibition, Tools of memory collection” and “Investment pieces” designer - Anonymity.
and Prada Journal clearly emphasize because of consistency (BOF, 2015).
the brand’s challenge to the current Latest campaign is to challenge
ideology of fashion. the senses to discern between
memory and oblivion; real and
unreal.
GENTLE MONSTER
DIRECT COMPETITORS
BALENCIAGA GUCCI
Brand Unique • Logos : Balenciaga • Logos

Identity Identity • B monogram • Florentine Heritage
(External) • Break down norms • Italian craftsmanship
• 3 Wave • Gucci stripes : Green-Red
• Cristobal Balenciaga • GG Gold logo.
• Streetstyle Couture.
Visual Packaging Packaging

Light gray with “BALENCIAGA” logo in Gucci equilibrium sustainable packaging, Pat-
the middle. terned green with black “GUCCI” logo .
Store Store
“Retail warehouse” concept : direct and Gold and bright from the outside; Florence
raw. Hyper-real models and conveyor opulence on the inside. Soft furniture with
rails. drama of decorative elements infused with
technology.
Colors Colors
Silver, gray, white and one accent color. Green, black, white, brown, red, and yellow.
Brand image and Consistent, especially the anti-fashion Consistent, only the gothic punk aesthetic
Brand Identity digital cult doesn’t translate well
Relationship

PRADA SAINT MARGIELA

LAURENT
• Logos • Monochrome color • Tabi shoes

• Nylon • “Saint laurnet” logo • Anonymity
• Red strip • YSL acronym • Martin Margiela
• Rebellious act • French foundation • Covered faces models
• Timeless yet effortless chic • Sleek tuxedo • Numbered label.
• Italian heritage “Milano”. • Chic celebrity.
Packaging Packaging Packaging

black with silver “PRADA” logo. Classic black with white monochrome, logo free, four
“saint laurent” logo. white stitches and blank tag;
Symbol of quiet confidence and
exclusivity.
Store Store Store

“Prada Epicenter” Collaborated with a Complimentary coffee and water. never listed in phone books or
few architecture infused with technol- Excellent customer service. identified with signage. Standard
ogy (VR) to create a seamless experi- white lab coats uniform.
ence.
Colors Colors Colors

Mint green Prada, yellow, black, white Monochrome with spark of gold. Mar- “whites” in stores, HQ and back-
and red. ble and soft white light. drop sheets.
Consistent Mostly consistent, however the brand Consistent, however it’s getting
wants to be rebellious but the brand harder to expand the brand while
image is more serious. staying anonymous.
GENTLE MONSTER
DIRECT COMPETITORS
BALENCIAGA GUCCI PRADA SAINT MARGIELA

LAURENT
Strengths • High brand • Strong global • High brand • Timeless • Creative

loyalty presence loyalty design Theatrics
• Emotional • Established • Distribution in luxury • Selective
attachment brand image and reach of “Investment awareness.
to products • Great CSR products pieces”. • Excellent
• Brand activities. • Feasible cost • Strong craftsmanship.
heritage of • Strong • Good ROI focus on • High customer
revolutionis- social media • Tech-orient- all product loyalty
ing women’s engagement ed categories.
fashion. and culture. • Consistent
• Consistent identity
mid-price
range.
• Strong
social media
engagement.
Vulnerability • New in cou- • Instability in • High prices • Heavily rely • Anti-semitic.

ture management • Availability on their • Restricted
• Huge money • Big range of • New logo. awareness.
to maintain product entrants. • Not putting • Hard to
brand image • Depends on • Rely too their logo in maintain the
• Depends on the trend : much on RTW. mysterious-
the trend : short term Nylon. • Availability ness.
short term • Counterfeiting. of cheaper
brands.
• Changing
customer
needs.
Distribution 182 directly op- 491 Directly oper- 633 Directly 251 Direct- 75 Directly oper-
erated stores in ated stores, half of Operated Stores ly operated ated stores, 20 in
mature markets them (291) are in in 70 countries, stores, half of Europe, 46 in Asia,
and Asia (Statis- emerging markets brand’s e-com- them (119) are key department
ta, 2020:Online). (Kering, 2021:On- merce, exclu- in emerging and multi-brand
“Exclusive distri- line). sive distribution markets (Kering, stores across Eu-
bution strategy” (Prada Group, 2021:Online). rope, US and Asia
2021:Online). (MaisonMargiela,
2021)

INDIRECT COMPETITORS
LOUIS VUITTON GIVENCHY OFF-WHITE
Founded 1854, Paris 1952, Paris 2013, Milan
Brand Image • Avant-garde street style, • Casual chic • Young

Creative evolution • Aristocratic elegance • Sophisticated
• Timelessness • Feminin-masculin. • Deconstruct youth culture
• Heritage in each product • Post-modern.
Brand Identity • Logo, Monogram logo, • Logo, 4G logo, Parisian • Graphic design, logo, arrow,
(External) quatrefoils and flowers, chic, heritage, Decon- stripes,offwhite, “quotation
heritage, craftsmanship, structed “GIVENCHY” mark”, Virgil Abloh, the new
brown-red color see it logo
Strength • Strong financial and distri- • Recognisable brand • Strong brand recognition
bution worldwide and social media presence.
• Strong brand recognition • Strong celebrity client • Innovative and trending
• Superior craftsmanship base designs.
• Huge customer loyalty • Strong financial and • Strong brand culture
distribution • New logo to fight counterfeit
Vulnerability • Weak on RTW • Limited target market • Heavily rely on logo

• Counterfeiting affect brand • Counterfeiting • Depends on the trend : short
image • Availability of New en- term
• Huge money to maintain trants. • New in the market
brand image • Confusion on luxury or
streetwear
GENTLE MONSTER
BARGAINING POWER OF SUPPLIER

• Strong digital presence and highly ad-
vanced.
• Innovative product offer and store experi-
ence.
• Higher operational cost in Europe com-
pared to Asia.
• Genderless patterns in production are still
rare, it can happen but it cost more for the
manufacturer (Vogue Business, 2021).
• Europe is the home for many fashion
houses, and they prefer to be associated
with strong and innovative brands. So,
Gentle Monster has a good bargaining
power in the suppliers.
BARGAINING POWER OF CUSTOMER

• The customers are willing to pay a slightly
higher price for a better quality product.
• Loyal customers to a brand that have the
same value.
• Lower spending since the pandemic.
• Higher demand for local brands or local-
ly-made products.
• Customers still prefer in-store shopping
with information found online.
• Collaborations allow customers to experi-
ence something new
• There is a threat for the constantly chang-
ing customer demands, but Gentle Mon-
ster has a strong loyal customer and
celebrity clients.
Gentle Monster x Tilda Swinton

