“Idol stars, we’re entrusting you with our fashion industry.”
With the beginning of the new year, idol stars have been called upon to rescue the slumping fashion industry. The fashion industry is on a march to construct “trendy” brand images by employing idol stars as their models. Not just because Idol stars like BigBang, SHINee, 2AM, 2PM, Girls’ Generation, and the Wonder Girls, are able to bring in the trendy concept and their youthfulness. Because idols stars have the power to draw in the teenage consumer market, fashion industry representatives believe they will be able to kill two birds with one stone.
Girls’ Generation (SNSD) & Wonder Girls Rivalry
The rivalry between Girls’ Generation and the Wonder Girls is not exempt from the fashion industry. The two groups are countering each other with Girls’ Generation modeling for Elite uniforms and the Wonder Girls modeling for Ivy Club. Lat year, Elite targeted the 10-20-year-old market with their sportswear line “Evolution” and placed Girls’ Generation as their models.
In addition, they also launched the “GEE Series, A Collection of 9 Different Shoes and Bags” to go hand-in-hand with the release of Girls’ Generation’s recent new mini-album “GEE.” In fact, it has been stated that Elite has sold-out of the items that Girls’ Generation modeled in advertisements. This is evidence that the “Girls’ Generation effect” is taking place.
The Wonder Girls are acting as the models for Ivy Club. An Ivy Club representative laid out their expectations stating, “The Wonder Girls are powerful trend leaders among girl students and they’ll have just as much influence over sales for the new school term.”
In this way, the path for idol stars in the today’s fashion industry has grown noticeably wider. Conventionally, idol stars were preferred by school uniform companies and brands that that targeted teenage consumers alone, but currently their presence is expanding into casual-wear and sportswear territory as well.
According to a fashion industry representative, “Currently, Elite, Fila, Reebok, and other fashion brands with long-standing histories, are lowering their target demographics and it’s growing more common for companies to employ idol stars to keep their brand images competitive in the market.”
[news] “Idols! please wear our styles!” January 8, 2009