Brand Shop Re/Done, Summer 2018 Internship
Role Copywriting, Design, Strategy
About South Korea is an affluent and untapped market. Re/Done’s sixth largest following hails from Seoul — The highest percentage of followers from an Asian city, however still less than 4,000 followers total and not on par with sales.
Bridging the Gap American brands have struggled to capitalize in Asia due to the uniqueness and stylistic pride of their culture. By creating this collection in collaboration with a popular Korean figure, we can bypass inherent cultural differences and engage directly with Asian customers. Creating new pieces with a Korean influencer will provide a sense of authenticity to Korean consumers.
Proposal Collaborate with @ireneisgood to create a capsule collection of unique pieces, to be marketed to Asia. Fashion in Korea is centered around subverting traditional Korean roles and stereotypes. The most common themes are youth, gender bending, and Korean heritage. The Korean fashion industry is quite insular, which is a barrier Re/Done must surpass. We can do this by honing in on Re/Done and Korea’s common point: emphasis on heritage. Of course, these histories are different, but both put value on looking into the past to frame modern innovations. Thematically, the same things appeal to both of Re/Done and the Korean youth. With this in consideration Re/Done can find a way to enmesh Korean and American heritage, and make it be a visible aspect of the collaboration.
*Full deck available upon request.*