Star Who Led the Boom Era OUT?…Outdoor Industry's 'Long-Lasting Model' Strategy

[Asia Economy Reporter Yujin Cho] In the outdoor industry targeting the millennial generation with "younger" models, some brands are drawing attention by maintaining a strategy of employing "long-term" models with 7 to 9 years of experience.

According to industry sources on the 17th, outdoor companies NEPA and Discovery Expedition recently renewed exclusive contracts with Jun Ji-hyun and Gong Yoo for the spring-summer and fall-winter seasons. They joined during the peak of the outdoor market from 2012 to 2014 and are currently in their 7th year (Jun Ji-hyun) and 9th year (Gong Yoo) as exclusive models, respectively.

NEPA and Discovery's long-term model employment strategy is unusual. As "age-down" has become a key topic in the outdoor industry, there has been a series of exclusive model generational changes in recent years. This is to expand the target audience beyond the existing main consumer base of middle-aged people in their 40s and 50s to millennials and Generation Z, aiming to shed an old-fashioned image.

An industry insider said, "Outdoor companies targeting millennials and Generation Z as their core audience are attempting brand transformation by featuring youthful models who can resonate with the millennial generation." Black Yak replaced Jo In-sung with Lee Seung-gi, Eider followed Lee Min-ho with Park Bo-gum, and K2 appointed Suzy, formerly of the girl group Miss A, as an exclusive model, showing a trend of model changes to younger faces over the past 2 to 3 years.

NEPA and Discovery maintaining their long-term model strategy is interpreted as prioritizing brand identity over trends. This is because the existing models have overwhelmingly strong influence and their images are deemed irreplaceable in line with the brand's direction.

A NEPA representative said, "Jun Ji-hyun's healthy beauty and stylishness appeal to NEPA's core target customers aged 35 to 49, and we judged that it helps strengthen the brand image." Discovery judged that Gong Yoo's premium image fits well with the brand.

The "Gong Yoo effect" also translated into strong sales. Following the success of the drama Goblin, starring Gong Yoo in 2016-2017, Discovery's flagship product, the Milford down jacket, surged in popularity as the "Gong Yoo padding," and the newly launched "Lester Bench Parka" sold over 620,000 units in 2017.

There are concerns about maintaining long-term models. As the models have aged into their 40s, there is a burden in exposing products targeted at younger audiences. A Discovery representative said, "The fleece and ugly shoes, which were the main products targeting teenagers and became a big hit last year, were difficult for Gong Yoo, who is in his 40s, to represent," adding, "We are continuously considering ways to use celebrities or influencers for products aimed at younger consumers."

NEPA also collaborated with P.O, a member of the male idol group Block B, as a model for fleece products targeting younger consumers. A NEPA representative said, "Through collaborations with P.O and the online fashion platform Musinsa, we are appealing products targeted at the younger generation."