[Exclusive] Jeil Industries and YG’s NONAGON to Penetrate into Online Market
[ 한경닷컴 = 오정민 기자 ] NONAGON, a fashion collaboration brand created by Cheil Industries and YG Entertainment (YG), will soon penetrate into online markets.
Starting on Sept. 23, NONAGON fashion items are reportedly being sold through pre-orders via Jeil Industries’ online shop for limited edition items, BEAKER, according to the distribution industry. Delivery for the pre-ordered items will begin on the 26th in the order of purchased dates.
The launching of NONAGON on BEAKER was planned in line with the opening date of BEAKER’s NONAGON pop-up store which will open from Sept. 26 to Oct. 9.
Jeil Industries and YG both agreed that the online shop is an important purchase channel for customers as the brand’s main age target is from late teens to early thirties. The aim was not only to use the online mall for marketing purposes but also increase sales by allowing easy access to the items for the main customers. NONAGON’s concept images are currently being actively promoted via Jeil Industries’ homepage, YG’s official blog, and YouTube.
Regarding its marketing strategy, Jeil Industries commented, “We put great emphasis on online marketing as our main customers are active users of online shops,” adding, “a plan to create NONAGON’s own online shop is under consideration, but no specifics have been set.”
The price range for tops and bottoms are 180,000 to 550,000 KRW and 50,000 to 110,000 KRW for hats. Jackets begin from 480,000 KRW. The most expensive item among the pre-ordered items was the leather biker jacket, costing 2.1 million KRW.
Meanwhile, NONAGON’s first pop-up store which opened on Sept. 12 in Galleria Department Store sold all of its items in just three days. The brand’s representative bomber jacket with embroideries of tiger’s skull (model no. MA1) was particularly popular, selling out on the first day.
Jeil Industries and YG established a venture company called Natural9 in 2012, having 51% and 49% of shares, respectively. Since its establishment, Natural9 has worked hard on creating a new fashion brand NONAGON for the past two years. The company’s plan is to operate the brand in wholesale in order to make it a global brand.
2014. 9. 23.
