Black Label [EN]: Chapter 291

Black Label Extra Story 42

“Lee, don’t be shocked!”

Tommy’s voice over the receiver was extremely excited.

“It’s a success!”

“What is…”

“It’s a success!”

Tommy’s voice was mixed with cheers and other noises.

“According to real-time viewership data from the Télévision [French national television network] situation room, it’s the highest viewership ever for a documentary!”

“Ah…”

“Moreover, it’s said that it maintained a similar high viewership until the end of the broadcast!”

Jae-seung replied to that.

“That’s a relief…”

It was clearly a situation to be happy about, but he couldn’t feel happy.

It was like…

Like the employees of Power Film were celebrating on his behalf.

“Now, as planned, we’ll start taking pre-orders for a limited edition DVD containing all the documentaries that will be broadcast in the future.”

“I see…”

“I guarantee we’ll sell tens of thousands of copies in France alone. No, hundreds of thousands…”

Tommy, who had been excitedly talking for a while, got to the main point.

“I can’t dare to guarantee Cardo’s success, but the Cardo documentary, ‘The Great Fusion,’ is already looking like a success!”

The beginning of the project was perfect.

* * *

Sitting in his office chair with his legs crossed, Jae-seung fiddled with his phone.

Swish-.

Swish-.

Swish-.

Web news pages were filled with articles related to Cardo.

[Sorbonne University Social Psychology Professor says, “Lee is a social phenomenon. A projection of an era that admires influencers and celebrities.”]

[How far will the cult of personality surrounding Lee go? Documentary ‘The Great Fusion’ records the highest viewership in French TV documentary history…]

As Tommy had said yesterday, the documentary ‘The Great Fusion’ achieved considerable success from its first broadcast.

“At this rate…”

He would easily recover all the costs sunk into producing the documentary.

The cost of acquiring Power Film was unavoidable, but all other additional expenses…

“Things are going well…”

The amazing thing was the foresight of Tommy, the CEO of the production company, Power Film.

On various community sites in France, where the first broadcast took place…

There were mentions of Yul, who was included like a cookie [bonus] video at the end of the first episode.

– I was watching with full concentration, and when Lee’s daughter came out at the end, she was so cute that I clenched my fists.

└> You mean Yul? She was cute.

└> Her name is unique, isn’t it?

└> She’s really pretty.

└> The way she talks is so cute.

Swish.

– You can’t hide genetics, can you?

└> Right, she looks just like her mother.

└> Who is Lee’s wife?

└> It’s Ashlynn! The top model!

└> No wonder, she’s so young but so beautiful….

Swish.

– I bet she’ll be in the cookie video at the end of the next episode too? I’m curious about Lee’s work, but I’m more curious about his daily life….

└> Right, I want to know what kind of life he lives….

└> It must be a happy life. He has such a cute daughter….

└> I’m not really interested in fashion, but Yul is cute.

└> It’s amazing that we live in a world where we can peek into the lives of celebrities.

└> I heard there’s going to be a limited edition DVD release?

└> Then I’ll definitely buy it. It’ll be worth collecting.

Swish.

Swish.

Swish.

Jae-seung, who had been gently swiping his fingertip across the phone screen for a while, smiled faintly.

“She is definitely cute…”

Surprisingly, unlike his expectations, there were more people who watched the documentary out of curiosity about his lifestyle than those who were interested in fashion or premium brands.

In other words, they were people who were curious about his 24 hours a day, his life outside of work.

“Well…”

Even he himself, before entering the mainstream market, was desperately curious about the 24 hours of a successful designer.

Even though he vaguely knew they had incredibly busy schedules, he wondered what they did and what kind of lives they lived.

“Anyway, it’s good…”

Jae-seung put down his phone and pressed his throbbing forehead.

The success of the documentary was almost certain.

If it were broadcast sequentially in several countries where broadcasting has been confirmed…

‘A similar reaction will come back.’

IPs [Intellectual Properties] or content that have already proven their value tend to work in any country.

This was a conclusion drawn from his past experiences.

Therefore, this documentary was also highly likely to do the same.

“Good…”

He didn’t know the result of Cardo yet, but the preparation was perfect.

All design production was completed…

In addition, the production of samples for most product groups was completed, and various variables were being blocked one by one.

Minor problems that were not considered when clothes drawn with a pen on paper were realized in reality.

He succeeded not only in catching all those problems but also in perfectly developing them.

