Summer Ready Bag Sold-Out Frenzy This Summer, Following Albibag
Introducing Foldable Crossbag at This Winter's Frequency Event
Customers Buying 'Coffee Culture'... A Fail-Proof Goods Legend
[Asia Economy Reporter Lee Seon-ae] "We are not selling coffee, but culture. Customers do not 'drink coffee,' but 'enjoy coffee culture'." The reason why Starbucks' goods (products released by a specific brand) marketing has never failed and continues its undefeated myth is precisely because of Starbucks' management philosophy that insists on 'coffee culture.' As a result of focusing on brand value, customers are enthusiastic about various products bearing the Starbucks logo and willingly open their wallets to purchase the Starbucks culture.
The craze for the sold-out 'Summer Ready Bag' is now being followed by the 'Albee Bag.' The Albee Bag, a cooler bag for dawn delivery released in collaboration between SSG.com and Starbucks Coffee Korea, is gaining strong popularity.
According to SSG.com, Shinsegae Group's integrated online shopping mall, as of the 29th, about 40,000 of the 100,000 prepared units of the limited-edition Albee Bag for dawn delivery, launched in partnership with Starbucks Coffee Korea, were reserved for delivery within just two days of the event's start. In particular, the 'Green Siren' type, of which only 30,000 units were produced out of the 100,000, has already sold out. The remaining 70,000 'Bearista' type is also steadily being depleted.
To receive the limited-edition Albee Bag, customers must purchase at least 200,000 KRW, including 40,000 KRW for SSG·Dawn·Traders SSG delivery, by the 31st to be eligible to apply. An SSG.com official stated, "Considering the event period until the 31st, we allocated 100,000 units, but at this pace, they are likely to be sold out before the event ends."
With 30,000 units sold out in just two days, Starbucks' goods power has been proven once again. This is similar to the sales speed of the Summer Ready Bag, which was a hot topic this summer. People lined up in front of stores from dawn to purchase the Summer Ready Bag, and a phenomenon of trading with premiums in the secondhand market even formed a market worth tens of millions of KRW.
This winter, the 'Foldable Cross Bag' is expected to continue the goods craze. Starbucks will hold a Christmas e-frequency event from the 30th to December 31st, introducing four types of the 2021 Starbucks Planner and three types of Foldable Cross Bags. To provide customers who complete the e-frequency with various options and enjoyment, the types of gifts have been expanded, allowing customers to choose between the Starbucks Planner or the Foldable Cross Bag.
The e-frequency event is Starbucks' representative customer appreciation event, where customers who purchase a total of 17 manufactured beverages, including three mission drinks, and complete e-sticker collection receive a gift.
The 2021 Starbucks Planner, created in collaboration with the Italian premium diary brand Moleskine, is themed as 'the most Starbucks-like planner,' symbolizing Starbucks' unique green color and Siren logo motif.
Especially noteworthy in this event are the three Foldable Cross Bags, created in collaboration with tripwear specialist brand Lowraw. Available in navy, cream, and black, the bags include detachable straps and can be folded for use. They can be folded into two sizes, from one that fits the Starbucks Planner to one that fits an 11-inch tablet PC, enhancing practicality. Notably, the outer fabric of the three Foldable Cross Bags uses recycled yarn RPET made from approximately 2.3 million discarded PET bottles, conveying a message of sustainable environmental practice.
Meanwhile, Starbucks' goods marketing history dates back to 2003, starting with the release of planners. From 2007, Starbucks began giving planners as gifts when customers purchased 15 drinks, including three Christmas beverages, which became the precursor to the current frequency event. In 2014, Starbucks attracted attention by releasing planners in collaboration with the Italian diary brand Moleskine. In 2018, the summer frequency event sold mats, and in winter, planners; last summer, beach towels; and last winter, pens in collaboration with the German stationery brand Lamy were released. All Starbucks goods have experienced sold-out crazes, with all prepared quantities being depleted.
The reason Starbucks' marketing has never failed ultimately lies in brand value. Professor Kim Sang-yong of Korea University (Department of Business Administration) commented, "Starbucks has created the perception that customers do not just 'drink coffee' but 'enjoy coffee culture,' and as they become loyal customers, they naturally want to own Starbucks gifts and merchandise."
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