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REPOR T

Kim: I think there are several important factors that contribute support that partner, without falling into the trap of thinking
to a brand’s possible success: that the brand’s job is to produce the product, and the
• First, a brand must respect the expectations of the local partner’s job is to produce the sales.
consumers and distributors it’s dealing with
• Second, a brand must have a strong why or raison d’etre for The other question a brand is always faced with is the age-
the brand in each market. This is especially important if the old question of sales versus brand-building. Many European
brand wants to stay true to itself. If you don’t know who you brands, for example, no longer have a presence because they
are, you can’t stay true to yourself. Ultimately, if a brand stays moved into retail markets (home shopping or eCommerce).
true to its identity, the customers will come. And they stay away from the aesthetic/spa market because
• Third, a brand must find the right partner and be ready to more requires more marketing.

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Question: And what do you think of the Korean consumer’s MISSIoN AND VISIoN of SISLAB AMERICAN MARKETS
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Kim: I think the Korean consumer, like the Japanese consumer, MIAMI
is extremely sophisticated. They like quality ingredients and, MIAMI BEACH NEW VENUE
of course, many of them will still enjoy the classic European CONVENTION CENTER
brands. But sometimes European brands are not as dynamic LAS VEGAS
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For more information on how IL Brand Consultancy can help you successfully expand your brand ORGANIZER – USA BEAUTY LLC A NEW WORLD FOR BEAUTY
into different markets, please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk. BOLOGNA, HONG KONG, LAS VEGAS,
MUMBAI, BANGKOK, MIAMI