Charlotte Borchert-Marlow Churan Kong
GROUP 27
Cynthia Lima D'Assuncao Ellie Blythin Liyuan Wang Serra Baytekin
1
CONTENT 1.
Introduction
2.
Overview of External Business Environment
3.
Assessment of the Brands Internal Capabilities & Resources
4.
Development of Strategic Marketing Plan & Product Launch
5.
Conclusion
2
Henrik Vibskov - Matches Glasses
INTRODUCTION OF THE BRAND
3
1.1 GENTLE MONSTER BRAND OVERVIEW
•
South-Korean eyewear brand, designing (sun)glasses for a trend-conscious consumer who values uniqueness
•
Founded 2011 by Hankook Kim, supported by Jae Wook Oh with initial investments to start production (Danziger, 2024),
•
Operated by IICOMBINED Co., Ltd. (Hyo-Jung & Jung-Soo, 2024), which is based in Seoul and owns other brands in the fragrance and skincare sector and a dessert brand
•
In 2017, a private equity fund backed by LVMH invested roughly 40 million in Gentle Monster and became 2nd largest shareholder
•
Stands out with experiential flagship stores around the world, 78 flagship stores, represented by 200+ retail partners (Danziger, 2024)
•
Glasses designed specifically for Asian facial structures (Sherman, 2016)
•
Gentle Monsters design coherency presents an innovative mix of art, fashion and technology with a dedication to create a unique customer experience
(Gentle Monster, 2025)
4
GENTLE
↓ WEARABLE 'Gentle' stands for humble and wearable designs, balanced against the 'Monster' aspect of attitude and uniqueness. Kim Han-kook, the founder of Gentle Monster, said “Our beauty concept is weird beauty.”, which means people who wear Gentle Monster look gentle but have enthusiasm inside.” (Sun, 2024)
WEIRD
↑ MONSTER 5
1.2 BRAND IDENTITY PRISM - CYNTHIA PHYSIQUE • • •
Futuristic eyewear Experimental stores Art installations
PERSONALITY • • •
CULTURE
RELANTIONSHIP • • •
Immersive Artistic Experiential
• • •
Creative Trendsetting Culturally aware youth
Innovation Art-driven Korean futurism
SELF-IMAGE
REFLECTION • • •
Avant-garde Mysterious Conceptual
• • •
"I am unique" "I am innovative" "I am culturally ahead"
Brand Identity prism (Kapferer, 2012; p. 158) Sun (2024) Gentle Monster (2019) 6
1.3 CUSTOMER PERSONA - CYNTHIA
Psychographics
Demographics • • • • •
Age: 18–35 | Gen Z / Millennials Gender: gender-neutral Location: Urban areas, major cities Occupation: Creative professionals Income: Disposable income (Sun, 2024)
Behaviours •
• • •
Follows brands and influencers on Instagram, TikTok, and YouTube Shares unboxing experiences / purchases online Shops limited edition and exclusive drops Engage with artistic brand campaigns
(Lewis, 1898; Instagram, 2025; YouTube, 2025)
Brand Fit • • •
Gentle Monster aligns with this persona through: Gender-neutral, conceptual eyewear Limited edition collections and bold campaigns
• • • •
Values individuality, creativity, and bold aesthetics Enjoys conceptual fashion, experiential art, and avant-garde design Drawn to brands with strong cultural identity Seeks experiences and stories, not just products
(Gentle Monsters, 2025; Sun, 2024; Hirschman and Holbrook, 1982)
Goals & Needs
Wants unique, statement-making eyewear Self-Actualisation | Esteem Seeks brands with storytelling & conceptual design Part of a creative, trend-forward community
• • • •
(Maslow, 1954; Sun, 2024; Hirschman and Holbrook, 1982)
Pain Points • • •
Over-saturated mainstream fashion market Lack of authentic, artistic brands in eyewear Mass-produced, generic products that lack identity
(Sun, 2024)
(Wilson, 2017; Gentle Monster, 2025)
7
Milky Way 02P
2. OVERVIEW OF EXTERNAL BUSINESS ENVIRONMENT
8
MARKET CONTEXT
Macro Trends
EU – Sustainable Fashion & Accessories Market overview •
72% of consumers think sustainability is going to be a higher priority for brands to address in the
•
Consumers expect more transparency and sustainable materials
•
Regulatory pressure from governments
•
Higher interest in material innovation
next five years (only UK)
•
43% of consumers have bought a sustainable product after seeing it on social (only UK)
Micro Trends in sustainable Fashion & Key market drivers •
Consumers are willing to pay more for sustainable stylish products
•
Transparency fostering brand loyalty
•
Alternative materials as strategic differentiators (BoF, 2022) Euromonitor (2025), Mintel (2025), BoF (2025) 9
2.1 PESTLE ANALYSIS
SOCIAL
TECHNOLOGICAL
- Pioneer in creating
-Technological innovation
eyewear for Asian facial structures (Sherman, 2016) - Increased brand awareness in the European market through collaborations with brands such as Mugler or Maison Margiela and brand
as GM‘s brand strategy (Sun, 2024) - Utilisation of AI and AR to enforce digital storytelling
ENVIRONMENTAL - No specific information provided regarding environmental practices (Gentle Monster, 2025)
(Gentle Monster, 2025)
- Environmental practices are a key concern for Gentle Monster
- Strong Social Media presence on various platforms
- customers demand for environmentally conscious brands rises (Brydges, 2021)
10
2.3 DIFFERENTIATOR & COMPETITIVE EDGE - CYNTHIA
BLUE OCEAN STRATEGY •
Gentle Monster's commitment to surreal storytelling and immersive brand experiences, positions the brand in the Blue Ocean (Kim and Mauborgne, 2005), where it avoids direct competition by creating a unique market space.
