Sang Heuck Lee

What is LEICA   While explaining the design of the new product at the iPhone 4 launch event, Steve Jobs compares the design of the iPhone 4 to a brand of products.  "It's like a beautiful old LEICA camera " Jobs, called the god of presentation, likened the iPhone to a single word, so many people know their products and are attractive that it is a camera of Leica. LEICA is a German manufacturer of optical devices and cameras, known for its outstanding product performance and attractive design. In particular, it gained more popularity by taking famous pictures that people commonly know with LEICA cameras. The V-J Day in Time Square photo taken at Times Square in 1945 is also a photo taken with Leica's product and can be said to be a camera that contains a scene from history. The Design The most important part of Leica's product is its design, which is known to be elegant, sophisticated, and rigid, and to cause shivers when actually caught. The key to Leica's ...

 Balenciaga Balenciaga is a French luxury brand and has recently had a great influence not only in design but also in marketing. In particular, their marketing is famous for being quite difficult, and through this, they have a clear identity. Nevertheless, it is a luxury brand that is quite familiar to the public while always trying new things in terms of marketing and design. Balenciaga have recently successfully made their name known to the public once again, collaborating with Simpson, an animation that is very familiar to the public. Balenciaga X The Simpson Balenciaga, which has continued marketing using memes and targeting the younger MZ generation, which have been taboo in the luxury industry, collaborated with "Simpsons," an animation loved by the public for a long time. Balenciaga's products were introduced throughout one episode, not just to coat several characters with Blenciaga's products. Usually, a brief appearance of a logo or product in the middle of ...

How do high-end fashion brands stimulate consumers' desire? Luxury goods are not made simply by price, but are completed when it makes consumers dream and stimulate consumers. In particular, consumers are bound to be even more enthusiastic if it is conditioned that not everyone can own it. It creates a sense of distance from the clothes purchased and worn by the general public, giving consumers speciality. Through this process, consumers are planted with possessive desires and they can also increase the value of the brand. What are the characteristics of high-end brands' advertisement? This picture is a scene from a Balenciaga advertisement, one of the luxury brands. If you look at the advertisement, you can see the models distorted in accordance with the sound, which is inevitably bizarre for consumers who are new to the video. Not only Balenciaga but also other brands produce concepts or videos that are somewhat difficult to understand in advertisements. In pa...

What is Peaches?  Unlike peach, which is a fruit we commpnly know, Peaches is a slang which refers to the back of a car. Peaches is a lifestyle brand based on street fashion and car tuning and styling. Based on L.A in U.S and Seoul Korea, Beaches is a creative art crew consisting of music producers, fashion designers, visual artist and video designers. Their core value is a car that continues its original activities in various countries including Korea.  Why Car?  Each generation has had a significant culture code representing the young people of that generation. In case of U.S, surfing culture was the mainstream culture among young people in 1970s, and based on this fact, varous surfing-related brands emerged. And of course, the culture code of young people who led the 1990s was skateboarding. Various new fashion brands such as Supreme selected skateboarding as a core value and achieved great success in the fashion industry. Peaches is the brand that borrowed these issue...

 At the end of the 19th century, a sports team at U.S University wore thick wool weaters or cardigans, not sportswear we know now. At that time, the Harvard University baseball team wore a sportswear engraved with an H-shaped letter on the pullover knit, and students who acieved a certain level of performance during the season were able to keep the knit, in the opposite cases, had to retrun it. In that way, players wearing shirts with H patches were collectively referred to as lettermen, and the sweaters they wore were referred to as letterman sweaters.  After that, Ivy league universities, centered on Harvard, borrowed this method, and each university begins to wear sweaters with initial logo letttering, a symbol of the school, for the players. However, people began to find a design to replace the characteristics of sweaters that can only be worn in winter, and it takes the form of Varsity jacket that we know well know.  As such, the Varsity jacket, which was the exclusi...