MICHELLE ALLENA
Born in New York City in 2018 by a group of
friends that have various voice to the label. Peter
Do is challenging the traditional structures in the
industry but stay rooted in its family value. The
brand focuses on the details of women’s live
complexities (PeterDo, 2021:Online)
ADER(2014) is a lifestyle brand based on
simplicity to express cultural communication.
The slogan ‘but near missed things’ represents
the brand’s focus on the things that people missed
in everyday. It was made by diverse fields of ADER
community to communicate their contemporary,
simple but unique contents. (Adererror,
2021:Online)
Problem
Why South Korea?
Statista, 2021:Online
Statista forecasted that South Korea’s fashion
market size valued to 40.8 trillion Korean won in
2020. According to Euromonitor International,
Luxury leather goods, jewellery and watches made
$12.5 billion in sales last year (BOF, 2021:Online).
Euromonitor also stated that Korea is placed as the
fifth-largest e-commerce market and forecasted to
be the third-largest within five years (Vogue,
2020:Online). Shinsegae Department Store & Lotte
department Store reported that customers in their
20s and 30s accounted for 39.8% and 46% of total
luxury consumption (KoreaBiz, 2021: Online)
Dr. Henry Chin, head of research at CBRE, believe
that South Korea are used as a test bed for entering
Asia because of “the rapid adoption of new brands
and new trends” (Vogue, 2020:Online).
Demand on menswear
Menswear is flourishing. Sales of luxury items for
men increased 68% (BOF, 2021:Online).
Demand on genderless
A lot of Korean men bought womenswear (Vogue,
2017:Online)
Why local collaboration?
Local retailers have more leverage since they know
more about the trends in the local market (Kexin,
2018:Online).
Members of the younger generation gladly lining up
in front of department stores to purchase limited
editions of luxury brand goods (KoreaBiz, 2021:
Online)
Comparison
PETER DO ADER ERROR

VALUE culture of listening, kindness and collaboration BUT NEAR MISSED THINGS

TARGET MARKET WOMEN MILLENIAL MID TO HIGH MILLENNIAL MID TO HIGH

APPAREL $310-$3350 APPAREL $119-$704

PRICING SHOES $650-$1895 SHOES $112-$199
ACC $150-$1690 ACC $47-$729

GLOBAL MARKET POSITIONING International based in New York International based in Korea

MODERN FEMALE TAILORING

STYLE GENDERLESS STREETWEAR CASUAL
razor sharp tailoring, architectural construction and honest textiles

DEVELOPMENT New Fabric ( Spacer ) SELF MANUFACTURE

3 instagram account
Social Media Usage 1 instagram account
(campaign, archive, customer’s POV)

Social Media followers 386K 706K, 224K, 125K

Engagement rate 1,28% 0,66%

No Paid Celebrities No Paid Celebrities

Communication
Good Product Good Product
Only 2 collection per year Authentication Card (BlueMark)
Engagement rate is based on the latest 20 images according to the public Instagram API.
These images must have public states and if media is mixed, the average may be off.
Logo
Collaboration Logo of PeterDo x ADERERROR
Product

5 look (Apparel, Shoes, Bag and Jewellery). Collaboration logo for limited edition.
Peter Do’s colour palette & quality, add Ader’s twist. Genderless tailored casual.
Spacer fabric from PeterDo
Product

Manufactured by ADER who knows the area and quality better.

Distribution

Online
Limited at PeterDo.net
Improve landing page CTAs,
mobile optimisation

Offline
ADER Flagship Store, Korea

All Stock in ADER’s warehouse

Campaign

Fashion Film Packaging

About the Spacer fabric
Fashion Film with
Digital world concept
Sticker pack &
Experiential invitation (barcode)
Posted on YouTube Target brand awareness and point of
Linked in purchase
Social Media & Official website
Muse No Celebrity Posted on Social Media
Spacer garment information Linked to Website landing page
#PeterDoxADER

