The battle to capture the hearts of Generation Z

The fact that Jennie turned her back on the fashion brand she used to be attached to is considered a potentially risky action.

Jennie (BlackPink) or V (BTS) used to have the nickname “Human Gucci”. However, they are now associated with the name “Human Chanel”. According to Daniel Langer, chief executive officer of lifestyle company Équité, this change could have a big impact on brands reaching younger audiences. Therefore, there is no other way, the brand must have more “wise moves” in making the idol image become associated with them. How to “retain” idols when loyalty is easy to change When Kai (EXO) just released a solo album, Gucci sent him a coffee cart. The Italian fashion house wants their brand ambassadors to be healthy. “Congratulations to Gucci ambassador, Kai. Eat well”, “Gucci fully supports Kai” are two wishes printed on the car. The food cart contains Gucci’s message to Kai. Photo: Lo3ylovely. This simple action seems to implicitly confirm that Kai is an inseparable part of the brand. Deep down, it’s a way for idols to have a hard time turning their backs on them. In 2020 Gucci produced a video with Kai, showing him as someone on a journey of self-discovery. In April, Gucci launched Kai’s first collection. The designs are based on the brand’s signature classic style. The teddy bear – a toy associated with Kai since childhood – is highlighted, symbolizing the gentleness of childhood and the connection between people. “The collection has taken the world by storm. Kai shows fashion acumen. His glamorous style has generated promotion from Seoul (Korea), Shanghai (China), Tokyo (Japan) Copy), New York (USA) to Paris (France)”, SCMP comment. Gucci attracted attention when creating a collection associated with Kai. Photo: Gucci. The hashtag #humangucci is currently trending on many social media platforms due to Kai’s great influence. However, the phrase has been used before to refer to other celebrities who have been associated with the brand. They were wearing Gucci from head to toe. Before Kai, V and Jennie often appeared in Gucci suits. They are even called the “king” and “queen” of the fashion house. After a while, both turned to support Chanel. The admirers favorably gave them the common title “Human Chanel”. Once “Human Gucci”, Jennie is now attached to the nickname “Human Chanel”. Photo: Jennierubyjane. Page Kpopmap wrote: “From sticking with Gucci, V switched to Chanel, making the competition fierce”. Chanel quickly named Jennie as the muse and ambassador for the brand. Since then, Jennie has actively shared her love for the French fashion house on her personal page with 45 million followers. In many of her posts, she carries handbags, Chanel dresses, and other accessories. These images of Jennie have a great impact on Generation Z consumers. This is the audience Chanel wants to reach the most. Kpop superstars are style icons of today’s youth. Therefore, choosing a representative with great style and influence for the brand creates a clear impact on young audiences. This also shows how much influence social media has on luxury brands. Cleverly pleasing Generation Z “However, Jennie’s switch from using Gucci to Chanel also has many potential risks.” SCMP identify. When ambassadors are disloyal or no longer supporting certain brands, it is easy for fans to be skeptical. They will also tend to act on their idols. Which explains why Gucci is now actively promoting Kai to become “Human Gucci”, tying him to his own collections. Gen Z is currently the most influential consumer group for luxury brands. According to experts’ predictions, by 2030, they will also be the number one customer group. Defining “Human Chanel” or “Human Gucci” helps them solidify their choices. Song Hye Kyo, Rosé or Lisa are also characters that are sought after by many brands. Photo: Song Hye Kyo, Rosé, Lisa. Not only is K-pop the most successful music genre of the past, K-pop will also influence the aesthetic of luxury brands over the next decade. This is similar to hip hop that has helped build the style for luxury brands over the past decade. As more brands jump into this race, monikers like “Human Louis Vuitton”, “Human Dior” or “Human Prada” may be on the horizon. “In that case, brands will have to be very cautious because ‘imitation’ may not help to connect with Gen Z. It will take different creative approaches. And I’m sure we will see. many great examples” is Daniel Langer’s warning.