THREAT OF NEW ENTRANTS

• There’s a limitation to store openings
because of COVID, this greatly affects new
entrants to engage to its customers (
FIVE FORCES PORTER’S MODEL Bain&Co, 2021 : Online ).
• The new entrants need a significant value
Gentle Monster RTW in European Market
improvement for customers to switch to
their brand.
• The threat of new entrants is low; because
COMPETITION OF EXISTING COMPETITOR even though there are many new entrants,
• The presence of direct competitors such not all of them can successfully penetrate
as Balenciaga, Gucci, Saint Laurent, and the market.
Maison Margiela.
• Fragmented industry with many competi-
tors both international and local.
• Customer’s loyalty to the values of existing
DTC companies ( Bain&Co, 2021 : Online ). THREAT OF SUBSTITUTE PRODUCTS
• Ready to Wear market is suffering, partic- • The market is highly competitive and offers
ularly in the formal offer ( Bain&Co, 2021 : similar products.
Online ). • If the customers like the brand they will
• Gentle Monster have a strong customer want to purchase more, but there is a
base but due to big players in the industry, threat compared to local brands.
the competitive rivalry is high. • Increased popularity of fast fashion.
• Increased customer uncertainty because of
good quality counterfeited products, sup-
ported by those who are looking for more
affordable alternatives ( The Fashion Law,
2021 : Online ).
• The threat of product substitution is low
because Gentle Monster’s products will be
innovative and provide status to its cus-
tomers.
GENTLE MONSTER
CHAPTER 02 : STRATEGIC BRAND ANALYSIS - SELF-ANALYSIS
BRAND IMAGE
EXISTING EMOTION/IMPRESSION
• Influencer campaigns created a customer cult that appealed to interna-

tional clients via social media. The worldwide content and collaborations
also offer one story through striking imagery, video and sound ( Cac-
tus Digitale, 2021 : Online ).
• “Gentle Monster intentionally comes over more as a generagnostic cre-
ative entity than a conventional specialised brand” (WGSN, 2021: Brand
Case Study 2021). Their experiential and disruptive forward thinking
providing breakthroughs in the fashion industry.
• The emotional impression is highly tied with its store: Immersive and
sensory shopping experience fueling customer’s desire for physical
fantasy.
• Gentle Monster provides luxury eyewear from classic frames for fashion
followers, to the avant garde glasses for fashion leaders. “Gentle stands
for humble and wearable designs balanced against the ‘Monster’ aspect
of attitude and uniqueness” (Farfetch, 2021)
• Kris Wu is an Chinese-Canadian star who have rape allegations and high-
ly affecting the #MeToo movement in China. As his online presence was
wiped from China, several luxury brands such as Louis Vuitton, Porsche
and Bulgari cancelled their contract (Guardian, 2021). Gentle Monster also
pulled off their collaborations from their website; customers know where
Gentle Monster stands on #MeToo movement.

EXISTING REPUTATION INNOVATIVE
• K-pop culture : Gentle Monster riding the wave • Lessen gentle monster association
of popularity of the South Korean entertainment with Kpop. Creating a strategy for
industry, specifically ‘My Love From The Stars’ the European market such as fashion
because the product was used by Korean actress week and local influencers.
Jun Ji-Hyun. The brand is highly associated with • Ready to wear collection with Europe-
its country of origin because traditionally eyewear an manufacturers mixing both Euro-
market are dominated by Western luxury brands pean and Korean craftsmanship.
(BOF, 2016:Online) • Invent an emotional attachment to
• ‘Attention - grabbing’ retail experience : Gentle the products and the brand in order
Monster team are called to design a luxury depart- to form a high brand loyalty. Infusing
ment store in SKP-S ( Frame, 2020 : Online ). the existing DNA to the Ready to Wear
• LVMH invested $60 million for a 7% stake in Gen- in all aspects.
tle Monster Inc. Hopefully this will kick start Gentle
Monster’s road to become a billion-dollar brand
(Vogue, 2021:Online)
• Hankook Kim once said “I want my employees to
be able to buy a house”, as one of the reasons to
grow the company (WWD, 2018 : Online).
SELF- ANALYSIS 32
GENTLE MONSTER
BRAND HERITAGE - BRAND CULTURE
EXISTING
The brand was made based on unmet needs of ultra-oversize eyewear to

satisfy the small-face beauty standard in Asia. Gentle Monster have no com-
petitor in the niche market because it injected an inclusivity in the traditional
eyewear market.
Gentle Monster’s creative mission : ‘art for art’s sake’. The visual language
goes beyond places and spaces, “There is always a universally understood
creative handwriting that is instantly identified and recognised as Gentle
Monster” (Cactus Digitale, 2021 : Online ).
Customer experience is a priority, Gentle Monster hires only 6 people for eye-
wear designer while 60 people work for store visuals. Hankook Kim wanted
the products to be exhibited, to show artistic side (The Industry Fashion,
2019).
Gentle Monster have a unique narrative in this digital communication, creat-

ing a new hyper-modern communications method to rediscover the power
of community and a sense of belonging for its cult followers ( WGSN, 2021:
Brand Case Study 2021). Inclusive approach such as diversity model and
genderless collections.
The brand continuously approaching interest as a creative entity rather

than a specific brands; for example its kidswear collection, avant-garde des-
sert shop ‘nudake’, and genderless skincare tamburins.
Embracing the future : visually illustrating the possibility the future holds
through store visuals and collection concepts. Collaboration with HUAWEI
proves this point.

Gentle Monster Kids NUDAKE
TAMBURINS Gentle Monster X HUAWEI
INNOVATIVE to be applied in RTW

• Ready to wear can be used for daily activities, progressing the brand to be a lifestyle brand.
• Product development : genderless technology infused fashion.
• Transparency and Sustainability : Eliminate waste with digital fashion, involved in sustain-
able movements, great CSR and be more transparent.
• Cultural impact : discussing social issues more clearly with artistic approach via online and
offline presence.
SELF- ANALYSIS 34
GENTLE MONSTER
Gentle Monster Xian SKP Store
Gentle Monster x Heron Preston
Gentle Monster X FENDI

STRENGTHS, STRATEGIES
EXISTING :
Experimental stores as the brand’s project

Gentle monster is the only one who creates multisensory experience through
product and space. These ‘Attention-grabbing’ adds layers of richness to
their offerings, using one voice to tell a story, making it more coherent. This
store is a destination that allows customers to discover the brand physically,
could result in customers forming authentic relationships, engaging memo-
ries, spending more time and essentially money.
Non-traditional advertising : Incredible offline and online experience

Focus : Gentle Monster x Heron Preston - The Hide and seek event
Their products are exclusive and not for sale. The items will be dropped in
random spots in different cities, allowing customers to follow the journey via
social media to get the collaboration pieces (Gentle Monster, 2021 : Heron
Preston )
On-trend Collaborations ( various collaborations on history p. 05 )

Focus : Gentle Monster x Fendi
The collections are a combination of Gentle Monster’s innovative designs
and Fendi’s craftsmanship. Video shot by Russian artist, AES+F portraying
the dreamlike future images. Moreover, a Gentle Fendi Cafe pop up allows
customers to get further engagement of both brands (Gentle Monster, 2019 :
Fendi).
SELF- ANALYSIS 36
GENTLE MONSTER
Gentle Monster Singapore
Gentle Monster Campaign
Gentle Monster Dubai
#CODEPINK
CODE.GENTLEMONSTER.COM

Self-manufacture : Avant-garde product at affordable prices

This can be achieved because the brand acquired a Luxottica Group’s ex
factory in Korea. This allows themself to produce a high quality product at a
reasonable cost (BOF, 2016:Online)
Inclusive product & great in-store service

• A wide product selection from style and colours, fit for variety of face
shapes and genderless at the same time.
• Zeiss made their lenses producing a super sharp camera lens.
• The products are made with cellulose acetate that can bend to shape
without heat, allowing them to be adjusted to different facial structures
(Fashionista, 2018).
• A free adjusting service in-store, custom-fitted to each face.
Exclusive distribution
• 52 units of DOS stores and department stores, 31 in South Korea, 16 in
China and South-East Asian countries, 3 in the US, and 1 in London.
• Its own multi-brand store : Haus Dosan, South Korea.
• International webstore
• Stockists : 200 unit globally
• E-commerce : 12 website (Tmall and Farfetch)
• Globally work with 200 stockists its own international webstore
• (Gentlemonster, 2021)
Protect themselves with CODE PINK, anti-counterfeit campaign.
All of the strengths generate a strong social media engagement and strong
impact on culture. They are exploiting the instagram moment : an all-access
pass worldwide.
SELF- ANALYSIS 38
GENTLE MONSTER
STRENGTHS, STRATEGIES
INNOVATIVE:
• Limited product : wearable innovation, investment pieces, while staying
inclusive.
• Collaborate Korean craftsmanship with European manufacturers
• Develop a consistent mid-price range throughout all platforms.
• Transparency and Sustainability : Eliminate waste with digital fashion,
involved in sustainable movements, great CSR and be more transparent.
• Exclusive distribution and pop-up collaboration in Europe.
• Guerrilla marketing in Europe (360 degree customer experience).

