Shinsegae Inter "Yang Joon-il Goods Sold Out in 3 Minutes"

by Jo Youjin

Published 19 Aug.2020 10:08(KST)

Shinsegae Inter "Yang Joon-il Goods Sold Out in 3 Minutes"

[Asia Economy Reporter Yujin Cho] Shinsegae International announced that the 449 Project Yang Joon-il goods package sold through its own online mall SI Village on the 17th was completely sold out within 3 minutes of the start of sales.

The Yang Joon-il collaboration goods were a project prepared over about 5 months by Shinsegae International and Yang Joon-il, consisting of two limited edition packages made in limited quantities of 449 each, composed of stationery and lifestyle items.

The first pre-order sales accounted for 30% of the total quantity, with 149 packages per type, totaling 298 packages, sold online in advance, and they gained explosive popularity by selling out immediately upon release.

Shinsegae International evaluated, "As a new fashion project, the popularity of the Yang Joon-il goods is due to delivering various entertainments and fun beyond simply launching products."

From the planning background of a meeting between a fashion company and a fashion icon, the Yang Joon-il goods attracted great attention. Yang Joon-il directly participated in the entire process from product planning to production. All products feature designs with Yang Joon-il's messages such as ‘Life Walker’. Each package is engraved with a unique serial number, increasing its collectible value.

Releasing video content such as the ‘Goods Package Unboxing Video’ of Yang Joon-il and the talk show ‘Yang Joon-il Jugaekjeondo Talk Show: Yang Joon-ilgi’ on the YouTube channel 449TV also heightened customer attention.

The phenomenon where products inspired by celebrities and the music industry, such as goods inspired by the recent co-ed group ‘Ssaksseuri’, are gaining great popularity also led to increased interest in the Yang Joon-il goods.

The eight single items released along with the limited edition packages are also showing high sales rates just two days after launch.

The single items were released in a total of eight types including masks, diaries, phone pouches, socks, grip-toks, bags, hats, and water bottles. Among these, some products such as mini cross bags and tumblers sold 80% of their total quantity on the first day of release. Some popular items facing early sell-out have already entered first re-production.

A Shinsegae International official said, “Considering the seriousness of the recent COVID-19 situation, we canceled offline events such as fan meetings and fan signings that were planned in advance and proceeded with online product sales, which received better-than-expected responses from the first round,” and added, “Except for the clothing collection to be sold from the 28th, all goods will be sold online.”