Jae-seung’s gaze turned to the clock on the wall.

2 p.m.

It was time to attend the marketing meeting.

The launch was just around the corner.

If the exact launch ‘location’ and ‘date’ were decided through this marketing meeting, then the real race would begin.

The success of the documentary was definitely a joyful thing, but the documentary was only a means to promote Cardo.

Natural marketing.

Although it wasn’t subliminal marketing, the public naturally values brands they encounter often more highly.

Of course, in the case of premium brands, there are cases where marketing is done through the opposite case, but that is only the case for brands that have completed branding.

He decided to produce the documentary with the aim of naturally increasing public affinity, so it was too early to be happy.

‘Cardo…’

The important thing is the success or failure of Cardo.

Now…

The time to flip the coin is just around the corner.

Success and failure.

A time of destiny with no in-between.

* * *

Jae-seung entered the conference room…

“Hello?”

The employees who had been waiting in the conference room, preparing materials, all looked at Jae-seung.

Including the employees of Wallflower’s marketing team, who had earned the title of the best marketers in the industry…

They were veterans who had worked within the LVMH Group [Louis Vuitton Moët Hennessy, a French multinational luxury goods conglomerate] for at least several years, and up to decades.

“Okay, first of all, before starting the marketing meeting, I will clearly explain the current status of Cardo’s preparation.”

Jae-seung continued.

“The sample inspection and development of all products have been completed, and we only need to finally check the distribution volume and start production.”

In other words, it meant that they could launch the brand right away.

“Therefore, it would be right to say that we are at the stage where we only need to think about when and how to present it.”

Silence flowed for a moment.

“Let’s gather opinions first.”

Jae-seung, who announced that they had entered the full-scale marketing stage, immediately asked the employees for their opinions.

“Wouldn’t it feel much more complete to showcase it through this fashion week…”

“Yes, I agree. Since it is the first brand launch, through fashion week…”

“Unlike other brands, it is a brand within the group, so it won’t be difficult to allocate a seat…”

Everyone brought up opinions with the common content of unveiling it through fashion week.

“Fashion week…”

Since it was a brand created by the LVMH Group with determination, it wouldn’t be difficult to get a spot on the fashion week schedule.

But it felt underwhelming.

It wasn’t an inefficient or bad method at all, but it felt like too ordinary a method.

“Rather…”

Jae-seung opened his mouth.

“How about unveiling it after fashion week?”

At those words, the room stirred.

“Yes? After?”

“The place to unveil it…”

“Why bother doing that…”

Fashion week, which is held periodically twice a year, was virtually the best promotional stage.

Because it was a place where fashion industry officials from all over the world gathered to evaluate the value of the brand for the year.

Moreover, wasn’t it a place where countless celebrities, influencers, and consumers all gathered?

It was impossible to think of a reason to avoid such an event and launch the brand.

“It’s fashion week, but…”

Jae-seung added again.

“How about the day after all the schedules are over?”

Then he continued to explain.

“If you look at the cases of those who attend fashion week, most of them don’t go straight back home as soon as the schedule is over, but stay for a few more days, right?”

“Yes…”

“Considering that they stay for a few more days for whatever reason, whether it’s for tourism or business…”

Postponing it by a day might not be a big deal.

But the important point was, ‘Why do you have to do that?’

“I just thought it would be a waste of the originality of the Cardo brand to promote it by taking advantage of the marketing tool called fashion week.”

Jae-seung continued again.

“I want to create an unprecedented brand. What if there was a title that the brand elicited a reaction comparable to fashion week even after it was over?”

Silence flowed at those words…

“Well, I don’t think it will attract as much attention or popularity as showcasing it during Paris Fashion Week…”

Jae-seung added again.

“We will minimize the number of people who can watch the show itself. But it will be an amazing show that those who watch will never forget.”

“Then…”

“Also, the scenes from the show will be broadcast through the documentary that is currently being produced and broadcast, even if it fails to attract a large audience right away.”

It was a voice full of confidence.

“I’m confident that I can make it talked about for a long time, so I’m saying that there’s no need to choose ordinary means as if we’re being pushed.”

Silence flowed like that…

“Don’t we have power?”

Jae-seung said again.

“Cardo is not Paris Fashion Week.”

Silence flowed for a moment.

“Let’s show it according to Cardo’s own schedule.”

It was an irresistible voice.