VULNERABILITY
EXISTING
• Weak product branding.
• Early stages of globalisation made the products more heterogeneous.
• Leaning too much on celebrity endorsement or collaborations.
• Its biggest competition is its own portfolio.
• Huge money to maintain brand image.
• Higher operational cost in Europe compared to Asia.
• Low brand awareness in european market
• Not a lot of exposure about the brand’s transparency, especially about
sustainability.
VALUES
EXISTING : Imaginative, Boundary-pushing, Future vision and Weird beauty.
SELF- ANALYSIS 40
Gentle Monster Probe Campaign
GENTLE MONSTER
CHAPTER 03 : BRAND IDENTITY SYSTEM
FACETS
BRAND AS PRODUCT
Product scope : Eyewear, Optics, Skincare and Dessert.
Product attributes : Investment pieces

• High quality, durable
• Futuristic street style
• Inclusive (genderless)
Quality / Value
• Affordable price.
Country of origin :
Korean culture in a sense of shape and European craftsmanship.
BRAND AS ORGANIZATION
Organisation attributes
• Inclusive : genderless and diversity.
• Transparent : CSR and sustainability.
• Inspiring future narrative : Boundary-pushing imagination and interpreta-
tion of the world, especially social issues
• Purity of art : weird beauty aesthetic, “Weird beauty” looks gentle but has
great passion and enthusiasm inside.
• Smartwear : Boundary pushing concept with technology advancement.
Local vs global : Global

Gentle Monster X SANKUAZ
BRAND IDENTITY SYSTEM 44

GENTLE MONSTER
BRAND AS PERSON
Personality
• Forward thinking
• Trendsetter
• Artistic freedom, youthful
• Brand ambassador & Collaborations : Culture redesign
Brand-customer relationship
• Inclusive
• Inspiration
• Transparent
• Experimental engagement
• Culture redesign
BRAND AS SYMBOL
Visual image & metaphors

• Minimalistic & versatile logo
• Futuristic and experimental store, packaging, and products
• Colors : futuristic and dreamy colors.
• Slogans : See beyond, art for art’s sake and curiosity of the
unknown.
Brand heritage
Gentle Monster Kids Experimental store experience

Gentle Monster Packaging Jentle
Gentle Monster Circle of life Gentle Monster Campaign Gentle Monster Packaging

GENTLE MONSTER
BRAND DNA
Present :
• Culture redesign
• Weird
• Pioneer
• Unpredictable

OUTPUT
VALUE PROPOSITION
Functional benefit : High quality yet accessible price
Emotional benefit : Future thinking, sense of belonging and inspiring
Symbolic benefit :
• Self representation : as ‘future trendsetter’, confident and stylish.
• Research : Niche fashion with a rebel attitude.
CREDIBILITY
• Customers expect to get the same value and experience as gentle mon-
ster eyewear, Nudake (dessert shop), and Tamburins (skincare brand).
• Co-branding with existing international brands to culturally connect with
the new target market.
• Why the right extension? Gentle Monster have been showing visible
crossover to other product genres. The brand message and creative vi-
sion is unpredictable and it delivers. Younger customers value brand sto-
ries and accelerated technological change, Gentle Monster could portray
these intangible assets as well as their tangible assets in other product
categories related to creative force, including Ready-to-Wear.
BRAND-CUSTOMER RELATION TOOLS

• Exclusive physical stores : experimental projects and personalised ser-
vices
• Social media : instagram moments
• Websites : Webstore for Europeans
• Collaborations : Exhibition collaborations or collaborative product cus-
tomization.
• Events : Exclusive distribution and pop-up in Europe.
• A good CRM : newsletter, loyalty card, services
• Guerrilla marketing in Europe (360 degree customer experience).

Gentle Monster Void
GENTLE MONSTER
CHAPTER 04 : IMPLEMENTATION SYSTEM - POSITIONING
POSITIONING MAP
The following map highlights Gentle Monster brand positioning focusing on

their possible direct competitors in the luxury market.
• “Exclusive - Accessible” The brand and the product positioning them-

selves to be easily or hardly reached by the customers in terms of
brand image, brand identity and the distribution channels.
• “Fashion forward - Heritage” The brand pride themselves with the her-
itage and fashion system or the “break the norm” and re-defining fashion
in their overall brand performance.

POINTS OF PARITY
• Unique and timeless couture

• Aesthetic : Futuristic Street Style
• High Quality and Accessible Prices
• Experiential strategy; strong presence on all market-relevant social media.
POINTS OF DIFFERENCE
• Immersive store experience

• Cutting edge digital transformation
• Asian Heritage and craftsmanship
• Excellent and trained customer service
COMPETITIVE STRATEGY
• Gentle Monster’s non traditional advertising methods created a different

customer segment
• Gentle Monster’s physical store will attract people to visit and wonder,
this will lead to product discovery. Developing a more authentic relation-
ship with the customer generated by engaging memories and emotions
• Personalisation service.
IMPLEMENTATION SYSTEM 52
GENTLE MONSTER
CHAPTER 04 : IMPLEMENTATION SYSTEM - EXECUTION
4P - PRODUCT
PRODUCT MANAGEMENT
STRATEGY
• 600 SKU in one collection

• Assortment mix
• 25% outerwear
• 10% dress/jumpsuit
• 30% top
• 30% bottom
• 5% Small accessories
• Segmentation : Streetwear and
formal wear.
• Demand activity marketing : pro-
duce in limited numbers.
PRODUCT STRATEGY
• Product design : Futuristic, tech-

nology infused and genderless.
• Code Pink for the authentication
card.
• Packaging : high quality box
wrapped in logo tissue paper and
paperbag.

BCG MATRIX : Genderless products
STAR QUESTION
Outerwear/hoodie Technology infused
Eyewear Customer still not familliar with this
Investment pieces : higher value concept, but might be interested to
and durability try something new.
CASH COW DOG

T-shirt and small accessories. Formal wear is declining in the mar-
This cost lower than others, and ket, however it is necessary. Gentle
show belongings. Monster could improve the formal
wear to be more streetstyle.
GENTLE MONSTER
Product examples

4P - PRICE
SELLING PRICE :
Accessible price strategy €200-€7.000.