KPI:
# of likes, view, save on social media & YouTube
# of comment and share to social media
Campaign # usage
Repost on social media
Click on garment section (peterdo.net)
Purchase link (peterdo.net)
Brand advocate
KPI:
# of likes, view, comment, save,
replies, share on social media
Click on garment section &
purchase link (peterdo.net)
# of Barcode scan
# of virtual event participant
Website analysis
Brand advocate
Campaign
Day Out
Target : Awareness
A group of people (3-6) hanging
out around gangnam -
hongdae area from 3 pm till 7
pm
Wear the limited edition
collection
but allow some personal twist
Post in their own social media
Third-party social media
coverage
Attitude : Cool, serious but
sometimes fun
Target NAVER & KAKAO Chriselle Lim Soo Joo Park Sunghoon Jang
#PeterDoxADER @chrisellelim - 1,3M @soojmooj - 598K @jsunghoon - 199K
Los Angeles Influenced California Influenced Model from Korea
KPI: applicability, elegance, A sharp grasp of Favorite brands : Martin
Followers gain (peterdo) and sophistication, but Asian culture Margiela, Christophe
Engagement rate (peterdo & ader) still no less youthfulness. combined with the Lemaire, and Phoebe Philo)
Like and share (private accounts) Target: working girls. liberal wave of the
Tap outfit (from each influencer) West and her
Volume of conversation (virality) platinum hair.
Campaign # usage
#of online paparazi
Overall KPI review
Awareness Engage Action

Sessions, users, page views, impressions, Clicks, calls, sign ups, sales

View-through rate, Avg session duration,

Website unique users, bounce rate
Referral traffic from sosmed

Landing page conversion rate

Traffic to product pages Online reviews

#share/save

# engagement rate
#brand mentions

Sales

Avg likes
#dm

Feedback Surveys

Social media Weekly followers gain

#comment

Online reviews & mentions

Weekly media uploads

#link clicks

# of customer conversion
% of traffic #hashtag usage

Lead conversion via each social media

Interaction per follower

Share of influencer’s voice

Content virality and velocity
Revenue attribution from key influencers

Influencer
Volume of conversation and reach Campaign hashtag usage
On-site product reviews
#of online paparazi

Audience demographics fit to customer #time spent on virtual platform

profile(geographic trend)
# of “garment section”
#participant on virtual event

Qualitative Review
Influencer profile (listening)
# of active community member (loyal)
#brand advocate (why)
Social community growth % of community interacting with content

Customer acquisition cost = (total marketing+sales

Brand awareness

Marketing program effectiveness

expenses) / # of customer acquired

Ratio positive negative and neutral sentiment

How to calculate (#like+#share+#repost#comment)/

Current market trend likely to affect brand
#published posts Digital marketing ROI = (Sales growth-marketing
reputation
investment) / marketing investment

Overall KPI review

Suggestions
Heres some suggestions for the future campaigns:

• Based on a research of YouTube reviews from

PeterDo’s fans, they are waiting for him to drop a
menswear collections.

• The engagement of their social media is high, so

Peter do can get their budget for print advertising
or some influencer advertising.

• Explore the use of their ‘Spacer’ fabric to other

categories, making it the USP of the brand.

• Promote more sustainability, make a noise about it,

maybe more campaign.

• Embrace the cult by making capsule collections or

special events.
References
ADER. 2021. Ader Error. [online] Available at: <https://en.adererror.com> [Accessed 21 June 2021].
Chitrakorn, K., 2021. Is South Korea’s star fading? Luxury thinks not. [online] Vogue Business. Available at: <https://
www.voguebusiness.com/consumers/why-south-korea-is-a-hotspot-for-luxury-fashion-brands> [Accessed 21 June 2021].
Kexin, L., 2018. Tapping Into The South Korean Fashion Industry - Omnilytics. [online] Omnilytics. Available at: <https://
omnilytics.co/blog/south-korean-fashion-industry> [Accessed 21 June 2021].
Kim, M., 2017. Blindness Seoul fashion week genderless design in South Korea. [online] Vogue. Available at: <https://
www.vogue.com/article/blindness-seoul-fashion-week-genderless-design-in-south-korea> [Accessed 21 June 2021].
Korea Bizwire. 2021. Korean’s Obsession for Luxury Goods Continues Despite Pandemic - Be Korea-savvy. [online] Available
at: <http://koreabizwire.com/koreans-obsession-for-luxury-goods-continues-despite-pandemic/187795> [Accessed 21 June
2021].
Lofficielusa.com. 2021. 10 Korean Fashion Influencers to Follow Now - Asian Social Media Style Influencers. [online] Available
at: <https://www.lofficielusa.com/fashion/korean-fashion-influencers-instagram-k-style> [Accessed 21 June 2021].
Peter Do. 2021. [online] Available at: <https://peterdo.net/pages/about> [Accessed 21 June 2021].
Statista. 2020. South Korea: fashion market size 2020 | Statista. [online] Available at: <https://www.statista.com/statistics/
973358/south-korea-fashion-industry-market-size/> [Accessed 21 June 2021].
Suen, Z., 2021. South Korea Rises in World Luxury Sales Rankings. [online] The Business of Fashion. Available at: <https://
www.businessoffashion.com/news/global-markets/south-korea-rises-in-world-luxury-sales-rankings> [Accessed 21 June
2021].