Limited Quantity Releases Mostly Resell Popular
LG Electronics Laptops Collaborate with 'NewJeans'
Nexon Also Partners with Taegukdang for Popup Store
[Asia Economy Reporter Han Seung-gon] Collaborative limited-edition product launches continue in the distribution industry. Previously, joint projects mainly occurred within the same industry or among in-house brands. Recently, collaborations across different industries have provided consumers with unique enjoyment while adding rarity, thereby activating the secondhand market (resale).
According to the distribution industry on the 1st, Nike is set to release the 'Tiffany X Nike Air Force 1 1837.' The '1837' model, named after Tiffany's founding year, is expected to be priced at $400 (approximately 500,000 KRW). Tiffany's signature color, Tiffany Blue, has been added, and a silver Tiffany logo is attached to the heel. Some have referred to this collaboration between the jewelry brand Tiffany and Nike as "Nike adorned with jewels." The distribution industry says that limited-edition collaborations can expand user touchpoints and secure potential customers.
Since these limited editions are mostly released in small quantities, resale prices often reach what sellers ask for. The 'Louis Vuitton X Nike Air Force 1 by Virgil Abloh' model, which gained attention when Shin Yong-jin, Vice Chairman of Shinsegae, wore it during a business trip to the U.S. last year, was originally priced between 3.62 million and 4.52 million KRW, but its resale price reportedly reaches 9 million to 30 million KRW.
The number of global applicants for the raffle (a sales method where only randomly selected winners among applicants are given the right to purchase) of the 'Air Dior,' a collaboration between Nike and Dior, reached 5 million. Due to the popularity of purchasing limited-edition products and reselling, a dedicated application (app) that allows users to check product release schedules in advance has even been launched.
Other sports brands are also actively collaborating. On the 6th of last month, Reebok unveiled sneakers in collaboration with the Canadian skateboard brand 'Dime.' The Reebok 'Workout' sneakers, which served as the basis for this collaboration, were highly popular in the 1980s during the U.S. fitness boom as professional trainer shoes. Dime is a skateboard brand created by a crew who skated in Montreal, Canada.
Swiss luxury fashion brand Philipp Plein is set to release sneakers in collaboration with American hip-hop musician Snoop Dogg. Philipp Plein, imported and sold by Shinsegae International, has gained popularity with its distinctive crystal skull pattern and has a solid fan base both domestically and internationally. The limited-edition collaboration created by the meeting of a hip-hop artist and a fashion brand will be sold in limited quantities worldwide. It will be launched for the first time domestically through this live broadcast.
Home appliances are no exception. LG Electronics will sell 200 units of the 'LG Gram Style NewJeans Edition' as a limited release. They also operate a pop-up store called 'Gram Style Lab' in collaboration with the fashion brand Musinsa, which helps match the LG Gram laptop like an accessory. Meanwhile, in January, game company Nexon and traditional confectionery brand Taegukdang opened an intellectual property (IP) collaboration pop-up store at Taegukdang's main store in Jangchung-dong, Seoul. It is a kind of collaboration pop-up store. On the first floor of Taegukdang, artists 'Miji,' 'Chae Byeong-rok,' and 'Kang Seong-mo' reinterpreted the meeting of two worlds through art pieces and introduced pixel art videos showcasing the world of Baram-ui Nara. On the second floor, a photo zone and an experience space where visitors can enjoy videos and artworks were also set up, attracting attention.
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