• Retail price is consistent throughout all channels.
• Limited stock for exclusivity.
• Discounts : Highest discount will be 15%
• Payment arrangement : Debit, Credit, Points from banks
PRICE CONSIDERATIONS :
• Customer : Mostly in the lower spectrum to reach a younger demographic

with lower income. Some products are high in the spectrum if its technol-
ogy-infused.
• Price vs quality : Price are indication of quality
• Competition benchmark : based on
• Price matching services for satisfy customer perceived value (Price minus
costing) due to marketing activities.
GENTLE MONSTER
4P - PLACE
DISTRIBUTION : Exclusive distribution strategy
Omnichannel : Blurring between offline, online and social media.
70% Offline 30% Online
Retail Directly Operated Stores Direct Online store
(Direct) Flagship stores Official website
80%
Wholesale Department stores Multi-brand online store
(Indirect) Concession (Shop in Shops)
20% Pop up stores
STORE DISCOVERY STRATEGY :

The stores are located in high traffic area letting the new market discover the
brand and wonder. This resulted into more authentic relationship with the
customer generated by engaging memories and emotions.

Online Virtual Shop

This allows the users to
experience Gentle Monster’s
universe by visiting the
Flagship store as Zepeto’s
avatar. It is another experi-
ment on Future Retail.
LOCATION : focus in Milan

• Monobrand store : Shopping center close to its competitor
(Brera, Corso como and flagship at montenapoleone)
• Department stores : Rinascente and SlamJam
• Pop up at Montenapoleone
• Website : gentlemonster.com domain and social media plat-
form
• E-commerce : Farfetch, Net-a-porter and Ssense
MARKET COVERAGE
• Main focus : Paris, Milan and London
• Secondary : Germany and Spain
LOGISTICS
• Products manufactured in Europe
• High quality control : mass-produced but with highly innova-
tive and craftsmanship.
GENTLE MONSTER
4P - PROMOTION
PR ACTIVITIES
Fashion Week
Surprise street fashion show near the fashion show venue.
Press : Vogue, Business of Fashion, Hypebeast and WGSN about

the futuristic collection, also the future of retail.
Guerrilla marketing : Put the logos everywhere on the streets.

SURPRISE DROP
Free capsule collection dropped in several areas around europe.

(hide and seek) Packaged in a box with barcode for instruction —
free to take by lucky finders. Tune in to the exact drop time and
location via @gentlemonster story.
GENTLE MONSTER
4P - PROMOTION
DREST - APPLICATION
The world’s first interactive luxury styling game
made for future-fashion enthusiasts, featuring real
products from the runway that can be purchased
through farfetch. Moreover, players can donate in
the game to several charity platform. Representing
all fashion core-creativity, philanthropy, and inclu-
sivity : All good for forward thinking brands like
Gentle Monster. ( Vogue, 2020: Online )
This allows Gentle Monster to position itself with its
direct competitors.
Gentle Monster in Drest App Mock Up

COLLABORATIONS
INES ALPHA
• Based in Paris
• Background : Art director of advertising, specialised in
storytelling. Talk about social issues through art too.
Also her identity fits perfectly with Gentle Monster.
• Style : iridescent, fantastical future, and surreal
• Method : 3D make up in the campaign and Instagram/
Snapchat AR filter
• ( Metal Magazine, 2021 )
Kicki Yang Zhang

• Based in Berlin, Chinese heritage
• Background : Beauty, art, fashion and life experience
like racism
• Method : Creative ad campaign, statement art about
racism or diversity
• (Teen vogue, 2019)
GENTLE MONSTER
4P - PROMOTION
MAKE A DIGITAL INFLUENCER

• Bio : 23 years old Korean-Italian living in Paris
as a fashion enthusiast and has his own art
studio. They support #BLM #LGBT and being
diverse, not affected by political issues.
• Androgynous digital influencer are rare in the
market and this can help Gentle Monster to
translate the brand’s personality.
• There’s not many European based digital influ-
encers.

CELEBRITY ENDORSEMENT
Paparazzi shots of the celebrities wearing
the products.
• Billy Eilish : Futuristic style
• Lil Nas : Attitude & Diversity
• Cara Delevingne : Genderless & Brave
• Bella Hadid : Fashion icon
• Willow and Jaden Smith : Genderless
• Alice Pagani : Italian influencer
GENTLE MONSTER
4P - PROMOTION
INFLUENCER CAMPAIGN
Patricia Manfield @heir - 406k followers

• City: Milan
• Engagement Rate : 2.35% ( SocialBlade, 2021 )
• Another member of the Italian it-girl gang, the
pouting street style influence is always on-trend.
But also: singer and co-creator of the blog The
Atelier.me ( Instagram : @heir, September, 2021 )
Abisola Omole @abimarvel - 41.1k followers

• City : London
• A style and interior blogger (arvastories.com).
Her outfits are impeccable, a mix of timeless
and fashion-forward. Contributor of Harpers
Bazaarus and Cubicle ( Instagram : @abimarvel,
September, 2021 )
Hera Pradel @herapradel - 23k followers

• City : Paris
• Parisian-based social media that breaks the cli-
che of Parisian style. Inspired by parisian lifestyle
mixed with streetstyle silhouette ( Andogyny ,
2019 )

INFLUENCER CAMPAIGN
Wisdom Kaye @wisdm - 1.6M followers

• City: Texas , influence europe
• “Best-dressed guy on tiktok” (Vogue, 2020). His
outfits riff off the 1970s in a new, modern way
hinting surrealism ( Instagram : @wisdm, Sep-
tember, 2021 )
Joel @gallucks - 361k followers

• City : London
• Coolest trends in casual and streetwear, deliv-
ered amongst a backdrop of minimalist design
and futuristic architecture ( Instagram : @gal-
lucks, September, 2021 ).
All influencers chosen could help Gentle Monster to be

more inclusive and send the message beyond collec-
tions and campaign shoots.
These groups of people will livestream their activities for

a day in Gentle Monster’s instagram. They will create
a buzz as people see them directly on the street using
attention-grabber collection.
Locations : City center, cafe, and bar at night
Other options : @sitabellan @sangiovanni @_magda_

@curlyfrysfeed @_mmaxinewylde
Proposed Logo for Gentle Monster RTW
GENTLE MONSTER
STYLISTIC IDENTITY
Product-related permanent codes
• Quality : High and very durable.

• Performance : Wearable for casual or formal events
• Offer : Genderless futuristic streetstyle
Aesthetic and stylistic elements
• Weird beauty aesthetic features with futuristic innovation.

• Decorative elements are alienated objects with a serious robotic attitude.
TYPOGRAPHY
Gentle Monster Font - condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 .,?!:;’”/\+-=@#$%^&*()[]{}
Gentle Monster Font - Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890 .,?!:;’”/\+-=@#$%^&*()[]{}

Key components
LOGO EMBLEM ARTISTIC
FUTURISTIC TECHNOLOGY SERIOUS ATTITUDE PATTERN
IMAGINATIVE FLUIDITY PACKAGING ALIEN OBJECTS
COLOURS
GENTLE MONSTER
RETAIL IDENTITY
Location
• Shopping area, Department
store, near its competitor.
• Offline and Online
Events
• The store itself is a powerful
brand experience. Customers
can take pictures and appre-
ciate the art. Taking advan-
LIGHT FUTURISTIC LOW DENSITY
tage of instagram moments.
FUTURISTIC ART INTERIOR UNUSUAL MANNEQUIN
FITTING ROOM FREEDOM INSTAGRAM MOMENT