•
Gentle Monster positions itself as a guide toward authentic self-expression, by pushing consumers beyond the familiar (Gentle Monster, 2019).
•
As seen on their website, “People believing in the power and strength of collective groups join together on what is the only way of transportation in this lost world. Witness the confident thoughts of self-conscious displayed in ‘Collective behavior’” (Gentle Monster, 2019).
11
2.2 POSITIONING MAP LANDSCAPE
As of today, Gentle Monster is positioned as Avant-garde and Luxurious eyewear brand. However, their key differentiator, their iconic designs, faces a potential threat. With 3D virtual sampling becoming mainstream (Bain, 2022), Gentle Monster’s iconic designs can be more easily copied, risking a loss of exclusivity and brand differentiation.
12
2.5 PORTER'S FIVE FORCES- LIYUAN FORCE
LEVEL
EXPLANATION
Competitive Rivalry
high
Brands such as Ray-Ban, Prada, and independent eco-eyewear labels are adopting recycled and bio-based materials, creating pressure on Gentle Monster’s acetate-based model (Highsnobiety, 2024; EcoWatch, 2025).
Threat of New Entrants
Medium to low
Digital-native eyewear startups gain visibility by positioning themselves as ethical and low-impact alternatives. Their sustainability message enables differentiation even with limited scale (MarketWatch, 2024).
Suppliers Power
medium
Gentle Monster manages this by working closely with trusted suppliers and developing in-house design capacity. (Showstudio, 2024)
Buyers Power
high
Gen Z and Millennials increasingly prefer brands aligned with environmental responsibility and transparent material use, shifting demand expectations (Deloitte Consumer Sustainability Report, 2024).
Threat of Substitutes
high
Consumers can express identity and creativity through other sustainable accessories such as recycled jewellery or bio-material wearables, increasing substitution pressure (Grauel et al., 2025). 13
EXTERNAL AND INTERNAL STAKEHOLDER ANALYSIS - LIYUAN
Power & Interest Grid (Riahi, Y. , 2017) 14
IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER ENGAGEMENT - CYNTHIA
•
Campaign generated strong excitement, but consumer attention centred primarily on Tilda Swinton rather than the eyewear (Gentle Monster, 2025).
• • • •
Viewer comments emphasise Swinton’s persona and energy: “No CGI used…” — @nikytamayo (2025) “Tilda Swinton is a Queen” — @guillaumebelanger7369 (2025) “Dance or Die… Tilda, you ate that.” — @nuamankabir (2025)
•
Demonstrates how celebrity endorsement can dominate consumer engagement, overshadowing product focus (Kotler & Keller, 2016).
• •
Still increases Gentle Monster brand visibility: “I’ve always loved Tilda… this is a masterpiece” — @sakura1931 (2025).
