g-f(2)2730 How South Korean Brands Create Value Through Multisensory Engagement

 

genioux Fact post by Fernando Machuca and Copilot

Introduction

The article “How Successful South Korean Brands Create Value Through Immersion” from INSEAD Knowledge delves into the strategies employed by South Korean brands to create transformative customer experiences. By engaging consumers on a deep, multisensory level, these brands have managed to outpace their competitors and enhance their global appeal.

genioux GK Nugget

"South Korean brands create value and enhance global appeal by providing immersive, multisensory customer experiences." — Fernando Machuca and Copilot, August 7, 2024

genioux Foundational Fact

South Korean brands, such as K-pop groups, eyewear, and fashion, have successfully added value to the customer experience by creating immersive environments that engage consumers on multiple sensory levels. This focus on immersion is a key driver of the country’s emergence as a cultural powerhouse on the international stage.

The 10 Most Relevant genioux Facts

1. South Korean brands outpace competitors through transformative customer experiences, from discovery to retail.
2. Gentle Monster, a South Korean eyewear brand, has rapidly grown into a leading brand in East Asia by providing immersive experiences through concept stores1.
3. Gentle Monster’s revenue jumped from US$140 million in 2017 to US$440 million in 2024, driven by global demand.
4. The brand’s retail outlets feature art exhibitions and highly Instagrammable installations, making visitors feel as if they are stepping into an art gallery.
5. South Korean brands add value to the customer experience by engaging consumers on a deep, multisensory level.
6. The focus on immersion is central to the entire ecosystem of South Korean brands, driving the country’s emergence as a cultural powerhouse.
7. K-pop, an industry valued at over US$5 billion, exemplifies the success of South Korean brands in creating immersive experiences.
8. Other brands looking to elevate their offerings can employ similar strategies to create immersive experiences.
9. The immersive experiences provided by South Korean brands deepen customers’ relationships with the brands.
10. The success of South Korean brands in creating value through immersion highlights the importance of engaging consumers on multiple sensory levels.

Conclusion

The success of South Korean brands in creating value through immersion underscores the importance of engaging consumers on a deep, multisensory level. By providing transformative customer experiences, these brands have managed to outpace their competitors and enhance their global appeal. Other brands can learn from this approach to elevate their offerings and create lasting customer relationships.

REFERENCES

The g-f GK Context

David Dubois, How Successful South Korean Brands Create Value Through Immersion, INSEAD Knowledge, August 5, 2024.

ABOUT THE AUTHOR

David Dubois is an Associate Professor of Marketing at INSEAD. He is the Co-Director of the Leading Digital Marketing Strategy and the Driving Digital Marketing Strategy programmes.

Classical Summary of the Article:

The article "How Successful South Korean Brands Create Value Through Immersion" from INSEAD Knowledge explores how South Korean brands, such as K-pop groups, eyewear, and fashion, outpace their competitors by creating transformative customer experiences¹. These brands add value to the customer experience and enhance their global appeal by engaging consumers on a deep, multisensory level¹.

One notable example is the eyewear brand Gentle Monster, which has rapidly grown into a leading brand in East Asia. The brand's success is attributed to its commitment to providing immersive experiences through concept stores that resemble art galleries¹. These unique retail spaces feature art exhibitions and highly Instagrammable installations, deepening customers' relationships with the brand¹.

The article highlights that this focus on immersion is central to the entire ecosystem of South Korean brands, driving the country's emergence as a cultural powerhouse on the international stage¹. Other brands looking to elevate their offerings can employ similar strategies to create immersive experiences that engage consumers on multiple sensory levels¹.

Source: Conversation with Copilot, 8/7/2024

(1) How Successful South Korean Brands Create Value Through Immersion. https://knowledge.insead.edu/marketing/how-successful-south-korean-brands-create-value-through-immersion.

(2) How Successful South Korean Brands Create Value Through Immersion. https://knowledge.insead.edu/marketing/how-successful-south-korean-brands-create-value-through-immersion.

(3) How successful South Korean brands create value through immersion. https://www.forbesindia.com/article/insead/how-successful-south-korean-brands-create-value-through-immersion/93841/1.

David Dubois

David Dubois is a tenured Associate Professor of Marketing at INSEAD, where he is recognized as one of the world's leading scholars in data-driven marketing, customer centricity, and digital transformation³. He holds a Ph.D. in Marketing from the Kellogg School of Management at Northwestern University¹.

David's research interests lie at the intersection of psychology and technology, focusing on digital consumer behavior, social influence, word-of-mouth, persuasion, power, status, and luxury consumption¹. His work has been published in top-tier academic journals, including the Journal of Marketing Research, Journal of Consumer Research, and Nature Communications¹².

At INSEAD, David co-directs the Leading Digital Marketing Strategy Programme and the Driving Digital Marketing Strategy Programme, both of which are designed to help executives navigate the complexities of digital marketing in today's fast-paced environment⁴. He is also the C. Grupp Fellow in Digital Analytics for Consumer Behaviour¹.

David's contributions to the field extend beyond academia. He is a sought-after speaker and consultant, sharing his expertise with organizations worldwide to help them leverage digital technologies for competitive advantage³. His insights have been featured in popular media outlets such as Wired, MIT Technology Review, and Forbes¹.

Source: Conversation with Copilot, 8/7/2024

(1) David Dubois | INSEAD Knowledge. https://knowledge.insead.edu/author/david-dubois.

(2) David DUBOIS - insead.edu. https://www.insead.edu/system/files?file=2023-11/cv-david-dubois.pdf.

(3) David Dubois - Academic Publications – Personal Site | INSEAD. https://www.insead.edu/faculty-personal-site/david-dubois/academic-publications.

(4) David Dubois | INSEAD Publishing. https://publishing.insead.edu/author/david-dubois.

(5) David DUBOIS - insead.edu. https://www.insead.edu/system/files?file=2023-11/cv-david-dubois.pdf.

(6) undefined. https://www.nature.com/collections/iggbijbbbb/%29.

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