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Fri, September 29, 2023 | 09:23
Lifestyle
LifestyleTeens feel peer pressure to buy luxury goods endorsed by K-pop stars
K팝 스타가 홍보하는 명품 구매에 또래 압력 느끼는 10대
Posted : 2023-02-07 14:26
Updated : 2023-02-07 14:26
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Jisoo of K-pop girl group BLACKPINK poses during a Christian Dior photo shoot as part of the Haute-Couture Spring/Summer 2023 Fashion Week in Paris, Jan. 23. AFP-YonhapK팝 걸그룹 블랙핑크 멤버 지수가 크리스찬 디올의 오뜨 꾸뛰르 2023 봄-여름 패션쇼 일정 중 사진 촬영을 위해 포즈를 취하고 있다. AFP-연합
Jisoo of K-pop girl group BLACKPINK poses during a Christian Dior photo shoot as part of the Haute-Couture Spring/Summer 2023 Fashion Week in Paris, Jan. 23. AFP-Yonhap
K팝 걸그룹 블랙핑크 멤버 지수가 크리스찬 디올의 오뜨 꾸뛰르 2023 봄-여름 패션쇼 일정 중 사진 촬영을 위해 포즈를 취하고 있다. AFP-연합

As more K-pop icons become brand ambassadors, luxury goods market expands to younger consumers
다수 K팝 스타의 브랜드 홍보대사 임명, 명품 시장이 어린 소비자층으로 확대돼


By Kwak Yeon-soo

A woman in her 40s surnamed Yoo recently bought her daughter a Vivienne Westwood cross bag for 580,000 won ($470).
40대 여성 유 씨는 최근 딸에게 58만원(470달러)짜리 비비안 웨스트우드 크로스백을 사줬다.


"My 16-year-old daughter actually asked for a Prada or Saint Laurent handbag, which are at least five times more expensive. But I told her no because it's too pricey for a high school student. Now I'm worried that she might want a more expensive item next," she said.
유 씨는 "16살 딸이 못해도 5배는 더 비싼 프라다나 생로랑 핸드백을 사달라고 졸랐다. 하지만 고등학생에게 너무 비싸서 안 된다고 말했다. 다음에는 더 비싼 명품을 원할까봐 걱정된다"고 말했다.


The thousands of luxury haul videos by precocious teenagers flaunting their shopping sprees indicate that luxury shoppers are getting younger.
조숙한 10대들이 올린 쇼핑 능력을 과시하는 수천 개의 명품구매 후기 영상은 명품 소비자층이 어려지고 있다는 사실을 보여준다.

In a 2020 survey of 783 middle and high school students conducted by local school wear brand S'FD, 56.4 percent of respondents said they have bought luxury products.
국내 교복 브랜드 스마트에프앤디가 2020년 중고등학생 783명을 대상으로 실시한 설문 조사에서 응답자 56.4%가 명품을 구매한 적이 있다고 답했다.


Experts say the appeal of luxury brands to teenage consumers is in the bandwagon effect of social media.
전문가들은 10대 소비자들에게 명품이 가지는 매력은 소셜미디어의 밴드웨건 효과에 있다고 해석한다.


"Consumers generally choose luxury goods that meet their unique tastes and preferences. But Koreans tend to make a safe choice by purchasing the most popular ones. To make better decisions, they often rely on celebrities who are associated with luxury brands," said Kwak Geum-joo, a psychology professor at Seoul National University.
곽금주 서울대학교 심리학과 교수는 "소비자는 보통 자신의 취향과 선호를 만족시키는 명품을 고른다. 하지만 한국인들은 가장 인기 있는 품목을 구매하는 안전한 선택을 하는 경향이 있다. 더 나은 결정을 하기 위해 국내 소비자들은 자주 명품 브랜드와 연관된 유명 인사에게 의존한다"고 말했다.


Suh Yong-gu, a business professor at Sookmyung Women's University, characterized teenage consumers as being basically in a one-way relationship with K-pop stars.
서용구 숙명여자대학교 경영학과 교수는 10대 소비자들의 특징으로 K팝 스타들과의 일방적 관계를 들었다.


"K-pop stars are top influencers. Because luxury sales are digitally influenced, their social media posts and YouTube videos on luxury brands lead to 'flex culture' ― flaunting of wealth ― among younger consumers," he said.
서 교수는 "K팝 스타는 최고의 인플루언서다. 명품 구매는 디지털의 영향을 받기 때문에 명품을 구매한 K팝 스타들의 소셜미디어 게시물과 유튜브 영상은 어린 소비자층에 부를 과시하는 ‘플렉스(flex) 문화'를 촉발한다"고 말했다.


According to Suh, Korea is the world's seventh-largest luxury goods market. Koreans spend an average of $325 per capita a year on luxury goods ― the highest figure in the world, according to Morgan Stanley.
서 교수에 의하면 한국은 세계 명품 소비 7위국이다. 모건 스탠리에 의하면 한국은 1인당 명품 소비액 연간 325달러로 전 세계 1위다.


Chasing Asia's big spenders, some luxury brands have recently appointed K-pop stars as their global ambassadors.
아시아의 큰 손들을 타깃으로 한 일부 명품 브랜드들이 최근 K팝 스타들을 글로벌 앰버서더로 발탁하고 있다.

KEY WORDS
■ pricey 값비싼
■ haul [구어] 취득, 획득
■ flaunt 과시하다
■ conduct 실시하다
■ bandwagon effect 밴드웨건 효과((우세를 보이는 다수의 선택에 편승하는 것))
■ be associated with ~와 관련되다
■ characterize 특징짓다
■ one-way 일방적인
■ chase 좇다[추구하다]
■ appoint 임명하다

기사 원문 보기


Emailywjeon@ktimes.com Article ListMore articles by this reporter
 
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