Black Label [EN]: Chapter 224

224. Me, a Nouveau Riche?

“Let’s eat quickly.”

Jae-seung said quietly, rolling up his shirt sleeves and starting to unpack the delivery food that had just arrived at the office. It included jajangmyeon [Korean-Chinese noodle dish in black bean sauce], of course, as well as tangsuyuk [sweet and sour pork] and fried dumplings.

Soon, Director Song joined in, removing the plastic packaging, his eyes fixed on the TV screen in the office.

Shortly after.

“Oh?! It’s on!”

Director Song exclaimed in a highly excited tone, sucking the tangsuyuk sauce off the tip of his thumb with a ‘smack’ sound, and then began staring intently at the TV screen again.

What was being broadcast on the TV screen was none other than the 9 o’clock news on a major public broadcasting channel.

Jae-seung gently mixed his jajangmyeon and replied in a soft tone.

“It looks amazing on screen.”

He wasn’t referring to Chairman Ardo, but to the ‘Wall Flower Watch’ on his wrist.

Soon, as if they had made a promise, the two stared blankly at the TV screen, slurping their jajangmyeon.

[This morning, we have footage from the press conference of Chairman Ardo, the head of the leading fashion group, LVMH [Louis Vuitton Moët Hennessy]. However, the watch on Chairman Ardo’s wrist seems particularly striking.]

At the anchor’s words, Director Song added, “That’s right. It should stand out.”

After a brief broadcast of a press conference scene that was no different from usual, one of the reporters stationed there carefully raised his hand and asked.

– Chairman, with all due respect, the watch on your wrist is particularly eye-catching. Is it a new product included in the watch lineup of an LVMH Group brand?

The anchor’s explanation immediately followed.

[In response to a reporter’s sharp question, Chairman Ardo answers with a relaxed tone.]

In the video, Chairman Ardo tightened his tie and replied softly.

– No. I wish it were a product of our company, but unfortunately, it is a customized watch product from the premium brand Wall Flower.

As soon as he finished speaking, a great commotion arose in the venue, and camera flashes began to burst everywhere.

On the other hand, Chairman Ardo showed no intention of calming the atmosphere, simply waiting for the venue to quiet down with an indifferent expression.

– I didn’t realize that my not wearing a watch from our own brand would be such an issue. It is true that I have been wearing watches mainly from our own brand until now, but if a watch does not meet my standards, I would never wear it, no matter which brand I own.

At Chairman Ardo’s words, another reporter raised his hand high and asked again.

– Are you saying that a watch from another company’s brand must meet even stricter standards to be worn on your wrist?

– Of course.

– Chairman Ardo, this is a cautious question, but it is known that you have a close relationship with ‘Lee,’ the owner-designer of Wall Flower. Is this a form of support?

– I would like to ask in return, which owner-designer of a brand active mainly in France is not close to me?

It was a question with several meanings.

If one were to openly antagonize him, it would cause significant disruptions to the brand’s operation itself.

The LVMH Group is too large an enemy to promote open competition with.

After a brief stir in the venue, Chairman Ardo raised his hand as if to dissuade them and continued speaking.

– My friendship with Lee is purely temporary. As everyone knows, there are no eternal enemies or allies in the fashion world. I doubt it will happen, but let’s assume that Lee becomes obsolete in the market. Would that friendship still be maintained?

Chairman Ardo in the TV took a moment to catch his breath and began to continue speaking.

– The reason I purchased and wear Wall Flower’s customized watch is quite simple. It was an excellent product and exceeded all the standards I had set. I am not buying the product as a business leader or the chairman of the LVMH Group, but merely as a consumer who is a watch enthusiast.

As soon as Chairman Ardo finished speaking, silence fell over the press conference.

[Chairman Ardo concludes his eloquent answer, and the suspended conference resumes. Meanwhile, after the video was released, opinions on the establishment of a new Wall Flower watch line seem to be converging. The public, who had been watching with concern, are also beginning to feel anticipation. This has been Yoon Joo-hee from FTV in France.]

Director Song, who had been staring blankly at the TV screen, unknowingly let out a sigh, “Huh….”

Director Song didn’t even seem to realize that the jajangmyeon he had stuffed in his mouth was dripping down.

Jae-seung picked up a few napkins and handed them to him, saying soothingly.

“Seriously, why are you always dropping and spilling things these days?”

“Boss….”

“What? Wipe your mouth first.”

Director Song added in a slightly trembling tone.

“At this point, I feel sorry for settling with just one sample, don’t you think?”

Jae-seung nodded in agreement.