Sources: YouTube – Gentle Monster: 2025 BOLD Campaign with Tilda Swinton Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson
15
2.7 SDG’S New SDG we want to add
- No public ESG report - Limited transparency on
sourcing, production -
Gender neutral products
-
Gender fluid branding
-
Diverse representation
and environmental goals.
through personas like Tilda Swinton or Hunter Schaefer
-
Experiential retail enhancing innovative infrastructure
-
Co-creation with brands
-
Repair services reduce product wastage
16
2.6 TOWS MATRIX - ELLIE STRENGTHS
WEAKNESSES
S/O
W/O
Expand experiential flagship stores into new Western markets. - Leverage cultural influence and collaborations to grow global brand equity - Deepen technological innovation to enhance customer experiences - Develop sustainability driven premium eyewear lines -
OPPORTUNITIES
-
-
S/T
Maintain cultural leadership to counter intense rivalry. - Use technological capabilities to reduce buyer switching - Reinforce Asian-fit expertise as a core differentiator - Protect intellectual property through strengthened digital governance -
THREATS
Launch a comprehensive CSR/sustainability strategy - Broaden market appeal through more versatile, everyday designs. Reinforce consumer loyalty in a trend heavy market Reduce operational risk by expanding online experiences
W/T
-
-
Implement sustainability practices to avoid regulatory risks and customer backlash - Reduce reliance on high-cost retail by optimising operations Diversify product portfolio to reduce reliance on trend driven consumers - Strengthen brand protection in global markets
17
Bijou De 02
3. GENTLE MONSTER’S INTERNAL CAPABILITIES AND RESOURCES
18
3.1 VRIO ANALYSIS CAPABILITIES
DESCRIPTION
VALUEABLE
RARE
IMMITABLE
ORGANISED
COMPETITIVE ADVANTAGE
BRAND IDENTITY
-
Avant-garde design Creative storytelling Combining art, technology & performance
Sustained competitive advantage
BRAND IMAGE
-
Adaptation of Hallyu (Korean Wave) culture Global collaborations Strong artistic presence
Temporary competitive advantage = can be copied in form but not in core values
Made for Asian face structures Bold & conceptual eyewear High craftsmanship
Sustained competitive advantage
Immersive stores Usage of AR & AI Strong social media presence
Temporary competitive advantage = technology can be imitated
-
PRODUCTS
-
OMNICHANNEL RETAILING
-
19
3.5 FEASIBILITY OF PROPOSED STRATEGY
Strategic Fit • Aligns with brand vision and identity: avant-garde, luxury, innovative • Resonates with target audience • Transparency contributes to brand equity, loyalty and differentiation (Cambier & Poncin, 2020) • Sustainability plays into forwardthinking, futuristic vision
Operational Fit • Owned factories in China and Korea to have more control over frame production (Sherman, 2016) • Focus on R&D and design
Financial Fit • Luxury positioning allows premium pricing
innovation as their collections are
• Financial stability through
concept-driven and experimental
external investments (LVMH;
• Immersive flagship stores and
Google)
technological infrastructure allow
for authentic communication of sustainability
20
3.6 POSSIBLE RISKS AND MITIGATION
MITIGATION POSSIBLE RISKS
•
Maintain a focus on “design innovation” rather than just “eco”
•
brand dilution through push into sustainability
•
Customers may perceive sustainable materials as “unstylish”
•
Sourcing of materials may produce high costs
•
Cost of sustainable materials might reduce margins
•
Attitude-Behaviour Gap / Demand Risk
•
Creation of a narrative: showcase sustainability
as art •
Positioning of the line as a premium capsule
•
Transparent storytelling and educational exhibition
•
Produce small batches and prototypes to test
quality and demand / 3D sampling
21
Siguer MSV1
4. DEVELOPMENT OF STRATEGIC MARKETING PLAN
22
PRODUCT LAUNCH: THE RAW COLLECTION - SERRA
1.
WHY "RAW"?
New sustainable raw (natural) materials: coconut fiber, bio-based acetate & coffee grounds o
Strong brand purpose: innovative & responsible
o
Responds to sustainability gap in Gentle Monster's strategy
o
Meets rising Gen Z demand for ethical + value-driven businesses
o
Increases competitive advantage while staying avant garde (aligning with brand identity)
Designed from what remains. 23
2.4 GENTLE MONSTER MARKETING STRATEGIES - CYNTHIA → Gentle Monster marketing ideas strongly align with the AIDA model by Lewis, 1898
• Attention
GM generates awareness with their innovational products Differentiated unconventional packaging ideas E.g. Gentle Jelly Collection, 2024 — eyewear in giant jelly-like cases
• Interest
Spark interest and initiate a conversation Packaging defies norms, not immediately recognizable as eyeglasses Inspire curiosity about the product and brand.
