Still Strong After 10 Years... The Retail Industry Smiles at 'Hyori Power'

'Brand Fantasy' Sales Up 40%
Reebok Also Gains Popularity with 'Lee Hyori Padding'

The distribution industry is smiling as Lee Hyori returns to commercial advertising after 10 years. Since selecting Lee Hyori as a model, the distribution sector appears to be enjoying the 'Hyori Effect,' with increases in sales and new customers.

Lotte ON Brand Fantasy Advertisement
Photo by Lotte ON

According to Lotte ON on the 29th, sales during the first week (October 16?22) of the Lotte ON 'Brand Fantasy' event, which began on the 16th, increased by more than 40% compared to the same period last year. The number of app visitors and purchasers also grew by double digits. Brand Fantasy is an event where Lotte ON selects three brands daily and offers the greatest benefits ever. For the first time this year, Lotte ON chose singer Lee Hyori as an advertising model and produced an advertisement video for the event.

Lotte ON Brand Fantasy Advertisement
Photo by Lotte ON

The advertising effect extends not only to event performance but also to sales in Lotte ON’s core services, the specialty stores. During the event week, sales at Lotte ON specialty stores On & The Beauty and On & The Fashion increased by 30% and 50% respectively compared to the previous year, and the number of new members joining the integrated membership On & The Club grew more than eightfold compared to last year’s On & The Beauty Club results during the same period. A Lotte ON representative said, "Since the release of the Shopping Fantasy advertisement featuring Lee Hyori, we have felt a significant increase in public awareness of Lotte ON," adding, "The advertising effect is impacting not only the success of Brand Fantasy but also the overall services provided by Lotte ON."

LF’s global sports brand Reebok is also gaining popularity with the so-called 'Lee Hyori Padding.' After appointing Lee Hyori as a brand ambassador, Reebok released teaser photos and videos with Lee Hyori on the 13th and launched the fall/winter padding collection for this year. Following the release of the 'RETURN' teaser photos and videos featuring Reebok and Lee Hyori, the number of new member sign-ups on Reebok’s official online store increased by 1.5 times compared to the previous week, and thousands of customers set restock alerts for the representative product 'Pump Padding' worn by Lee Hyori in the photoshoot.

A Reebok representative stated, "Lee Hyori’s sporty and active image is perfect for appealing to padding, a classic winter item, not as a bulky piece but as a trendy fashion item," adding, "We plan to continue introducing items that maximize the synergy between Reebok and Lee Hyori in line with the season."

'Reebok and Lee Hyori's "Pump Padding" Photoshoot'
Photo by LF

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