ATMOSPHERE
Vision :
• Colours : bright futuristic colours. Metallic,
• VM : Customers are invited to try gadgets & appreciate the art. Simple
genderless approach merchandising and clear categorisation.
• Windows : open barrier, logo, and transparent window to invite people to
discover the brand.
• Display : focal points with new collection in unusual mannequin and mov-
ing art objects.
• Density : low - luxurious feeling
• Space : imitating other planet
• Lights : dark space or light futuristic. clarity.
Sound
• Unfamiliar tone, slow-beat and medium volume, alienated backsound
music. Wordless music so customers won’t think too much about the
lyrics.
Smell :
• Perfume of natural elements depends on the theme, for example rock or
linen fragrance
• The smell of fresh cotton in the fitting room will bring comfort and relax-
ation to the customers.
Touch
• Temperature : A hint of coldness to feel alienated.
• Material : soft, stone, glass, mirror, and stainless steel.
• Sofa, shelf and table : Collaboration with interior designer.
Social
• Wireless system, no conventional point of sale, no barrier between cus-
tomer and brand. The sales happen anywhere.
• Wide retail footprint so customers can walk freely.
• Sales associates wear no uniform, but wear the brand’s apparel
• Sales protocol : Informal, relaxed, friendly and open attitude allowing free-
dom to customers. Competent in product and general brand information.
• Customisation : depends on each collection could be name print or other
services.
GENTLE MONSTER
COMMUNICATION IDENTITY
CAMPAIGN MESSAGE
• 70% explicit 30% implicit The campaign implies both explicit and implic-
it message. The campaign itself is explicit as the information needs to
be acknowledged. However, some messages are implicit as it won’t be
shown to let the customer wonder. The implicit might be a way to slowly
educate the customer of the brand’s identity
• EMOTION (50%) INFORMATION (50%) These two campaigns will appeal
to both emotions of those who can relate to the brand, its value, aesthet-
ic, functions, and the main focus is ‘uniqueness’.
COLLABORATIONS
• The collaborations will be communicating the brand’s DNA. The selection

of collaboration will depend on the trend analysis.
• Gentle Monster RTW will be communicating more about diversity, inclu-
sivity, and sustainability as a corporation.
DIVERSITY
• Diverse characters continuously appear throughout the campaign, ex-

panding and transforming the concept of ‘diversity.’

CSR
• Equality in organisation structure

• Employee benefits
• Donations to help COVID situation in Europe
• Transparency
SUSTAINABILITY
• Eliminate waste with digital fashion

• Sustainable movements
• Sustainable packaging : No use of plastic
• Carbon emission
GENTLE MONSTER
TIMELINE 2022
JANUARY MARCH MAY
• Fall/Winter 22 Production • Social Media Campaign • Fall/Winter 22 deliveries to

start • Sales -10% stores
• New Year Event • Guerrilla Marketing • Website update
• New Year Sales -15% • Press Media • Social Media Campaign
• Application launch : Drest • Collaboration for Gender • Collaboration for LGBT (17
equality May)
FEBRUARY APRIL JUNE
• Valentine • Social Media Campaign • Fall/Winter 22 Sell-out

• Guerrilla Marketing • Guerrilla Marketing • Paid Ads
• Promotion on Drest applica- • Press Media • Social Media Campaign
tion : Paid Ads • Collaboration for sustainabili- • Celebrity endorsement
ty (Earth Day 22 April) • Press Media

JULY SEPTEMBER NOVEMBER
• Fall/Winter 23 collection • Fashion week • Fall/Winter 23 collection

development • Social Media Campaign presentation
• Sales -15% • Guerrilla Marketing • Social Media Campaign
• Guerrilla Marketing • Press Media • Website Update
• Celebrity endorsement • Celebrity endorsement
AUGUST OCTOBER DECEMBER
• Surprise Drop • Social Media Campaign • Christmas event

• Social Media Campaign • Sales -15% • Social Media Campaign
• Guerrilla Marketing • Celebrity endorsement • Christmas Sales -15%
• Press Media • Collaboration for Global
Diversity awareness
• Halloween social media
event
GENTLE MONSTER
SWOT
SWOT
STRENGTH
• Understand the customer : great retail experience and instagram moment

• Universally understood creative handwriting : futuristic and weird beauty
• Investment pieces : Innovative and genderless products
• Great personalisation through omni-channel platforms.
• Strong brand culture and reputable brand image in fashion
WEAKNESS
• Sustainability actions is lower compared to other competitors.

• Customer’s loyalty to the existing brands.
• Technology-infused products cost more than normal ones.
• Weak emotional attachment to the products
• Huge money to maintain brand image

OPPORTUNITIES
• Expand to athleisure products

• Preparing for the revenge travel’s customer behaviour.
• Product collaboration with more European celebrities.
• Improving company’s transparency, CSR and be more involved in local
sustainability actions
THREAT
• Higher operational cost in Europe compared to Asia.

• A new type of Corona virus will worsen customer’s confidence again.
• Customer misunderstood the message sent in the campaigns and it could
backfire to the brand image.
• Bargain-shopping culture risen and customer only wait for discount sea-
son to shop.
GENTLE MONSTER
CONCLUSION
• Gentle Monster is a Korean sunglasses brand that has been

transforming its brand to a lifestyle brand through several
brand category extensions.
• Gentle Monster is one of the contributors of fashion evolu-
tion, especially in retail experience.
• The Ready-to-wear brand’s category extension made in line
with Gentle Monster’s brand identity and strengths.
• Marketing strategy, timeline and a few of the brand’s identity
are made based on the trend of European market analysis.
• In the end, Ready-to-wear is an excellent category extension
for Gentle Monster that could both satisfy and surprise the
customer.
Gentle Monster x Heron Preston

REFERENCES
AlHumiri, S., 2019. The Celeb-Fave Sunglasses Brand Ali, A., 2021. Gentle Monster Unveils Latest Futuristic
That’s Taking Over Your Insta Feed Just Landed In Eyewear Collection. [online] HYPEBEAST. Available at:
Dubai. [online] Harper Bazaar. Available at: <https:// <https://hypebeast.com/2021/1/gentle-monster-lat-
www.harpersbazaararabia.com/fashion/the-style/ est-eyewear-collection> [Accessed 21 August 2021].
gentle-monster-the-up-coming-sunglasses-brand-
that-your-fave-celebs-have-been-styling> [Accessed 1 Cammareri, I., 2018. Gentle Monster Masters Immer-
August 2021]. sive Retail | ORDRE. [online] Ordre.com. Available at:
<https://www.ordre.com/en/news/a-lesson-in-retail-
Duan, N., 2018. Meet Gentle Monster, a Korean Brand with-gentle-monster-862> [Accessed 22 August 2021].
Creating Eyewear For Every Face Shape. [online] Fash-
ionista. Available at: <https://fashionista.com/2016/04/ Chao, J., n.d. gentle monster — Jacqueline Chao.
gentle-monster> [Accessed 1 August 2021]. [online] Jacqchao.com. Available at: <https://jacqchao.
com/gentle-monster-1> [Accessed 22 August 2021].
Koreaboo. 2017. From English Summer Camp To $160
Million Eyewear Company... Meet Gentle Monster. [on- Weloveglasses.com. 2019. Korean Eyewear Label
line] Available at: <https://www.koreaboo.com/stories/ Gentle Monster’s 2019 Eyewear Campaign “13”. [online]
english-summer-camp-160-million-eyewear-company- Available at: <https://www.weloveglasses.com/news/
meet-gentle-monster/> [Accessed 1 August 2021]. korean-eyewear-label-gentle-monsters-2019-eye-
wear-campaign-13/> [Accessed 22 August 2021].
Business Of Fashion. 2009. Maison Martin Margiela |
The Cult of Invisibility - Part One | Uncategorized | BoF. Northman, T., 2018. Gentle Monster’s “Once Upon a
[online] Available at: <https://www.businessoffashion. Future” Collection Is All About Making a Statement.
com/amp/articles/news-analysis/maison-martin-mar- [online] HYPEBAE. Available at: <https://hypebae.
giela-part-one-–-the-cult-of-invisibility> [Accessed 1 com/2018/6/gentle-monster-once-upon-a-future-sung-
August 2021]. lesses> [Accessed 22 August 2021].
Wu, W., 2019. Can China Ignite the Wearable Tech Mar- Ong, J., 2019. Luca Mastroianni on his journey from
ket with Smart Eyewear? | Jing Daily. [online] Jing Daily. Instagram selfies to the new Gentle Monster campaign.
Available at: <https://jingdaily.com/can-china-ignite-the- [online] Itsnicethat.com. Available at: <https://www.
wearable-tech-market-with-smart-eyewear/> [Accessed itsnicethat.com/articles/luca-mastroianni-gentle-mon-
1 August 2021]. ster-photography-180619> [Accessed 22 August 2021].
Yotka, S., 2020. The Future of Retail Is Genderless. 오유진, 2021. [하우스 도산 (HAUS DOSAN)] 누데이크 (NUDA-
[online] Vogue. Available at: <https://www.vogue.com/ KE). [online] 네이버 블로그 | 카페 투어에 진심인 편 ✪‿✪. Available at:
article/the-future-of-retail-is-genderless> [Accessed 1 <https://blog.naver.com/PostView.nhn?blogId=red-
August 2021]. fox0127&logNo=222274392558&parentCatego-
ryNo=&categoryNo=14&viewDate=&isShowPopular-
Posts=true&from=search> [Accessed 22 August 2021].
REFERENCES & BIBLIOGRAPHY 80