• Desire
Gen Z & Millennials share unboxing experiences on social media Make the products more appealing – collectable aspect Followers inspired to want the product – evoked desire
• Action
Encourages exploration of the brand and its products online Drives potential purchases through social sharing and visibility
Gentle Jelly Collection 2024 – Limited Edition
Instagram (2024) Lewis (1898) 24
THE POP-UP: BE GENTLE TO THE WORLD
In a 2-week Pop-Up Store located in London, Soho (tbd) we will create a new Gentle Monster World showcasing our new line of sustainable sunglasses while creating an experiential and educational space. → SHOWCASE SUSTAINABILITY AS ART The Pop-Up is designed for customers to experience the brands new approach to sustainability: an engaging environment combining high-technology with futuristic art and education. Almost like in an Art gallery, GM offers an exhibition on their materials, sourcing and production processes.
The store design is simple: light green colours creating a futurist forest atmosphere On the Launch Day/Opening Day, customers get a Goodie Bag with cleaning cloth, material sample card, art zine, fragrance sachet, scannable QR code card leading to a visual interaction seeing the glasses evolve.
25
THE DREAM LAB
To market our new line of sustainable, biodegradable sunglasses we introduce “The Dream Lab” • futuristic in-store installation where customers can choose their own materials to customize a unique set of sunglasses. • Customers will be asked questions regarding their personality, aspirations, and emotions and are then able to individually choose different styles, lenses, colours and materials.
• screen will guide the customer through the process • All information about the different materials will be enclosed directly. This offers an exclusive opportunity to design a unique set of sunglasses. • The Dream Lab is an interactive space where customers may develop a deep emotional connection with the brand and their individualized product.
26
3.2 STP MODEL FOR DREAM LAB–LIYUAN Geographic: Asia-rooted brand expanding into Europe & North America. Demographic: Gen Z & Millennials (18–35), gender-neutral, urban creatives with disposable income. Psychographic: Value identity, creativity, cultural expression; seek experiential and artistic retail. Behavioural: Influenced by TikTok/IG; interact with immersive campaigns.
Urban Gen Z and Millennial “creative consumers” who seek expressive eyewear with strong cultural storytelling and a growing interest in sustainable material innovation.
Segmentation
Targeting
“Gentle Monster Dream Lab positions itself as an ecoinnovative experimental eyewear line that fuses artistic design with nextgeneration bio-material science.”
Positioning
27
MARKETING STRATEGY FOR PRODUCT LAUNCH - ELLIE
• Timeline • Influencer strategy ? • Which stakeholders we're satisfying --> Separate slides
28
3.4 7PS FOR THE RAW COLLECTION-LIYUAN Bio-acetate and fruit-fiber experimental eyewear
Products
Place
Premium pricing for sustainable innovation (PwC, 2024)
Bio-material displays, in-store lab installations, certifications, and scientific prototypes.
Flagship stores + Dream Lab digital hub
Physical Evidence
Transparent R&D workflow, traceable material sourcing, and circular take-back system.
Promotion
People
Science-based storytelling and biomaterial education content
Designers, scientists, material engineers, and sustainability specialists co-develop products. 29
MOCK-UPS
Landing Page Explore each chapter of the campaign through interactive links revealing product, space, and experience.
Email Campaign Contents: -New Arrivals Announcement -Link to Website (The raw Collection & Pop-up store Article) -Pop-up store locations
30
MOCK-UPS
The New Collection Announcement
The Pop-up store Information Post
The Giveaway Story 31
SMART OBJECTIVE 1 – TO EXPAND GENTLE MONSTERS GLOBAL AWARENESS.
SPECIFIC
Increase visibility of the brand through "The Dream Lab" pop up store in a popular western city.
MEASURABLE
Increase Gentle Monsters Instagram followers and website traffic by 25%.
ACHIEVABLE
Through social media and email campaigns as well as in store immersive experiences.
RELEVANT
Recognition exposes brand to new markets therefore increasing profitability.
TIME
1 month.
32
SMART OBJECTIVE 2 – TO TEST SUSTAINABILITY LED CONSUMER ENGAGEMENT TO DETERMINE POSSIBLE ADJUSTMENT TO MARKET POSITIONING.
SPECIFIC
Launch a limited-edition sustainable collection to test consumer engagement.
MEASUREABLE
At least 75% of the range being sold – ideally a sell out of the full sustainable range.
ACHIEVABLE
Leveraging from existing customer base and collaborative influencers using the #BEGENTLE hashtag.
RELEVANT
Determines whether sustainability led consumers are a strong enough market segment to justify repositioning Gentle Monster.
