SOCIAL TRENDS & MARKETING INNSIGHT REPORTS
NOVEMBER 2024 REPORT OVERVIEW
Explore our social trends and marketing insights report for November 2024, which features topics from social and cultural trends going viral in Korea and across the world. “Budget” brands that mimic luxury brands are gaining popularity among Millennials and Gen Z in Korea. ‘Art in Life, Life in Art,’ a distinctive exhibition that invites us to reflect on the relationship between space and art. Let’s explore CTV ads, which are evolving by combining the best of traditional TV commercials with the benefits of digital advertising, the creative ideas of department store brands, and how they bring the festive spirit to life through Christmas marketing.
Date: 10/12/2024
Issue: 11
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WHAT’S IN THE NOVEMBER REPORT?
TREND HUNTER
Exploring social and cultural trends going viral in Korea and across the world.
Dupe Consumption
From Alternative to Mainstream
“Budget” brands that mimic luxury brands are gaining popularity among Millennials and Gen Z. Far from hiding or being embarrassed by such purchases, today’s consumers proudly share their affordable finds. Let’s delve into the growing “dupe” consumption trend, which reflects the shifting values of modern consumers.
- Initially emerging as cost-effective alternatives to designer brands, dupe brands are making a significant mark in the consumer market.
- Changes in socioeconomic factors and social media trends have fostered a culture of dupe consumption.
- Millennials and Gen Z proudly embrace dupe consumption, finding joy in it as part of their play culture.
- It prompts established brands to implement countermeasures.
SPACE-EX
Visiting trendy places to look for the reasons for the popularity and insights.
Art in Life, Life in Art
The house of an art collector exists somewhere between a gallery and a home
The exhibition ‘Art in Life, Life in Art,’ hosted by D MUSEUM in Seongsu, illustrates how individual preferences in art and life can merge into a singular, cohesive space.
- Making their way through the first house, SPLIT HOUSE,
visitors can discover the aesthetics of a son and his mother that seem distinct yet similar. - The second house, TERRACE HOUSE, harmonizes the artistic portrayal of landscape and nature with a comfortable living space.
- The last house, DUPLEX HOUSE, is portrayed as a giant duplex housing a wide spectrum of artworks.
ISSUE DISCOVERY
Analyzing selected marketing topics.
Connected TV (CTV) Ad
The Digital Transformation of TV Advertising
Connected TV (CTV) ads refer to advertisements delivered via internet-connected TVs and streaming services. The emergence of CTV ads has been driven by the widespread adoption of smart TVs and the rapid growth of streaming platforms like Netflix. Let’s explore CTV ads, which are evolving by combining the best of traditional TV commercials with the benefits of digital advertising.
- Internet-connected TV advertising, powered by smart TVs or set-top boxes, is now gaining significant attention
- CTV ads are emerging as a core channel in TV advertising and marketing communications.
- CTV advertising can also enhance the effectiveness of performance marketing.
- Brands should consider the following guidelines when devising a CTV advertising strategy.
- A helpful tool in predicting market performance and assessing the impact of communication strategies.
- Brands should be aware of making a mistake by relying
solely on share of search or ignoring external factors when deciphering outcomes. - CTV advertising’s automation and efficient production technologies will continue to advance.
CREATIVE HIGHLIGHT
Introducing attention-grabbing creatives.
Holiday Wonderland
Let’s explore the creative ideas of department store brands and how they bring the festive spirit to life through Christmas marketing.
As the holiday season quickly approaches, department stores in Korea and around the world are captivating consumers with festive marketing. From vibrant displays to unique campaigns, they’re spreading the holiday cheer in exciting ways.
- Department stores add imagination to stage enchanting fairy tales while promoting messages of sustainability.
- The magical touch of the holiday season shaped by tradition and heritage offers a truly special experience.
- Department stores in Korea are weaving their own unique holiday stories, integrating signature elements.
- Incorporating each brand’s unique identity, department stores have used vibrant lights to craft dazzling Christmas experiences.
VIEW THE FULL NOVEMBER 2024 REPORT
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