Thanks to Chairman Ardo’s actions in an official setting, ‘Wall Flower Watch’ had become the top keyword.

Although Wall Flower covered all production and shipping costs, all the jewelry and high-end materials used in the production process were received free of charge from LVMH’s jewelry brand, weren’t they?

If converted into monetary value, it was the same as running a huge advertisement for a very small amount of money.

“It’s definitely better than expected. But I think it’s too early to be surprised. We have many events prepared.”

After speaking, Jae-seung smiled and added with a grim tone, picking up a piece of danmuji [yellow pickled radish].

“The real twist will happen in Switzerland.”

* * *

Having gained some momentum, they further accelerated their marketing efforts.

They selected and contracted several companies specializing in brand image consulting and began to slowly shape the outline of the watch line by intentionally releasing various articles.

In addition, they hired professional columnists to write columns related to watches, but also had them write columns that necessarily included Wall Flower watches.

They began to adopt a marketing method so natural that it would be impossible for anyone other than those involved to recognize it as advertising.

[From 10 million to hundreds of millions of won: About the world of customized watches.]

[Uncovering the price of Chairman Ardo’s ‘Wall Flower Customizing’ in detail.]

[Wall Flower watches flooded with pre-order requests. Meanwhile, Wall Flower headquarters remain silent.]

* * *

Inside a spacious conference room, dozens of people were seated.

On the table were not only famous fashion magazines but also thick documents piled up.

As soon as Jae-seung entered, the employees all rose from their seats and began to greet him with a very polite attitude.

“It’s okay, everyone, please sit down. We don’t have much time, so let’s start the meeting right away.”

As soon as Jae-seung finished speaking, the employees attending the meeting sat down in an orderly manner.

Today’s meeting could be called the ‘last meeting’ before the plane took off.

That is, the last meeting just before the plane takes off, arrives in Switzerland, and shares business with the owners of some of the world’s leading watch brands.

“At this point, it seems that the brand image building work is almost 90% complete. We are continuing to prepare follow-up measures.”

As Jae-seung nodded, another employee raised his hand and spoke.

“We are receiving a flood of reservation inquiries at headquarters. This includes domestic business leaders and celebrities.”

“It would be good to proceed with a small number of orders for those with valuable influence. Establish a more consistent standard and proceed slowly.”

It was a conclusion reached because there was a limit to the amount that could be digested immediately.

If they selected, produced, and sold products to people who could achieve a certain level of marketing effect through sales alone, they thought they could achieve a fairly large marketing effect compared to the labor involved.

As soon as one topic ended, a new topic was brought up.

“Media expectations have reached their peak. It would be good to have a slightly more stimulating source, but it’s not a big problem even if we don’t. According to the analysis, the sales in the year the watch line was established may exceed the sales of the street line over several years.”

Jae-seung unknowingly muttered, “Oh…,” and then added in a soft tone.

“Really? We avoided the dramatic situation of having to pay the watch line employees with products.”

From the beginning, the unit price itself was high, and various amounts were added during the process, so the profit margin itself was different.

Of course, the repurchase rate would definitely not be as high as expected.

Although it was an expected result, he seemed to feel new when he received the report in numbers. Jae-seung continued to speak again, satisfied.

“I think I’ll create a slightly more stimulating source on this trip to Switzerland, so you don’t have to worry. First of all, let’s start solidifying it as it is. The goal is to instill the perception that Wall Flower watches are a must-have item for the upper class. The key is to simultaneously instill the perception that even the ‘lower trims’ are never dream items for ordinary people.”

It must be an item worn by objects of admiration and envy, and a symbol of success.

But it shouldn’t be too far away.

After speaking, Jae-seung snapped his fingers and stood up.

“I think it’s good to end today’s meeting here.”

It was time to move to board the plane to Switzerland.

* * *

The flight to Switzerland was also made on a private jet supported by Chairman Ardo of the LVMH Group.

Without a tedious waiting time, he went straight through the lounge and boarded the private jet.

Everything was in place inside the private jet, as before. High-end liquors costing tens or hundreds of millions of won per glass. Movie DVDs and classic art videos. Even Chairman Ardo.

“Chairman?”

“You’ve arrived.”

He had chosen to stop over in Korea to travel with Jae-seung.

Just as Jae-seung was about to say something, Chairman Ardo said in a firm tone.

“I have a pile of documents to review. Don’t worry, I didn’t waste time because of your awkward consideration.”

“Thank you so much.”

“No need to thank me. First, sit down. Don’t we have a mountain of stories to share?”

Thus, a flight that didn’t seem boring began.