Gift-giving is about fun, not a fancy price tag

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Published: 08 Mar. 2009, 20:13

Gift-giving is about fun, not a fancy price tag

Top to Above: A cat keychain made of leather and white feathers featuring the Gucci logo. 200,000 won. By Gucci ;A keychain in the shape of a cartoon squirrel. 198,000 won. By Fendi; Romeo and Juliet, the latest from the Teddy Bear Trick collection. 190,000 won each. By Prada; Gold-toned bracelet, an item for spring and summer. 280,000 won. By Coach

In recent years, marketing luxurious brands has come down to two trends. One is to offer special orders to consumers wanting to own rare items that others don’t have. Another is to retail small accessories at affordable prices in order to make luxury more accessible.

They are on the opposite end of the spectrum in that the rare products would be more costly than the relatively cheaper accessories. But they do have one thing in common: they would make great gifts for March 14’s “White Day,” a day for Korean men to present their sweethearts with gifts.

It’s good to stand out

There are different ways to stand out. Owning something rare or taking on a fashion style that others don’t dare imitate is among them. Consumers’ craving for luxurious brands can be attested to their desire to be different, something brands have recognized in recent years.

For consumers wanting to own exclusive items, brands only take special, customized orders. They may be a tad expensive, but that way, the brands feel they can offer high quality products that fully satisfy consumers.

On the other hand, in order to make luxurious brands more accessible to the masses, some brands have been introducing small pieces of practical and well-designed accessories, at affordable prices.

For instance, Prada introduced the Trick accessory line in 2004. It includes keychains or ornaments for bags or belts. They’re slightly larger and more visible than the accessories of the past. In particular, Teddy Bear Trick introduced in Christmas 2007 and the Olympic collection issued in February 2008, were big hits. Kim Ji-hyun, of Prada’s public relations department, thinks these small accessories have helped usher customers into the world of luxurious brands.

“By purchasing items that are in the 100,000 won [$64.50] to 200,000 won range, they can become more familiar with luxury brands and get a better feel for the brands’ quality,” Kim said. “That way, they gradually become interested in higher-priced products.”

An “Elvis” pendant with a tree branch in its hair. 350,000 won. By Swarovski

‘Fun’ is the word

Small-sized accessories aren’t popular just because of their brand name. Their design is also an important factor.

Fendi and Celine are two brands known for a feminine and elegant concept, but when it comes to small accessories, they have joined hands with eccentric designers to give their products more “fun.”

Swarovski ’s pendant couple of Elvis and Erika oozes with a mischievous spirit that is far from the elegance often associated with the crystal brand. They are perfect presents for so-called kidults.

If you’re seeking special gifts for your special someone, we’d like to let you know you don’t have to empty your wallet to buy Prada or Gucci.