Sales of ‘Airgram Down Jacket’ increased by 367%
Products that are not exposed to PPL, but are exposed only in TV advertisements
“Sales increase as the weather gets colder due to With Corona”
Nepa Airgram down jacket. [사진=네파 제공]
The outdoor brand ‘Airgram Series’, the main product of this season, is selling a lot. The company’s model, Jeon Ji-hyun, starred in the lead role in the tvN drama ‘Mt. Jirisan’ was criticized for excessive corporate indirect advertising (PPL).
The ‘Airgram Series’ introduced by Nepa this season is a popular product group called ‘Jeon Ji-hyun padding’ as exclusive model Jun Ji-hyun wore it in a TV commercial.
According to Napa on the 26th, sales of the ‘Airgram Down Jacket’, which came out in a short padded style, increased 367% from the previous week on the 15th to the 21st. ‘Arte 4 in 1 Down Jacket’, a coat-type down jacket, also saw a 219% increase in sales during the same period.
The company explained that the demand for down jackets increased due to the early cold as outside activities increased due to the With Corona (step-by-step recovery of daily life) measures this month.
The Airgram down jacket, which has increased in sales, is a down jacket that emphasizes the unique volume and lightness of padding. The Arte 4 in 1 down jacket has a reversible (a product that can be worn upside down without distinguishing between outer and inner lining) and a detachable lining down jacket. Four styles can be created with one product, and it is an eco-friendly product using recycled Gore-Tex materials.
However, neither product was exposed through Jirisan PPL. An official from Napa said, “The clothes Jun Ji-hyun wore in the TV commercial are an Airgram down jacket.” “The temperature of the down jacket continues to drop in November and the demand for down jackets is increasing.”
Recently, Nepa has been in a difficult situation with somewhat inappropriate product advertisements at an employee mall of a large corporation. This is because Samsung Electronics’ employee mall ‘Bene4U’, operated by Samsung Card, put up a poster with the phrase ‘Mt. Jirisan is ruined, but Nepa sells you’ and sold 7 kinds of Nepa padding.
Although the evaluation of ‘Jirisan’, which Nepa participated in as a PPL, was not good, it is interpreted that the quality and brand power of Nepa products were still emphasized. However, the fashion industry pointed out that “would it have been necessary to embarrass the manufacturer (Nepa) with a phrase that did not have to be used?” It is known that the phrase was written by the employee in charge of the employee mall, not Nepa, and all 7 types of padding sold were found to be out of stock.
Reporter Lee Mi-kyung, Hankyung.com capital@hankyung.com
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