[Interview] The Three Leading Vibrate, the Embodiment of Flexible Integration

From the left, Kim Jun, Team Leader of Vibrate, Lee Joo-eun, Director, Kim Min-ji, Team Leader

[Asia Economy Reporter Kim Heeyoung] Amid waves spreading out in various directions, the steps toward novelty are busy. Past and present. The brand loved by celebrities, ‘Vibrate,’ is currently undergoing an upgrade.

Between time and passion, Vibrate, which has overcome the COVID-19 era with the concept of ‘so that I can be myself,’ is growing its unique value. The three newly recruited leaders are creating a flexible combination by incorporating only their strengths with a flexible and youthful sensibility.

Now, the goal that the three are building for Vibrate is to transcend the global market and culturally spread K-fashion.

Design Director Joo-eun Lee

Joo-eun Lee, Director of Vibrate Design Headquarters

With his hearty yet positive mindset emphasizing the motto ‘Never lose humor anywhere,’ he reads trends sometimes profoundly and sometimes sensitively. Director Joo-eun Lee, who has experience from brand launching to marketing, design, and magazine fashion editing, is currently responsible for Vibrate’s design. Based on countless experiences, he is a reliable advisor and leader to his colleagues at Vibrate.

“I decided to go to France to become a more definite self.” With no knowledge of French, he went to France blindly, attended Mod’Art International Fashion School, and then entered the prestigious French fashion school Studio Bercot to find his own color. He also said that living in Paris itself was a cultural experience, and he became a local correspondent in France to acquire cultural inspiration in fashion.

He says that the emotions created by expressing individuality gather, and when they communicate with someone and experience challenges through adversity and growth, that becomes culture. In the future, Vibrate will work on embodying philosophical values found in some connecting story between culture, customers, and the brand rather than unilaterally aiming for high-end.

Director Joo-eun Lee suggested the direction the brand should take, saying, “The brand’s communication with customers should be mutual like vibrations.” Reflecting the rapidly changing COVID-19 era, the 2021 S/S trend fashion is defined as the normalization of sportswear ‘Oneness,’ and preparations are underway to launch yoga wear and new designs.

He still says that finding the essence is difficult. However, he is confident that the brand’s unique philosophy held by the designer within the essence he pursues will become another future of Vibrate.

Marketing Manager Jun Kim

Team Leader Kim Jun, Head of Vibrate Marketing

Delicate strategies within his solid presence captivate listeners. His consistently neat hairstyle and tidy fashion each time seem similar to his attitude toward the brand.

“I hope Vibrate becomes a brand that represents K-fashion.” Speaking about the infinite potential of latent possibilities, Manager Jun Kim is a marketing expert who majored in fashion marketing, design strategy, and business administration at Parsons School of Design in the U.S. He gained professional knowledge of the fashion industry through hands-on experience in New York’s Garment District and has also planned and produced Amazon’s private label brands, making him an essential talent for global brands.

Regarding the future direction of Vibrate, Manager Jun Kim answered that domestically, they are solidifying their foundation, while overseas markets are being strategically prepared for 2021 by simultaneously promoting distribution and marketing and designing brand-targeted marketing suitable for each country.

“In the untact era, we plan to communicate with consumers online.” He says that while communication used to be one-sided to convey brand value, now it is necessary to reflect consumers’ opinions. He also expressed the desire to not only promote the brand but also incorporate feedback from consumers who recognize the brand to develop it further.

Additionally, Manager Jun Kim said that based on accumulated data, they are seeking an entertainment company that can coexist through design planning, manufacturing, and production technology. This part is promising as Vibrate, which knows the joy of ‘togetherness,’ will create a brand image through collaboration.

Vibrate Cosmetics Manager Minji Kim

Kim Minji, General Manager of Vibrate Cosmetic Team

Her crisp tone and well-organized conversation reveal her personality. The youngest among the three, Manager Minji Kim penetrates consumer psychology with sparkling ideas and trendy sensibility. Having built solid experience as a brand MD and stylist, she became a key contributor to the launch of Vibrate Cosmetics.

“We are waiting for the official launch due to COVID-19. I am confident about at least one product that we have prepared diligently.” She personally visited each manufacturer to plan the products. She had to go through many trials and errors, carefully examining everything from ingredients to prices to develop the best products.

Vibrate Cosmetics is based on the resonance of emotions, aiming to discover the root hidden in the abstract space called ‘emotion’ and find a stronger and clearer self within it to live life.

“These days, beauty seems to be changing from an essential element to a selective one. When viewed as choosing or not choosing, our brand must be chosen. To do so, I think the brand must be able to empathize and comfort, not just be pretty, but be capable of emotional communication.”

Manager Minji Kim says a new plan is needed. It is important to build an identity and image that actively communicate empathetically not only for Vibrate’s fashion brand image but also for the newly created cosmetics.

She said, “Koreans tend to be more meticulous and picky when choosing products. That makes it more difficult. I think if we don’t capture the Korean market, it will be hard to go global,” emphasizing that strengthening the Korean cosmetics market is the first goal to achieve.

Vibrate is advancing as a creative space and a brand leading K-fashion culture. The new breeze of Vibrate blowing through the ‘communication’ that the three commonly speak of is fully prepared and waiting for 2021.

Photo = Reporter Kim Taeyoon