As K-pop and K-dramas have increasingly gained recognition globally, luxury fashion brands have also set their eyes on Korean actors and actresses, and K-pop idols. BTS is currently the biggest group in the world, not just in K-pop, with massive influence due to its fandom. Jimin is particularly highly popular among the members. Data from google trends recorded as of August of this year showed that he was the most searched BTS member in the 'news' category and the 'celebrity and entertainment' category worldwide over the past year and also over the past five years.
In addition, brand reputation ranking for individual boy group members in South Korea, conducted by the Korean Corporate Research Institute, has seen Jimin hold the first position for the past 32 months consecutively and 34 months in total. In the now discontinued Gallup survey for 'Korea's most preferred idol,' Jimin was the first male idol to rank first in 2018, and extended his reign to 2019 as well, becoming the first and only male idol to rank first in the survey for two years in a row. Therefore, Jimin is a big name both locally and internationally.
Because of such high popularity, brands seek after him continuously due to his impact as a brand King. Whether he is promoting them or not, various items he is seen wearing will usually sell out in various stores in no time. Jimin is the kind of figure that any brand would want to partner with for endorsement deals. Louis Vuitton recognized and acknowledged his impact, leading to the signing of a global ambassadorship deal between the high-end fashion brand and BTS.
On September 10, 2021, Fashionbiz, a leading Korean fashion business magazine, wrote a feature on how luxury fashion brands are increasingly investing in Korean celebrities as global ambassadors. In this premium report, as the magazine discussed different idols and the brands they represent while discussing the Louis Vuitton collaboration with BTS, it explicitly states that Jimin was the reason behind this deal coming into existence. The magazine says:
"The decisive reason why BTS was able to become Louis Vuitton's global ambassador was that the T-shirt worn by member Jimin made a hit around the world in April this year when Virgil Abloh, the Louis Vuitton Creative Director, interviewed BTS on a video call. This short-sleeved T-shirt, worth 850,000 won, was sold out in Korea, the United States, the United Kingdom, and Canada."
~Fashionbiz
On the day of the video call, Jimin wore a short-sleeved Louis Vuitton T-shirt priced at 850,000 won (approximately $765), jeans, and a baseball cap. The T-shirt featured a colorful design against its white fabric. As soon as the video call images were released, the t-shirt went out of stock. Virgil Abloh had updated his Instagram stories with photos of the video call.
The t-shirt quickly went out of stock on the official Louis Vuitton site, in almost all countries and regions, including in major markets such as the United States, United Kingdom, South Korea, Canada, Japan, Germany, and France, among other big markets. This was yet another instance where Jimin proved just how strong and immense his brand power is.
Previous occasions have also reported instances where Jimin caused an 'out of stock' crisis multiple times, involving Louis Vuitton items. Such occurrences happened even before the collaboration between the group and the fashion house.
A few of the many instances where he has proved to be the ultimate brand king are as shown.
Clarification on the cream-colored Inside Out Crewneck (All sizes except S and XL)
— JIMIN DATA | Slow (@PJM_data) March 18, 2021
All products were sold out in less than 24 hours.
Below are images showing all sizes that have been sold out so far for both black and cream colored Crewnecks pic.twitter.com/XojyLAsLCY
Reposted to adjust the price in USD
— JIMIN DATA | Slow (@PJM_data) March 18, 2021
Images creds ©️jmskyblue pic.twitter.com/lFl2DenoUZ
K-media reported about "Brand King" BTS Jimin selling out the Louis Vuitton men's pullover he wore for the brand's 2021 FW online Fashion Show in Korea, US, UK, Canada and Brazil sites in numerous sizes, proving to be the perfect model and ambassador.
— JIMIN DATA | Slow (@PJM_data) January 22, 2021
📌https://t.co/WYhnQtYU4M pic.twitter.com/94qBChTG4r
Thus, it is easy to see why the brand had an interest in Jimin. This is a luxury brand, meaning that its pricing can be considered high for most people, but Jimin has no problem selling out anything he wears from the brand, within hours and under a day.
