Black Label [EN]: Chapter 259

The preparations for the F/W [Fall/Winter] season, set to debut at the upcoming Paris Fashion Week, were progressing smoothly, like a ship sailing with a tailwind.

“Here are the schematics for the new handbag products,” Jae-seung announced.

The staff members who reviewed the schematics he handed out exclaimed in unison, “Oh my God.”

“It’s really amazing….”

This came after Jae-seung announced that he would definitely introduce new products in the ‘Premium Handbag’ line, which already maintained a solid level of sales, this season.

“It’s good enough as it is, why bother….”

Clearly, everyone was against it.

However, Jae-seung’s resolve was firm.

“I’ll take responsibility.”

It wasn’t an easy thing to say.

No one seemed to believe him.

But Jae-seung was determined to put his words into action.

“First, the initial product is a tote bag made using only the highest quality leather, with Wallflower’s unique logo pattern subtly engraved on it.”

After speaking, Jae-seung added, “In the premium handbag line, isn’t the key to maintaining value by avoiding drastic changes to existing products?”

Wallflower’s handbag products were priced significantly higher than those of other premium brands, weren’t they?

Major changes to the handbag product line this season risked alienating loyal existing customers.

Considering that point, they focused on creating a ‘different series’ altogether, rather than giving the impression that the new tote bag was superior to the existing one.

“In fact, brands like ‘Chanel,’ ‘Hermes,’ and ‘Louis Vuitton’ release new products without compromising their core designs.”

The design team staff all nodded in agreement.

“Like the existing tote bag model, this is a signature product line created for customers who are just beginning to explore Wallflower handbags.”

The staff carefully examined the schematics, adding their thoughts.

“Yes, there’s a deep sophistication in its simplicity.”

“It feels similar to the existing tote bag, yet distinct….”

“I appreciate that it doesn’t feel like a superior product.”

Jae-seung turned the document to the next page and continued, “Now, the next product.”

The next schematic was a chain bag.

“The next product is a small chain bag that will be made primarily with ‘Epsom’ leather.”

“Hmm, I’m concerned that the manufacturing process will become considerably more difficult with Epsom….”

“Yes, it will have to be handmade by a Meister [master craftsman] from the Wallflower brand house’s *Atelier (*workshop).”

Jae-seung added, “The schematic prioritizes aesthetics over pure practicality, and I chose Epsom leather for its luxurious texture and relative durability.”

A design team staff member asked, “Lee, is that perhaps to prevent the chain bag from losing its shape?”

After confirming, “Yes, that’s correct,” Jae-seung continued, “The chain bag will be a small and beautiful product. Even though it might lack some practicality, I believe it will be convenient in its own way.”

“That’s contradictory.”

“Isn’t the psychology of customers who purchase our company’s premium handbags, sold at exorbitant prices, a contradiction in itself?”

Jae-seung added, “However, I will ensure that the moment you carry Wallflower’s chain bag on your shoulder, you will feel like a ‘special person.'”

“How?”

“Since the products are handmade by a Meister from the Wallflower brand house from the very beginning, we will engrave the name of the artisan who contributed to its production.”

This was venturing into the realm of marketing, beyond pure design.

“Also, to protect the resale value of the product line, we will carefully control the production volume and never allow the product to be discounted for any reason.”

“If inventory piles up….”

“Even if we have to destroy it all, we will never allow the product to be sold at a lower price than the original release price,” Jae-seung stated firmly.

“This applies not only to this product but also to products in similar price ranges, as well as higher-end products.”

“Then….”

“From now on, let’s create a situation where all customers who purchase Wallflower’s products expect to pay full price or more.”

Jae-seung looked at the head of the marketing department and gave an order, “I’ve selected a few celebrities who will become Wallflower’s new *Ambassadors (*brand representatives).”

“Yes?”

“I’m talking about stars from around the world who will promote the newly released premium handbag line.”

The marketing department head immediately asked, “Most of the new ambassadors will be female celebrities, right?”

Given the purpose of promoting premium handbags, it was a logical assumption that the primary customers were likely to be women.

“A few hip-hop artists who have charted on the Billboard hip-hop charts, and a few members of a K-POP boy group that has been gaining popularity recently.”

“Yes?”

“Wouldn’t we see a huge increase in sales if we challenge the assumption that only women carry our premium handbags?”

The marketing team leader muttered, “Well, yes, but….”

It was difficult to imagine rappers from the Billboard charts or members of popular K-POP boy groups carrying chain bags.

“What if we demonstrate that men can also carry ‘chain bags’ by showcasing male celebrities who are widely admired?”

Jae-seung was confident.