GENTLE MONSTER
BIBLIOGRAPHY
Linkedin. 2021. About Gentle Monster. [online] Available Qian, Q., 2017. The Secrets to Gentle Monster’s Rap-
at: <https://www.linkedin.com/company/gentle-mon- id Rise | Jing Daily. [online] Jing Daily. Available at:
ster/about/> [Accessed 2 August 2021]. <https://jingdaily.com/the-secrets-to-strange-luxury-
eyewear-brand-gentle-monsters-quick-road-to-suc-
D’Arpizio, C. and Levato, F., 2021. The Future of Luxury: cess/> [Accessed 1 August 2021].
Bouncing Back from Covid-19. [online] Bain & Com-
pany. Available at: <https://www.bain.com/insights/ Sherman, L., 2016. How Gentle Monster Rode the
the-future-of-luxury-bouncing-back-from-covid-19/.> K-Pop Wave to $160 Million. [online] The Business of
[Accessed 2 August 2021]. Fashion. Available at: <https://www.businessoffashion.
com/articles/news-analysis/how-gentle-monster-road-
D’ARPIZIO, C. and LEVATO, F., 2020. BAIN-ALTAGAM- the-k-pop-wave-to-160-million> [Accessed 1 August
MA 2020 WORLDWIDE LUXURY MARKET MONITOR. 2021].
[online] Thediamondloupe.com. Available at: <https://
www.thediamondloupe.com/sites/awdcnewswall/ McKinsey&Co. 2020. The State of Fashion 2021: In
files/attachments/Bain-Altagamma%20Luxury%20 search of promise in perilous times. [online] Available
Study%2019th%20Edition.pdf> [Accessed August at: <https://www.mckinsey.com/industries/retail/our-in-
2021]. sights/state-of-fashion> [Accessed 2 August 2021].
Farra, E., 2016. Introducing Gentle Monster, Deloitte. 2021. A call for accountability and action. [on-
the Korean Eyewear Brand You Need to Know line] Available at: <https://www2.deloitte.com/content/
Now. [online] Vogue. Available at: <https://www. dam/Deloitte/global/Documents/2021-deloitte-glob-
vogue.com/article/gentle-monster-korean-eye- al-millennial-survey-report.pdf> [Accessed 2 August
wear-brand-new-york-store-opening-ceremony> [Ac- 2021].
cessed 1 August 2021].
Beauloye, F., 2021. Top 15 Most Popular Luxury Brands
Gentlemonster.com. 2021. GENTLE MONSTER Official Online In 2021. [online] Luxe Digital. Available at:
Site. [online] Available at: <https://www.gentlemonster. <https://luxe.digital/business/digital-luxury-ranking/
com/terms/terms.php> [Accessed 1 August 2021]. most-popular-luxury-brands/> [Accessed 2 August
Statista. n.d. Luxury Apparel - Central & Western Eu- 2021].
rope | Statista Market Forecast. [online] Available at:
<https://www.statista.com/outlook/cmo/luxury-goods/ BIONDI, A., 2021. When will European luxury recover?.
luxury-fashion/luxury-apparel/central-western-eu- [online] Vogue Business. Available at: <https://www.
rope?currency=EUR> [Accessed 1 August 2021]. voguebusiness.com/consumers/european-luxury-mar-
ket-recovery-2022> [Accessed 2 August 2021].
McKinsey&Co. 2020. Meet Generation Z: Shaping the
future of shopping. [online] Available at: <https://www. Maison Margiela. 2021. Boutiques. [online] Available
mckinsey.com/industries/consumer-packaged-goods/ at: <https://www.maisonmargiela.com/experience/
our-insights/%20meet-generation-z-shaping-the-future- boutiques/#search/coords/11.744310388741063,0/
of-shopping> [Accessed 2 August 2021]. ne/82.27418914461784,180/sw/-58.78556836713571,-
180> [Accessed 2 August 2021].

Forbes. 2020. Europe Predictions 2021: Digital Leaders Ynap. 2020. The Armani Group and YOOX NET-A-
Widen The Customer Experience Maturity Gap. [online] PORTER GROUP come together to design distribution
Available at: <https://www.forbes.com/sites/forrest- model for the future | YOOX NET-A-PORTER GROUP.
er/2020/10/16/europe-predictions-2021-digital-lead- [online] Available at: <https://www.ynap.com/news/
ers-widen-the-customer-experience-maturity-gap/> the-armani-group-and-yoox-net-a-porter-group-come-
[Accessed 2 August 2021]. together-to-design-distribution-model-for-the-fu-
ture/?utm_source=luxe.digital.> [Accessed 2 August
Deloitte. 2020. Global Powers of Luxury Goods 2020. 2021].
[online] Available at: <https://www2.deloitte.com/con-
tent/dam/Deloitte/at/Documents/consumer-business/ CB Insights Research. 2021. The Future of Fashion:
at-global-powers-luxury-goods-2020.pdf> [Accessed 2 Technology & the Industry | CB Insights Research.
August 2021]. [online] Available at: <https://www.cbinsights.com/
research/fashion-tech-future-trends/> [Accessed 2
Prada Group. 2021. Group Profile. [online] Available at: August 2021].
<https://www.pradagroup.com/en/group/group-profile.
html> [Accessed 2 August 2021]. Statista. 2020. The Kering Group: number of stores by
brand worldwide 2020 | Statista. [online] Available at:
Vogue. 2021. Has Fashion Really Embraced Technolo- <https://www.statista.com/statistics/1059134/number-
gy? We Chart the Ever Evolving Relationship Between of-kering-group-stores-worldwide-by-brand/> [Ac-
Maker and Machine. [online] Available at: <https://www. cessed 2 August 2021].
vogue.com/article/has-fashion-really-embraced-tech-
nology-a-timeline-of-tech-and-fashion> [Accessed 2 McKinsey&Co. 2020. The State of Fashion 2021: In
August 2021]. search of promise in perilous times. [online] Available
at: <https://www.mckinsey.com/industries/retail/our-in-
Kering Corporate. 2021. Kering 2021 First half Report. sights/state-of-fashion> [Accessed 2 August 2021].
[online] Available at: <https://keringcorporate.dam.ker-
ing.com/m/3998e216c8310e2d/original/Kering_2021_ Statista. 2021. Topic: Social media usage in Europe.
First-Half_Report.pdf> [Accessed 2 August 2021]. [online] Available at: <https://www.statista.com/top-
ics/4106/social-media-usage-in-europe/> [Accessed 2
Marr, B., 2021. Three AI And Tech Trends That Will August 2021].
Transform The Fashion Industry. [online] Forbes.
Available at: <https://www.forbes.com/sites/ber- Prada. 2018. Annual Report : PRADA GROUP HISTORY.
nardmarr/2021/03/26/three-ai-and-tech-trends-that- [online] Available at: <https://www.pradagroup.com/ en/
will-transform-fashion-industry/?sh=63611ce2746c> balance2018/the-prada-group-history.html> [Accessed
[Accessed 2 August 2021]. 13 March 2021].

