Black Label [EN]: Chapter 260

Black Label Extra Chapter 11

With the premium handbag lineup finalized,

Jaeseung met with Chairman Ardo after a long interval to provide an update.

“A high-end handbag crafted from VIVARATO fabric would be a guaranteed bestseller.”

Chairman Ardo expressed considerable enthusiasm for Wallflower’s new premium handbag line.

“If you successfully establish the brand’s image, many individuals will willingly spend not just millions, but tens of millions of dollars to acquire these handbags.”

“I agree.”

“Some might purchase them for tax evasion purposes, and with such limited production, others will view them as investment opportunities.”

He lit a cigar.

“You truly understand how to cater to customers. You must ignite their vanity and foster a sense of competition.”

The Black Label premium handbag line, utilizing VIVARATO material, was exceptionally well-received.

“The decision to maintain the core design of the ‘dot bag,’ the brand’s current signature model, is also brilliant.”

“Thank you.”

“It’s unwise to alienate existing customers by making them feel their purchases are outdated, thus pressuring them to buy more.”

He added,

“More people than you realize buy premium brand products and appreciate the assurance that future iterations won’t drastically change.”

The new dot bag model, designed to evoke the feeling of an entirely new series rather than a mere upgrade, also garnered high praise.

“The most astonishing piece is the PVC bag.”

He examined the schematic in his hand and continued,

“To think of selling a plastic bag with a logo for ten thousand dollars… it’s audacity at its finest.”

“Is that so?”

“I guarantee this product will be a sensation. It’s the perfect way to flaunt status in situations where elaborate attire isn’t possible.”

Chairman Ardo smiled contentedly.

“The handbag line shows great promise.”

Then, he inquired,

“I’ve heard whispers that your ambition to revitalize well-selling lines isn’t limited to just ‘handbags’.”

Jaeseung responded calmly,

“I’m also exploring haute couture and watch lines. However, I’m encountering some challenges…”

“Challenges?”

“With the watch line, precisely integrating the system and enhancing performance is taking considerably longer than anticipated.”

He replied to my words.

“Take your time.”

The watch line couldn’t be rushed.

Even with a brilliant ‘design,’ production and implementation would take time.

“Therefore, I’m concentrating on the haute couture line.”

“Haute couture?”

“Yes, it’s currently in the fitting stage, so completion is imminent.”

Given that the primary clientele consisted of renowned Hollywood actors and high-ranking officials, production proceeded without budgetary constraints on fabrics and materials.

However….

I had invested significant time and effort to create something distinct from conventional haute couture.

“I focused on creating haute couture suitable for everyday wear.”

Chairman Ardo questioned this statement.

“Is that even feasible?”

Wallflower’s current haute couture line was marketed by emphasizing the craftsmanship of the atelier’s masters.

The focus was on showcasing innovative designs that captured the prevailing trends and accentuated the wearer’s femininity.

Perhaps as a result?

The price of a single outfit was astronomically high, yet they were frequently sold out through ‘reservations’ even before production commenced.

In essence, it was a ‘trend’.

Among prominent actors, singers, and comedians in the Western world, the company’s haute couture products were a sensation at award ceremonies.

Those who wore Wallflower’s haute couture line often received ‘spotlights’ at various award ceremonies.

Consequently, everyone sought dresses and tuxedos for the year-end awards ceremony, visiting the brand house well in advance.

The haute couture line wasn’t primarily intended to generate substantial profit through direct sales.

The finest fabrics and materials were used liberally, and the effort invested by designers and masters in each piece was immense.

As a product line with inherently limited production volume, it couldn’t compete with mass-produced goods, regardless of sales volume.

However….

The primary benefit of the haute couture line was not direct profit, but brand enhancement and publicity.

Individuals admired and envied by the public received attention on the awards ceremony stage while wearing Wallflower’s creations.

This generated tremendous global exposure for the Wallflower brand, serving as invaluable marketing.

“I’m somewhat skeptical about this.”

Chairman Ardo voiced his opposition for the first time.

“Why is that?”

He exhaled smoke, narrowed his brows, and continued calmly.

“While the premium handbag line felt like a clear advancement, this shift in the haute couture line feels like a detour…”

“In what sense?”

“Isn’t haute couture inherently about extravagant beauty that transcends everyday wear? Introducing ordinariness…”

I understood his concern.

“The current buyers of haute couture are those willing to spend hundreds of millions of dollars for a single day of unbridled extravagance.”