“With gender issues being a global topic, isn’t it necessary for the fashion world to embrace genderless (non-gender-specific) designs?”

The marketing team leader asked, “I’m concerned that it may not be much different from unisex marketing (marketing that sells the same products to both men and women)….”

After a brief, “No,” Jae-seung elaborated, “Unisex marketing aims to increase the customer base by offering ordinary products to everyone. Genderless marketing focuses on highlighting brand characteristics that transcend gender.”

This idea stemmed from a purely business-driven question, rather than a sense of social responsibility.

How can we sell products to more customers and achieve greater sales?

By increasing the number of people who consume the product, sales would naturally increase. Therefore, they decided to adopt ‘genderless’ marketing, which aligned with current social trends.

“If you finalize the list of new ambassadors, we will immediately contact them and negotiate contracts.”

Jae-seung turned the document to the next page, filled with more schematics, and added, “Next is a model that we plan to classify as a ‘black label’ product within the handbag line.”

The staff sighed.

“Oh my God….”

They could easily infer the exorbitant cost of the product just by looking at the schematics.

“Is that Vibrato fabric?”

Vibrato leather, made by compressing multiple layers of leather and suede, was known for its colorful patterns and unique designs.

“It’s going to be difficult to maintain, though?”

This leather also had the disadvantage of being difficult for the average person to keep in good condition over a long period.

“We plan to provide permanent free A/S [after-sales service] to customers who purchase the product, as well as a special pen for simple maintenance.”

“That’s innovative. From the customer’s perspective, it’s a service that will inevitably create a ‘bond’ with the brand….”

“That’s right. It’s a product designed not only to establish a bond with purchasing customers but also to make them feel valued and well-cared-for.”

Jae-seung continued, “Of course, we plan to use only the highest quality calfskin and expensive crocodile or ostrich leather as raw materials for compression in the Vibrato leather production stage.”

“Wow, it’s clear that this product will cost hundreds of thousands of dollars just based on the raw material prices.”

“In addition, we plan to emphasize in our marketing that it will be handmade by the most experienced Meister in the Atelier….”

Jae-seung looked at the schematic and explained, “We plan to use diamonds and platinum for the front decoration, as well as for the security lock and key. Naturally, the subsidiary materials will also be of the highest grade.”

“Oh my God….”

“The official selling price we are currently considering is approximately five million dollars. There’s room for it to increase further with customization options.”

In short, they were releasing a truly premium bag exclusively for the ultra-wealthy.

“I wonder if we can actually produce such a product during Fashion Week….”

Jae-seung was confident.

“I’ll take responsibility.”

Then he added, “I’m thinking of personally selling the first Vibrato bag presented at this Fashion Week, at a price even higher than what I initially envisioned.”

“You mean Lee will speak directly to potential buyers?”

“I don’t mean to diminish the years of experience of the Meisters working in the brand house’s Atelier, but I am quite confident in my own sewing skills.”

The closer the deadline, the more comfortable he felt handling it himself.

Hadn’t he spent his entire previous life sewing and fitting premium handbags?

No matter how complex Vibrato leather was, he was confident that he could produce one every few days.

“It will definitely be successful.”

Soon, all the staff began to nod slowly.

If ‘Lee’ was personally involved….

They believed he could achieve anything.

“Lastly, it’s a transparent vinyl bag made of PVC material.”

“Yes?”

“It’s a bag with Wallflower’s brand logo prominently displayed.”

Everyone was doubtful, as it seemed incredibly cheap compared to the premium handbags introduced earlier.

“We plan to sell the product for about $10,000.”

“A transparent vinyl handbag made of PVC material for ‘$10,000’?”

Converted to Korean currency, that was a little over one million won [Korean currency].

Who would buy a transparent vinyl bag at that price?

“I am confident that customers who cannot afford the next product line will purchase it.”

“Vinyl….”

“I think it would sell even if we priced it at tens of thousands of dollars, not just $10,000.”

Jae-seung added, “I’m reminded of what my teacher, Chanel’s chief designer Karl Lagerfeld, once told me.”

Jae-seung lowered his voice and said, “If it’s expensive, it’s art; if it’s cheap, it’s graffiti.”

Then he smiled brightly.

“It will sell like hotcakes.”

Typical of a successful businessman.

It was a smile full of capitalism.

“This concludes the briefing on the new premium handbag line products.”

That’s how the meeting ended.

“I’m looking forward to it….”

All the staff seemed to have shaken off their anxiety about this F/W season and were now anticipating the increase in sales.

“Thank you for your hard work.”

It was the result of Jae-seung’s leadership and unique, brilliant ideas.

And so, another day was spent preparing for Fashion Week with anticipation.