GENTLE MONSTER
BIBLIOGRAPHY
Duan, N., 2018. Meet Gentle Monster, a Korean Brand Magazine-b. n.d. MAISON MARGIELA. [online] Avail-
Creating Eyewear For Every Face Shape. [online] Fash- able at: <http://magazine-b.com/en/maison-margiela/>
ionista. Available at: <https://fashionista.com/2016/04/ [Accessed 1 August 2021].
gentle-monster> [Accessed 1 August 2021].

Businessoffashion. 2009. Maison Martin Margiela | The
Kering.com. n.d. Balenciaga. [online] Available at: Cult of Invisibility - Part One | Uncategorized | BoF. [on-
<https://www.kering.com/en/houses/couture-and-leath- line] Available at: <https://www.businessoffashion.com/
er-goods/balenciaga/> [Accessed 1 August 2021]. amp/articles/news-analysis/maison-martin-margiela-

part-one-–-the-cult-of-invisibility> [Accessed 1 August
Kering.com. n.d. Gucci. [online] Available at: <https:// 2021].
www.kering.com/en/houses/couture-and-leather-
goods/gucci/> [Accessed 1 August 2021]. Prada Group. 2021. Prada Manifesto. [online] Available
at: <https://www.pradagroup.com/en/group/manifesto.
Kering.com. n.d. Saint Laurent. [online] Available at: html> [Accessed 1 August 2021].
<https://www.kering.com/en/houses/couture-and-leath-
er-goods/saint-laurent/> [Accessed 7 August 2021]. Pratt, R., 2015. The Secret of Saint Laurent’s Success.
[online] The Business of Fashion. Available at: <https://
Benissan, E., 2021. Eyewear’s new innovators: Indie www.businessoffashion.com/articles/news-analysis/
brands. [online] Vogue Business. Available at: <https:// the-secret-of-saint-laurents-success-saint-laurent-hedi-
www.voguebusiness.com/fashion/eyewears-new-inno- slimane> [Accessed 1 August 2021].
vators-indie-brands> [Accessed 1 August 2021].

The Economic Times. 2021. Rebellious Saint Laurent
Financial Times. 2020. How Anthony Vaccarello and continues to showcase latest collection online. [on-
Francesca Bellettini took Saint Laurent to €2bn. [online] line] Available at: <https://economictimes.indiatimes.
Available at: <https://www.ft.com/content/7d7c7f3e- com/magazines/panache/rebellious-saint-laurent-con-
4cc4-11ea-95a0-43d18ec715f5> [Accessed 1 August tinues-to-showcase-latest-collection-online/article-
2021]. show/82305884.cms> [Accessed 1 August 2021].
Maguire, L., 2020. Has the Gen Z gender-neutral store

finally arrived?. [online] Vogue Business. Available at: Millennial Marketing. n.d. The Power of Gen Z Influence:
<https://www.voguebusiness.com/companies/has- Marketing to Gen Z™. [online] Available at: <https://
the-gen-z-gender-neutral-store-finally-arrived?itm_ www.millennialmarketing.com/research-paper/the-pow-
source=manual_article_recommendation> [Accessed 1 er-of-gen-z-influence/#download-popup> [Accessed 1
August 2021]. August 2021].
Otb. 2021. Maison Margiela. [online] Available at: Williams, G., 2021. Can this Brand Make Avant-Gar-
<https://www.otb.net/en/our-companies/maison-mar- de Mass in China?. [online] Jing Daily. Available at:
giela/> [Accessed 7 August 2021]. <https://jingdaily.com/maison-margiela-retail-expan-

sion-chengdu/> [Accessed 1 August 2021].

Ashley, B., 2021. Stella McCartney to Gucci: Lessons SCHMIDT, I., 2017. Gentle Monster, Tilda Swinton’s
on the new gender-neutral. [online] Vogue Business. Favorite Eyewear Label, Opens in L.A. – The Hollywood
Available at: <https://www.voguebusiness.com/fashion/ Reporter. [online] Hollywoodreporter.com. Available
stella-mccartney-to-gucci-lessons-on-the-new-gen- at: <https://www.hollywoodreporter.com/news/gener-
der-neutral> [Accessed 23 August 2021]. al-news/gentle-monster-tilda-swintons-favorite-eye-
wear-label-opens-la-1044513/> [Accessed 22 August
Catena, M., Hazan, E., Ortega, M., Schmidt, J. and 2021].
Spillecke, D., 2020. The conflicted Continent: Ten charts
show how COVID-19 is affecting consumers in Europe. SURFACE. 2017. Surface Celebrates the Third-Eye
[online] McKinsey&Co. Available at: <https://www. Collection with Gentle Monster and Moooi – SURFACE.
mckinsey.com/business-functions/marketing-and-sales/ [online] Available at: <https://www.surfacemag.com/
our-insights/the-conflicted-continent-ten-charts-show- articles/dinner-moooi-gentle-monster-third-eye/> [Ac-
how-covid-19-is-affecting-consumers-in-europe> cessed 20 August 2021].
[Accessed 20 August 2021].
D’Arpizio, C., Levato, F., Prete, F. and Montgolfier, J., SELF-ANALYSIS

2020. Eight Themes That Are Rewriting the Future of
Luxury Goods. [online] Bain. Available at: <https://www. Davidson, H., 2021. Kris Wu arrest raises hopes for Chi-
bain.com/insights/eight-themes-that-are-rewriting-the- na’s #MeToo movement. [online] the Guardian. Available
future-of-luxury-goods/> [Accessed 22 August 2021]. at: <https://www.theguardian.com/world/2021/aug/06/
kris-wu-arrest-raises-hopes-for-chinas-metoo-move-
Eyewear Intelligence. 2021. Gentle Monster mixes ment> [Accessed 22 August 2021].
eyewear with cosmetics, cakes and artworks in new
retail format. [online] Available at: <https://www.ewin- Gentlemonster.com. 2019. GENTLE MONSTER | FENDI.
telligence.com/retail-and-distribution/gentle-monster- [online] Available at: <https://www.gentlemonster.com/
mixes-eyewear-with-cosmetics-cakes-and-artworks-in- stories/gentlefendi/> [Accessed 24 August 2021].
new-retail-format/87637.article> [Accessed 22 August
2021]. Gentlemonster.com. 2021. GENTLE MONSTER |
HERON PRESTON. [online] Available at: <https://www.
The Fashion Law. 2021. Nearly 1 in 10 EU Consum- gentlemonster.com/stories/heronpreston/> [Accessed
ers Have Mistakenly Purchased a Counterfeit Product 23 August 2021].
Over the Past Year, Per Report | The Fashion Law.
[online] Available at: <https://www.thefashionlaw.com/ Ingram, T., 2020. Why a retailer called on Gentle Mon-
nearly-1-in-10-eu-consumers-have-mistakenly-bought- ster to design an entire department store. [online]
a-counterfeit-product-over-the-past-year-per-report/> Frameweb.com. Available at: <https://www.frameweb.
[Accessed 22 August 2021]. com/article/why-a-retailer-called-on-gentle-monster-
to-design-an-entire-department-store> [Accessed 21
August 2021].