The announcement for this deal was made in April 2021, creating a fusion of luxury and contemporary. BTS had their first task as LV ambassadors as they walked the runway of the 2021 F/W Men's Fashion Show held in Seoul, South Korea. Notably, Jimin was the opening act for the show. This is a highly coveted role by all models, and for Jimin to be honored with the role speaks volumes to the brand's perception of him and his value, as explained by Charles Manning, the Cosmopolitan style editor.
INFO • Cosmopolitan style editor Charles Manning explained what it means to open a fashion show.
— TJP - Slow (@thejiminpost) July 7, 2021
“The opening and closing spots are always the most coveted positions in the lineup, and they usually go to the biggest model or models in the show.”
The power of LV frontman Jimin! pic.twitter.com/90HPdDySHH
On theqoo, a community platform, Korean netizens had nothing but praises for Jimin and the show he put on. Everyone was mesmerized by his walk on the runway and his look, completely fitting into the role like a well-seasoned model. It was no exception for fans on Twitter, who were left speechless by this opening act, considering the fact that it was Jimin's first time walking the runway and for such a big fashion brand.
The event resulted in a new name for Jimin, 'LV FRONTMAN.' He took over Twitter trends in various countries, with the keywords LV FRONTMAN, MODEL PARK JIMIN, GLOBAL IT BOY, and PARK JIMIN. He also became the third rising topic related to Louis Vuitton, further testament to his impact for the brand.
Just after the show, the brand posted individual photos of the members on the official Instagram page. Virgil Abloh, the creative director for men's wear in the brand, liked the post of Jimin's photo, a show of his satisfaction with how well Jimin carried the brand. Up until now, this remains the only individual member post that Virgil liked, and the post now has over 900k likes, the highest among all members.
Various celebrities from around the globe also liked and commented on the post, including fashion models, make-up directors, influencers, actresses, editors, choreographers, and content creators.
Jimin also attracted lots of attention from various media outlets, receiving coverage from outlets such as VOGUE, LATESTLY, INSIGHT, Teen Vogue, INPUT, KOREA PORTAL, Yahoo Japan, and ETToday, among many others.
Such attention further points to Jimin's capabilities in attracting publicity to a brand, which is something all brands want for awareness creation on the market.
After the show, some of Jimin's fans even purchased the bag that he showcased during the show and later posted images of the delivered item on their Twitter handles. This further proved Jimin's value as a brand ambassador.
오후에 성수동 매장에서 데려왔어요
— 일랑 (@jEGnyxw0BLsgKzM) July 15, 2021
우리 지민이가 든 가방...
넘 예쁘네요 pic.twitter.com/pi3aGNcF2x
It just got delivered! I’m so happy , this is the first LV bag our LV Frontman modelled for. It is gorgeous.! #JIMIN #PARKJIMIN #박지민 #지민 #방탄소년단지민 #ジミン
— Dawn¹³Jimin (@DawnieJiminie) July 14, 2021
PARK JIMIN ジミン Jiminie 💜 @BTS_twt https://t.co/qLM5lPil0g pic.twitter.com/stnR1E9V3i
As evidenced, Jimin does two of a brand's biggest tasks extremely and effortlessly well. He generates publicity while also directly impacting sales, whereby people will buy a product from a specific brand simply because Jimin had the same product. Thus, it is easy to see why and how he played a significant role in the partnership between BTS and Louis Vuitton.
He is indeed the LV FRONTMAN and a BRAND KING.
#LouisVuitton's Men's FW 2021 Show Vertical version | Jimin
— JIMIN DATA | Slow (@PJM_data) July 7, 2021
Model Park Jimin and LV Frontman in full length is always a great sight#BTSxLouisVuitton #LVMenFW21
pic.twitter.com/YI0VCtUxH5
SEE ALSO: BTS’ RM named first-ever global ambassador of the National Museum of Korea
SEE ALSO: BTS unveils exclusive Spotify "Merry Go Round" music video ahead of record-breaking world tour
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