Galaxy Z Flip Thom Browne Edition 'Click War' at Midnight on the 21st

More Popular Than the Main Product: 'Thom Browne Edition'
No Offline Waiting, Instead a 'Click War'
Both Companies Emphasize Futuristic Image and Halo Effect

[Asia Economy Reporter Han Jinju] The Galaxy Z Flip Thom Browne Edition is garnering more attention than the main product even before its release. As signs of its value increasing emerged, Samsung Electronics decided to cancel its initial plan to sell the limited edition at offline stores and instead sell it exclusively online, fearing a rush of resellers trying to purchase the limited edition. A "click war" is expected during the Samsung Electronics online purchase process starting on the 21st.

Samsung Electronics will begin selling the "Galaxy Z Flip Thom Browne Edition" on its official website starting at midnight on the 21st. The company changed its policy from selling at five offline stores, including select shops around Gangnam, to online-only sales. The Galaxy Z Flip Thom Browne Edition comes as a package including the Galaxy Watch Active 2 and Galaxy Buds+, priced at 2.97 million KRW. Although it costs twice as much as the standard Galaxy Z Flip, only a few hundred units will be sold, making the competition for purchase fierce. Interest was so high that consumers protested after it was revealed that some stores had accepted pre-reservations following Samsung's announcement of the sales plan. It is expected to sell out faster than the Galaxy Fold's online pre-sale.

The timing of the Galaxy Z Flip Thom Browne Edition reveal was also strategic. Collaborations between IT companies and fashion brands are a familiar sight. LG Electronics has partnered with Prada, Nokia with Versace, and Samsung Electronics with Giorgio Armani to release collaborative products. Most luxury brand collaborations have been introduced when the new product image starts to fade after launch. Samsung, however, amplified interest by releasing the collaborative product simultaneously with the Z Flip unveiling.

The Wall Street Journal (WSJ) analyzed that the collaboration between the two companies aims more at changing consumer perception than increasing sales volume. By combining innovative technology with the collaboration, Thom Browne’s image is transformed to be more futuristic, while Samsung Electronics benefits from Thom Browne’s halo effect. At the same time, Samsung is targeting expansion of its market share in the U.S. According to StatCounter, Samsung’s U.S. market share is 25.6%, significantly behind Apple’s 57.4%. Steven Baker, Vice President of the NPD Group, explained, "Samsung is focusing on ways to be more successful in the U.S. to take market share away from Apple."

The Galaxy Z Flip Thom Browne Edition incorporates Thom Browne’s signature pattern, typically seen on jackets or shirts, onto the smartphone. With a design reminiscent of a suit, it targets users who consider their smartphone a fashion item. Samsung made a mark in the fashion industry by holding a launch event at New York Fashion Week. Samsung stated, "This product is made for luxury consumers who want to express themselves strongly," adding, "It is both a fashion product and incorporates cutting-edge technology."