TIME
6 months starting from the launch (The Dream Lab)
33
KPI'S - ELLIE
Pre Launch - Social media engagement rates - Number of Dream Lab email sign ups - Landing page traffic - Press mentions
During Launch - Website traffic surge - Units of The Raw Collection range sold - Hashtag usage - Number of UGC posts being shared by customers
Post Launch - Repeat purchase rate of the range - Shift in consumer demographic data - Customer feedback via reviews - Long term sales performance on sustainable range - Brand perception shift
34
MARKETING BUDGET AND HR RESOURCE ALLOCATION TIFFANY
35
Mugler - Spiral 01 CS1
5. CONCLUSION
36
6. SUPPORTING DOCUMENTS
37
3.5 4CS: CONSUMER PERSPECTIVE -LIYUAN
Customer: Link to Product & Physical Evidence
Convenience: Link to Place & Process
Cost: Link to Price
Communication: Link to Promotion & People
38
2.6 SWOT ANALYSIS - ELLIE STRENTGHS (INTERNAL)
WEAKNESSES (INTERNAL)
-
Strong Brand Identity and Design Differentiation
-
Limited Sustainability Practices
-
Cultural Relevance and High-Profile Collaborations
-
High Operating and Brand-Building Costs
-
Unique Market Positioning
-
Niche, Avant-Garde Positioning
-
Financial Backing and Corporate Stability
-
Heavy Reliance on Cultural Momentum
-
Technological Leadership
OPPORTUNITIES (EXTERNAL)
THREATS (EXTERNAL)
-
Expansion in Western Luxury Markets
-
Intense Rivalry in the Premium Eyewear Sector
-
Growing Demand for Experiential Retail
-
High Buyer Power and Low Brand Loyalty
-
Rising Popularity of Genderless and Identity-Driven Fashion
-
Growing Substitute Pressure
-
Intellectual Property and AI-Related Risks
-
Economic Uncertainty in the Fashion Sector
-
Technological Innovation in the Luxury Landscape Sustainability as a Future Growth Lever
39
CONSUMER JOURNEY TOUCHPOINTS TIFFANY
40
41
7. REFERENCES
42
RESOURCES ACADEMIC RESOURCES Cambier, F. and Poncin, I., 2020. Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context. Journal of Business Research, 109, pp.260-270.
NON-ACADEMIC RESOURCES Danziger, P. (2024) Meet Gentle Monster: Fusing K-Pop excitement with immersive retail in luxury eyewear. Forbes, 10 September. Available at: https://www.forbes.com/sites/pamdanziger/2024/09/10/meet -gentle-monster-fusing-k-popexcitement-with-immersive-retail-in-luxury-eyewear/ (Accessed: 28.11.2025). Hyo-Jung, C. and Jung-Soo, L. (2024) Gentle Monster becomes a global luxury brand with surging popularity overseas. The Chosun Daily, 24 April. Available at: https://www.chosun.com/english/industryen/2024/04/24/TXUOYHLHCVAPHI3R2FSOGCHBDU/ (Accessed: 28.11.2025). Hota, A. (2025) Genderless Fashion is the Future – and Its Already Here. Vogue Arabia, 10 October. Available at: https://www.voguearabia.com/article/genderless-fashion-is-the-future-and-its-already-here (Accessed: 01.12.2025).
43
TUTORIAL 1 Which stakeholders benefit? - Customers and investors valuing environmentally conscious brands - Customers seeking a unique customization experience
Why does this product make sense today?
- customers demand for environmentally conscious brands rises (Brydges, 2021) - consumers willing to spend 9,7% more on sustainably produced goods as concern for climate change arises (PWC, 2024) - Customization as an opportunity for a two-way interaction with the customer following a centric approach, increasing brand loyalty and involvement (Coelho & Henseler, 2012)
customer-
- Self designed products increase customers perceived product utility (Franke & Schreier, 2008)
44
What is the opportunity uncovered from research? - experiential marketing approach to enhance emotional connection with the brand
- lack of transparency regarding sustainable practices - immersive flagship stores with art gallery design -> merge fashion, education, art and technology
How will we launch the product and why? - Pop-up stores with a “lab” where customers can individually design their own set of glasses
- video and images showing the production process - materials are explained and exhibited - Premium futuristic Goodie Bags: cleaning cloth, material sample card, art zine, fragrance sachet, scannable QR code card leading to a visual interaction seeing the glasses evolve
→ Developing a sustainable approach to the product, merging it together with art and a futuristic approach: “TO CREATE IS TO CARE” -> Be gentle to the world 45