To celebrate the launch of the 〈YUHAENGHWAJANG〉 book and the operation of the 〈YUHAENGHWAJANG Exhibition〉, we produced retail goods as well. Since
the 〈YUHAENGHWAJANG Exhibition〉 uses the 1980s as its background, we planned limited edition goods filled with the sensibilities of the 1980s.
[Purpose of planning & production process]
To add the value of YUHAENGHWAJANG goods and expand contact with MZ generation targets, we produced retail goods from two directions,
namely the collaboration goods with the existing brands and those self-produced by the Creative Center utilizing exclusive contents.
Therefore, we developed a total of 30 types of retail goods, including 10 kinds of collaboration goods produced by
incorporating the message of YUHAENGHWAJANG with ‘Ahmugae-c’ products, which are gaining popularity with the MZ generation through
a retro sensibility, in addition to 20 kinds of self-produced goods, delivering the sensibility of 1977s heritage under the motif
of Amorepacific’s retro advertisement and product images. Even though it was not easy to prepare production, stock and sales system
according to the internal system, and to find companies that can produce a small quantity within a shortest time, we repeated the process
of discovering resolutions by searching for various methods within a given circumstance.
[First, commercialization of the past advertisement descriptions and illustrations.]
Since makeup styles that were popular in the past and old copywriting has been meaningful as a design and looked trendy even in these days, we made the best use of existing assets.
d
Amore Baby Body Shampoo from 1976
Stickers and smartphone grips made using vintage advertisements, products, and packaging
Amore Baby Body Shampoo from 1976
We wanted to produce special goods that can be sold exclusively at an offline pop-up space of YUHAENGHWAJANG.
But selling items of the existing company cannot offer special features unique of YUHAENGHWAJANG,
so we produced a wappen (emblem) and stationery supplies engraved with the heart sign under the theme
of love which is derived from the YUHAENGHWAJANG’s slogan ‘Live and love.’ In addition,
we produced a wappen unique to YUHAENGHWAJANG which contains the word “love” from a past campaign name or advertisement copywriting.
When customers select bags and wappen at the YUHAENGHWAJANG pop-up store, we offered a service of attaching a wappen to the bag
with an iron on site, receiving favorable responses from many customers.
The cover of training books for salesmen in the past was made with a witty design,
so we made notebooks with the same design.
The brand ‘Ahmugae-c which has been producing various products under the motto of ‘We like it old-fashioned!’
is getting popularity among the MZ generation, so we collaborated with the company, thinking
it might complement well with YUHAENGHWAJANG.
As ‘Ahmugae-c’ offered an interesting interpretation regarding the past materials,
we developed products as exchanging various ideas in the process of producing products.
In addition to the 〈YUHAENGHWAJANG Exhibition〉 at the ‘Story A’ in Hannam-dong, we operated a goods pop-up store
in the underground arcade of the Amorepacific headquarters and prepared an event of introducing retail goods along
with the YUHAENGHWAJANG single volume book at the book fair 〈Unlimit〉. Visitors showed keen interest in the YUHAENGHWAJANG retail goods,
which were presented during the YUHAENGHWAJANG Exhibition at the Story A for five weeks, the cartridge pop-up held
at the AP headquarters for two weeks, and the 〈Unlimit〉 book fair for three days. As a result, we achieved the sales
of KRW 8 million in a short time. Even though the sales volume is not massive, considering that they were sold
at the price range of KRW 1,000 to 7,000 in limited quantities of 100 to 200 units personally secured on foot,
without resorting to advertisement or promotions, the sales achieved by capturing the mind of customers who visited in person,
was not a small feat in the least. Particularly, with KRW 1.8 million in total sales (22% of the total amount)
achieved during the art book fair ‘Unlimit’ held for three days, we could confirm that these products effectively reached
our targeted segments. Despite being a small first step for us, it was a meaningful opportunity to connect to customers
with various types of books and goods beyond our makeup products.
After the YUHAENGHWAJANG pop-up store,
we pursued cooperation with various brands and programs of renting a space
under the concept of ‘After Gallery’ at the space, and met TAEGEUKDANG. In the 1980s pop-up space at YUHAENGHWAJANG, we offered an experience
of enjoying TAEGEUKDANG’s bread and cookies, and presented traditional caramel limited package
that could be purchased exclusively from the space.
We attempted to offer unique features to the limited edition by applying artist Hanna something’s
illustration which was featured on page 45 of the YUHAENGHWAJANG book to the limited package,
and provided a feeling of old-fashioned bakery package by using the sparkling golden tag.
Untying the limited package provides a sense of turning the pages of the book, with an excerpt
of the article titled ‘Dream Dresser’ which was featured along with the illustration of the book,
and is designed to raise curiosity about the YUHAENGHWAJANG book.