“Exactly.”

“If haute couture with an element of ordinariness is introduced, they might feel disappointed or lose interest.”

In short, he believed it was best to leave it untouched, as it was already a goose laying golden eggs.

He wasn’t wrong.

While the net profit wasn’t exceptionally high, it generated astronomical sales annually, along with significant marketing benefits.

“Well…”

At that moment, Jaeseung interjected.

“I’m not adding ordinariness, but convenience.”

“Convenience?”

“Think of it as clothing designed for Wall Street yuppies [young, ambitious professionals working in finance].”

This referred to young customers who had amassed wealth in the stock market.

“Wall Street yuppies…”

Individuals who furnish their offices with high-end Swiss furniture and collect and display artwork worth millions.

They are loyal patrons of the upscale dining establishments near Wall Street, and…

They also indulge in obscure, ultra-expensive wines that few others would consider, regardless of the exorbitant price.

“This year, after promoting the line through ambassadors [brand representatives] comprised of famous influencers or stars…”

Jaeseung added confidently,

“I intend to establish it as a trend among them.”

“Hmm…”

“The item I’m selling isn’t just a dress or a tuxedo, but a culture.”

I had a specific strategy in mind.

“How do you plan to achieve that?”

Jaeseung smiled faintly.

“That’s…”

Then he added,

“It’s a secret.”

He clearly trusted Chairman Ardo, but they weren’t yet close enough to share all his secrets.

“That’s a shame.”

The day he revealed all his trade secrets would be when he became the largest shareholder and manager of LVMH [Louis Vuitton Moët Hennessy, a French multinational luxury goods conglomerate].

Chairman Ardo seemed to understand this and didn’t press further.

He gazed into the air, contemplating Jaeseung’s plan, and repeatedly smoked his cigar.

Jaeseung appreciated this aspect of Chairman Ardo.

He was…

A businessman who prioritized practicality over sentimentality.

* * *

Subsequently, everything progressed smoothly.

“The clothing line products have entered mass production.”

The factory producing the new men’s and women’s clothing line products was operating at full capacity.

To launch the clothing line products immediately after Fashion Week, they needed to be diligent.

“The atelier’s masters have also commenced sewing the dot bag products, and some haute couture pieces have entered the sewing stage.”

Now, all that remained was to prepare for Fashion Week and showcase some products in time.

“Ah.”

Jaeseung recalled something and asked in a low voice,

“How is the ambassador situation progressing?”

I had sent emails to celebrities I deemed suitable as brand ambassadors.

In reality, it was more like sending a brief greeting along with a contract.

The contract outlined the term, conditions, clauses, and compensation.

“Of the ten celebrities personally selected by Lee, nine have responded positively.”

“That’s going well.”

“Seven immediately returned the signed contract, while two requested adjustments to the conditions.”

“And?”

“Currently, the brand house’s internal marketing staff are carefully negotiating the conditions.”

Jaeseung counted on his fingers and asked,

“What about the remaining one?”

I sent emails to ten people, and seven signed the contract.

The other two were requesting adjustments…

“There’s one missing?”

At those words, the secretary replied,

“They expressed their desire to sign the contract in person.”

“In person?”

“I informed them that an appointment was required…”

She mumbled, seemingly troubled.

“They stated that they would be welcomed whenever they visited and would come when they had time…”

Jaeseung frowned.

“Who on earth…”

I’m so busy I can barely breathe.

They said they would be welcomed whenever they visited?

I don’t know who it is, but it was incredibly rude.

“Did they really say such nonsense?”

People say time is money.

But my time is more valuable than gold.

“That’s…”

The secretary was about to answer.

“Hmm?”

The brand house lobby, visible through the glass wall of the representative’s office, seemed noisy.

The secretary widened her eyes and continued,

“It appears they have arrived.”

Jaeseung stood up and looked at the lobby.

A person wearing multiple gold necklaces studded with diamonds and large rings on each finger.

“What the…”

Another Asian, dressed in Wallflower’s menswear and wearing sunglasses, walked in twirling a car key.

The Asian celebrity, attracting the attention of the staff, looked up at the representative’s office.

“That guy…”

He removed his sunglasses and waved to Jaeseung with a happy face.

– JEUS.KUS

The celebrity who confidently stated that he would be welcomed whenever he visited and wanted to sign the contract in person was…

“Hey, Son Youngguk!”

It was ‘Youngguk,’ now a Billboard hip-hop star.