About the class

Hello, I'm Doyoung Kim, the owner of "kimsfruit". Starting with a t-shirt brand called Surfing, I'm currently traveling all over the country with Damas as the owner of a fruit store. Every time they go out for on-site sales, they stand in line to buy T-shirts, and nowadays, the sales infrastructure has been expanded to promote and sell fruit T-shirts in various ways through home shopping, department stores, and pop-up stores. Are you curious about my brand concept strategy and story that captivated the MZ generation through on-site sales alone in this era of online sales? Everything about "kimsfruit", which sells fruits better than T-shirts, was included in the class.

Course effect

• You can learn about brand strategies that match the concept
• While watching the story of a brand that targeted the MZ generation and became a 'meme' Understand and establish standards for brands based on new consumption patterns.
• Insights can be created through stories about where, how, and why the brand began, and future directions.

Recommended for

• People who are curious about kimsfruit's brand story
• People who are curious about how to realize a unique concept into an actual product (an example of brand planning through a unique product concept)
• People who want to gain insight through homage to brand stories
• People who want to know how sales strategies and marketing targeting Gen Z are actually implemented by new brands

What makes this class special

How to create a brand story that matches the concept

What does kimsfruit sell? They sell “fun” along with T-shirts, not just T-shirts. I think the secret to the popularity of kimcine fruit is that it brings people a “fun experience” with T-shirts. A fruit t-shirt and a “fun experience” can be thought of as a bundle. In order to provide a “fun experience,” the brand's concept and the story you want to create are important.

The overall story of how I built a brand worldview, starting with the fruit concept, how to effectively convey that story to people, and how to change the concept by continuously communicating in the fieldIt contains

Wondering why it was possible to sell T-shirts on-site in a world where online sales are at their best?

This trip will take place in CLASS101. Let's meet everyone in class!