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Prada Jumps On The K-Pop Bandwagon With Enhypen
Italian luxury brand Prada has named K-pop boyband Enhypen as its latest celebrity brand endorsers.
Earlier this year, the seven-member K-pop outfit had front row seats at the Prada Fall Winter show. They have also been vocal in social media backing the Italian haute couture brand to their sizeable following prior to the deal.
For example, band member Sunghoon had posted himself donning the Italian luxury brand’s clothing outfit with the caption, “Prada Boy” on the group’s official Instagram page. Fellow members Jake and Niki had also plugged football boots from the Adidas x Prada collaboration.
In recent years, the stylish, global appeal of K-pop groups such as Blackpink and BTS, has been a pull factor for brands, including major luxury ones, which are keen to ride on this bandwagon to engage affluent young consumers.
Earlier in January, NCT’s Jaehyun became the first Korean ambassador for Prada while his fellow band member Jeno Lee became Ferragamo’s first global ambassador last month. Meanwhile, EXO’s Kai has been on Gucci’s books since 2019 while BTS’ J-Hope has been doing the rounds for Louis Vuitton since February 2022. This trend will continue with as long as South Korea continues flexing its soft power.
According to ASN data, Prada has a mere 0.9% market share for its category (US$3.1m) since Q320 and all its deals are focused on celebrity endorsement deals, particularly with Chinese celebrities including the likes of Zhou Yutong and Cai Xukun.
