Gentle Monster - Brand Insistence

By: Yun Zhe Liu

Gentle Monster’s Brand Insistence

Gentle Monster’s entire self-image is instilled in two key components. The first is the meaning behind their brand name. CEO and co-Founder of Gentle Monster, Hankook Kim defined the brand’s name, Gentle Monster. Kim stated, “Gentle stands for humble and wearable designs balanced against the Monster aspect of attitude and uniqueness.” Second is the brand’s dedication to investing in the artistic freedom shown in all their flagship stores around the world.

The brand’s creativity in using a variety of textures from traditional textiles to futuristic experimentation of innovation and engineering. The brand understands the demographic holding most of the power in the luxury industry are the growing numbers of affluent young consumers.

These consumers desire to explore their self-expression in materialistic products and new experiences. Generally well educated in liberal arts, these individuals appreciate creativity that can cross the borders of the physical and abstract.

Tactical Idea #1: Brand Ambassadors 1.

Global Ambassadors

In the past, Asian culture were viewed as weird and exotic, LGBTQ individuals were ignored, and rigid gender roles. However, as the younger generation has become more open minded, society has changed to become more accepting of all cultures and individuals. Gentle Monster’s brand essence, “Weird Beauty” embodies the values the company believes in. They emphasize on the beauty of being weird and how being weird is what makes individuals unique and creative.

Thus, to further create a brand insistence for Gentle Monster is to select influential artists from around the world to become Global Ambassadors for Gentle Monster. I believe in choosing Eastern and Western artists who have influence in a variety of industries. I have chosen two well-known artists to lead as examples, who are known to push the boundaries for their music and fashion style. While displaying gender-fluid and androgynous looks. These influential ambassadors will bring awareness to Gentle Monster’s innovation to the evolution of eyewear.

Harry Styles

G-Dragon

Eastern Ambassador: G-Dragon Ø South Korean rapper, singer-songwriter, record producer, entrepreneur, model and fashion designer. Ø Became the first Male Celebrity Model to endorse Red Lipstick Ø Chanel Brand Ambassador for 5 years

Western Ambassador: Harry Styles Ø English singer, songwriter and actor

Ø Harry’s flamboyant evolution was praised by fans for his ability to blur gender boundaries

Ø Current Gucci Brand Ambassador

Tactical Idea #2: Collaborations & Customization

While Gentle Monster sells premium quality eyewear, they differentiate themselves largely because of their unique flagship stores. Gentle Monster’s distinctive quality is that their brand identity is tied with their store’s presentation. Their stores displayed as art exhibitions, the main goal is not making space to sell a product, but to deliver a combination of visual, auditory and other sensory elemental experiences to their customer. Gentle Monster can drive further attractions to their flagship stores by collaborating with Urban Artists. Specifically internationally acclaimed Asian artists due to the rise in popularity in Asian Culture.

Flagship Exhibition Collaborations Jung Lee is a famous South Korean artist, famous for photography and light installations whose works revolve around surreal text-based light installations made of neon tubes which explore the imagery potential of language. Gentle Monster can collaborate with local artists such as Jung Lee to create free art exhibitions that is accessible for every consumer. Customers engage visually and intuitively while shopping in the brand’s stores. Creating art that compels customers to wonder and think, bringing a relevant differentiation and awareness for Gentle Monster compared to its competitors.

Collaborative Customizations Gentle Monster’s current product packaging currently only consists of white background with black fonts of the brand’s name Gentle Monster on it. What Gentle Monster can expand on is creating limited collaborations with internationally acclaimed illustrators such as James Jean. James Jean is known for his art paintings and commercial illustration works. Gentle Monster can create limited items of designs made by artists such as James Jean to create a more colorful packaging to emphasize the self-expression value of their brand.

Customizable Items: v Limited-edition Eyewear, Sunglass Cases & Micro-Fiber Cloth v Customizable Glasses Accessories with Charms

Other Brand Inspirations & Insistence

A great example of a brand that succeeded in riding the popularity of Asian culture and creating exclusive limitededition collaborations with artists is Uniqlo. Uniqlo has a dedicated section for Graphic T-shirt Collaborations with urban artists and brands all over the world.

These collaborations drive consumers to buy from them because of the exclusivity and limited-edition aspect. In addition, all collaboration designs are unisex so anyone can wear their collaborated T-shirts.

Current Brand Aspirations: CEO and co-Founder of Gentle Monster Hankook Kim spoke of his wishes to make Gentle Monster public. To grow the company to the point where it can go for an initial public offering. Kim stated that he wanted an IPO for his employees to benefit from Gentle Monster’s success.

"I want my employees to be able to buy a house,” - Hankook Kim (CEO & co-Founder of Gentle Monster) This statement expressed by Gentle Monster’s CEO shows the humble and wholesome values of the brand’s CEO. This allows consumers to have an emotional connection with the brand. Consumers will become more loyal to a brand with great values that love what they do and who appreciate their employees.