"Yellow Color That Even Executives Were Unsure About, MZ Generation Cheered" Behind the Launch of Z Flip3 Bespoke Edition

[Asia Economy Reporter Seulgina Jo] Yellow, which even the management was not confident about. The MZ generation cheered. This is the story of Samsung Electronics' new foldable smartphone, the ‘Galaxy Z Flip3 Bespoke Edition,’ which allows users to choose product colors according to their preferences to express their individuality.

On the 19th, Samsung Electronics revealed the design behind the Z Flip3 Bespoke Edition through its global English newsroom. The Z Flip3 Bespoke Edition is characterized by applying Samsung Electronics' customized premium home appliance concept ‘BESPOKE’ to the Z Flip3, which evokes the nostalgic foldable feeling.

Hyunsook Kim, Senior Designer of Samsung Electronics CMF Group, explained the background of the launch, saying, “We did not have a specific user in mind. The Z Flip3 Bespoke Edition is all custom-made according to unique tastes. By providing a personalized mobile experience, we aimed to embrace consumers' unique and multidimensional lives.”

The design differentiation of the Z Flip3 Bespoke Edition from the existing Z Flip3 lies in the ‘pursuit of uniqueness through color.’ It was explained that users can break the mold and pursue unique combinations. The number of possible color combinations reaches as many as 49. Users can apply two frame colors, black and silver, and five front and back panel colors?blue, yellow, pink, white, and black?according to their personal preferences. The design team finalized the color options after more than 1,280 simulations.

However, the process of finalizing the number of options and colors was not easy. Hyejin Bang, Senior Designer of Samsung Electronics CMF Group, said, “We conducted multiple internal surveys and especially listened carefully to MZ generation employees.” She added, “For example, the yellow option was rarely seen in the industry, so even top management was not confident. But since it was highly preferred among the MZ generation, we included it in the final options.” Senior Designer Kim also added, “We considered that the more choices there are, the harder it is for customers to make decisions. We did not want customers to be overwhelmed by the color options.”

Currently, the most popular combination worldwide is the silver frame with white front and back panels. Many also choose the black frame with pink front and back panels. However, in the United States, the silver frame with a yellow-blue combination is the most popular. Senior Designer Kim said, “We want to see which combinations consumers prefer by region. This is the same reason why we originally introduced the Bespoke Edition.” Senior Designer Bang also evaluated, “We confirmed customers' passion for customization.”

This content was produced with the assistance of AI translation services.