GENTLE MONSTER
BIBLIOGRAPHY
Jaye, M., 2019. How retail is entering an age of bon- Social Blade. 2021. Patricia Manfield. [online] Available
kers - TheIndustry.fashion. [online] TheIndustry.fashion. at: <https://socialblade.com/instagram/user/heir> [Ac-
Available at: <https://www.theindustry.fashion/how- cessed 15 September 2021].
retail-is-entering-an-age-of-bonkers/> [Accessed 23
August 2021]. Social Blade. 2021. Abisola Omole. [online] Available
at: <https://socialblade.com/instagram/user/abimarvel>
Pratten, N., 2018. Gentle Monster CEO’s Mantra of [Accessed 15 September 2021].
Unpredictability – WWD. [online] Wwd.com. Avail-
able at: <https://wwd.com/accessories-news/eye- Social Blade. 2021. Hera Pradel. [online] Available at:
wear/gentle-monster-ceo-highlights-unpredictabili- <https://socialblade.com/instagram/user/herapradel>
ty-1202717083/> [Accessed 25 August 2021]. [Accessed 15 September 2021].
Rossi, S., 2019. Future Now – Gentle Monster - Cac- Social Blade. 2021. Wisdom Kaye. [online] Available
tus Magazine. [online] Cactus Magazine. Available at: at: <https://socialblade.com/instagram/user/wisdm>
<https://www.cactusdigitale.com/articles/gentle-mon- [Accessed 15 September 2021].
ster> [Accessed 23 August 2021].
Social Blade. 2021. Joel. [online] Available at: <https://
Yu, S., 2021. Gentle Monster: The Korean Sunglasses socialblade.com/instagram/user/gallucks> [Accessed
brand Revolutionising the Eyewear Industry. [online] 15 September 2021].
Farfetch. Available at: <https://www.farfetch.com/style-
guide/brands/gentle-monster/> [Accessed 20 August RADIN, S., 2019. This Instagram Artist Is Turning Her
2021]. Face Into Beautiful Works of Art. [online] Teen Vogue.
Available at: <https://www.teenvogue.com/story/
ALLAIRE, C., 2020. Wisdom Kaye Is the Best-Dressed kickiyangz-instagram-artist-turns-face-into-beauti-
Guy on TikTok. [online] Vogue. Available at: <https:// ful-works-of-art> [Accessed 15 September 2021].
www.vogue.com/article/wisdom-kaye-tik-tok-fashion-
interview> [Accessed 11 September 2021]. SULLIVAN, R., 2020. Is This Virtual Styling App the
Future of E-Commerce?. [online] Vogue. Available at:
Brooks, R., 2021. Ines Alpha | Metal Magazine. [online] <https://www.vogue.com/article/virtual-styling-app-
Metalmagazine.eu. Available at: <https://metalmag- drest-e-commerce> [Accessed 14 September 2021].
azine.eu/en/post/beauty/ines-alpha> [Accessed 16
September 2021].
The Androgyny. 2019. How French influencer Hera

Pradel breaks the clichés of Parisian style. [online] Avail-
able at: <http://theandrogyny.com/how-french-influenc-
er-hera-prade-breaks-the-cliches-of-parisian-style/>
[Accessed 16 September 2021].


Gentle Monster Extention To Ready-To-Wear in Europe

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Read this document in other languages

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Gentle Monster Extention To Ready-To-Wear in Europe

Uploaded by

Copyright:

Available Formats

GENTLE

ISTITUTO MARANGONI MILAN

Gentle Monster x FENDI

05 CHAPTER 1: COMPANY ANALYSIS

07 CHAPTER 2 : STRATEGIC BRAND ANALYSIS

Michelle Allena | 070647

43 CHAPTER 3 : BRAND IDENTITY SYSTEM

50 CHAPTER 4 : IMPLEMENTATION SYSTEM

Gentle Monster Sunglasses

Michelle Allena | 070647

Throughout the research, there is a deep detailed understanding on the

CHAPTER 01 : COMPANY ANALYSIS

VISION & MISSION

VISION : Become a creatively disruptive corporation ( BOF, 2016 : Online ).

MISSON : “Our ideology is always experimental; across both product and

Michelle Allena | 070647

Gentle Monster.Inc is a private company owned by IICOMBINED Co., Ltd.,

Gentle Monster offer genderless sunglasses, optics and its accessories.

CHAPTER 02 : STRATEGIC BRAND ANALYSIS - CUSTOMER ANALYSIS

TREND : Luxury Apparel Market in Europe

Luxury Apparel • The luxury apparel segment in Europe is valued at €15,142m

Michelle Allena | 070647

Gentle Monster 2020 AdCampaign

CHAPTER 02 : STRATEGIC BRAND ANALYSIS - CUSTOMER ANALYSIS

Gentle Monster CHAPSSAL Sunglasses

Michelle Allena | 070647

MOTIVATIONS : GEN Y AND GEN Z IN EUROPE

Purchasing • Technology-infused experiences like online shopping, Internet of

Benefits • Gen Z and Millennial definition of luxury is beyond logos, they

Main Sources • Brand needs to be a part of social dialogue by doing personalisa-

Occassions of • Casual outfits for free time.

CHAPTER 02 : STRATEGIC BRAND ANALYSIS - CUSTOMER ANALYSIS

TECH-INFUSED FASHION : (Vogue, 2020)

GENDERLESS FASHION : (Vogue, 2021)

Michelle Allena | 070647

Quality Driven Lifestyle Luxury

Gentle Monster’s approach to the market will be differentiated marketing.

CHAPTER 02 : STRATEGIC BRAND ANALYSIS - CUSTOMER ANALYSIS

Gender : Men and Women

Europeans spending as a nationality and region in the luxury goods market

Bain&Co, 2021 : The Future of Luxury

Michelle Allena | 070647

COVID affects the psychology of European customers.

One-third customers in Europe find alternatives by seeking affordable prod-

CHAPTER 02 : STRATEGIC BRAND ANALYSIS - CUSTOMER ANALYSIS

Fashion enthusiast, sophisticated, high social status, heavy consumer of so-

Bain&Co , 2021 : The Future of Luxury

Michelle Allena | 070647

Gender : Men and Women

Role in Fashion Critical consumer Critical actor

Driver Experience Experience through product

Consumption Convenient Newness Ethical sobriety

Values Counternarrative inclusivity Nonbinary fluidity

Reference Digital universality Phy-gital (g)locality

Sources of Social media Friends and family

Generation Z and Millennials Consumption Habits

CHAPTER 02 : STRATEGIC BRAND ANALYSIS - CUSTOMER ANALYSIS

SEGMENTATION : PEN PORTRAIT 1

Interests : Fashion, travelling, music, contemporary

Inspirations : Jeanie blackpink, Tilda Swinton, Kaia

Personal Objectives : ambitious to be economically

Buying Habits : Shop with friends, fashion blogger