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Selected Projects
About
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Case Studies:
VIPS Premier
VIPS is Korea’s casual dining restaurant franchise, established in 1997. Since the 2000s, for over a decade, it maintained great popularity thanks to a booming trend in casual dining in Korea. However, as consumers’ tastes and consumption patterns changed, the demand for casual dining restaurants is not the same as before, and so the VIPS brand needed a time for change. We knew that it won’t be easy to renew the entire VIPS brand because of the extensive number of existing VIPS branches across the country. Also, there is still a stable and constant demand for casual dining restaurants today, for family outings and group gatherings.
The strategy then, that VIPS came up with, was to develop a high-end brand named VIPS Premier, and apply the new branding to some of the major cities in Korea with a flagship store concept. This project was carried out with the goal that the new brand would take the lead of the entire VIPS brand.
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