Mastering the Art of Branding: Unveiling Gentle Monster’s Design Strategy
In the summer of 2018, a transformative experience unfolded in the heart of London’s vibrant Soho district, forever etching itself into my memory — the flagship store of Gentle Monster. More than just a brand, it represented a paradigm of innovation. The enthralling music that embraced the store and its audacious, art-gallery-like design left an indelible impression. It was apparent that Gentle Monster was not merely a purveyor of products; it was a curator of culture and narratives.
Since then, Gentle Monster has rapidly expanded on a global scale. In 2022, they unveiled a colossal three-story establishment in Beijing, China, and their inaugural store in Osaka, Japan, the same year. With a substantial investment of 7 billion KRW (5 million 2 hundred thousand USD) from LVMH subsidiary L Catterton, Gentle Monster achieved remarkable sales of 32.2 billion KRW in 2021, establishing the company’s valuation at approximately 1.2 trillion KRW (9 hundred million USD). This remarkable ascent occurred in just a dozen years since the brand’s inception.
Gentle Monster’s business strategy mirrors its distinctive brand image. The brand’s visionary founder, Kim Han-Kook, left his financial sector career to venture into uncharted territory, seeking avenues that wouldn’t directly compete with corporate giants. Identifying the limitations of the eyewear market, stagnant in a traditional model where opticians recommended eyeglass frames at local eyewear stores, Kim recognized the need for innovation in this outdated system. In a bold move, he repositioned functional eyewear as high-fashion accessories.
This article delves deep into the design strategy of Gentle Monster, a Korean eyewear brand that has astutely carved a unique niche within the global fashion industry. It offers invaluable insights for those with aspirations to create distinctive and unforgettable brand experiences.
1) Positioning: Crafting a New Paradigm
In 1972, marketers Al Ries and Jack Trout introduced the groundbreaking concept of positioning, which revolutionized marketing. It’s about redefining the mental space consumers associate with your brand, securing the prime spot in their minds. For example, Apple stands for innovation and design, McDonald’s signifies fast food convenience, and Amazon represents fashionable lingerie. Gentle Monster revolutionized the eyewear market by transforming glasses from functional aids into high-end fashion accessories. Prior to this paradigm shift, eyewear was confined to rectifying vision, with luxury brands treating them as mere accessories. Gentle Monster crafted a new mental landscape by repositioning eyewear as an essential fashion item.
2) Fusion of Opposing Elements
Gentle Monster’s name itself is emblematic of the fusion of contrasting elements. They appeal to individuals who may appear genteel on the surface but harbour a latent desire for uniqueness. This juxtaposition is evident throughout their stores. Their showrooms mirror art galleries, showcasing unconventional and enigmatic art pieces. They’ve ingeniously converted a historic bathhouse in Bukchon into a showroom, introduced a comic book-inspired store, and incorporated scientific concepts such as entropy into their designs. This blending of opposing elements extends to product creation, with glasses shaped like CDs or handcuffs. A critical aspect of Gentle Monster’s success is its diverse team, comprising experts in diverse fields, such as perfumery, pastry, sommeliers, media art, and robotics, fostering a fertile ground for the amalgamation of innovative ideas.
3) Centring Growth around the Brand’s Philosophy and Values
The year 2014 marked a turning point for Gentle Monster when the renowned South Korean actress Jun Ji-Hyun wore their sunglasses in the wildly popular drama “My Love from the Star.” In an instant, the brand became a sensation across Asia. However, rather than merely capitalizing on their newfound fame, Gentle Monster embarked on a journey to create immersive flagship stores. Their stores were not just points of sale; they were destinations that featured surreal art on the first floor, sending a clear message that customers could linger there without the obligation to make a purchase. Even amidst the challenges facing physical retail, Gentle Monster’s commitment to innovation remained unwavering. They boldly opened “House Dosan,” a sprawling flagship store that quickly evolved into a haven for trendsetting hipsters.
Gentle Monster’s unwavering focus on branding is also evident in their regular eyewear collections, which often come at competitive prices. The brand is resolute in not devaluing its brand through discounts or sales. Furthermore, their expansion into the global market was driven by their unwavering commitment to branding rather than immediate sales figures. When they exceeded the 500 billion KRW sales milestone in South Korea, they ventured overseas and achieved extraordinary success. Their ambition is nothing short of making history as a global fashion eyewear brand, and they meticulously plan for the future, even projecting 30 years ahead.
Conclusion
Gentle Monster’s design and branding strategy offers a treasure trove of insights for businesses aspiring to create unique and lasting brand experiences. Their ability to redefine consumer mental landscapes, harmonize disparate elements, and stay true to their core philosophy and values has propelled them to the pinnacle of the fashion eyewear industry.
If you aim to make an indelible mark in your consumers’ minds, consider how you can craft new paradigms and fuse the unexpected, all while remaining steadfast in your brand’s philosophy.
Thank you for reading!
JJ LEE
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