Solution
- Cooperation not just for marketing issues but also for various other business issues should be strengthened. And media PR activities regarding CSR should be expanded in quantity
- Fashion trends should be designed using product data and various formats such as interviews, report, video articles should be leveraged
- Press conferences should be held to celebrate the launch of the new offline branch. Also, progressive strategies for issue should be established
- Actively using the volume of business, the number of members and other data, coverage should be created to show its business size and its current influence in the market
- Media understanding on the brand should be enhanced through active media interviews and material follow-ups
Results
- The brand recognition among consumers and media was enhanced and the company successful built its image as No.1 online fashion platform
- For 14 months of media marketing, there was the monthly average of 630 articles and special articles
- Coverage in the first half of 2020 increased 1.7 times YOY. Remarkable quantitative growth was recorded
- Coverage of new businesses including Terrace and Sold-out was secured, creating favorable consumer perception
- With the quick management regarding negative issues, the brand’s perception became even more positive
