Youths Tempted with `X-Generation' Marketing

Korea Times (Seoul, Korea), May 14, 1999 | Go to article overview
Save to active project

Youths Tempted with `X-Generation' Marketing


With the double bonus of approaching ``Coming of Age Day,'' falling on Monday and the steadily improving economy, cash-loaded youths in Korea are once again on a pre-IMF buying binge.

And the retailers and marketing experts are not about to miss this golden phase for drawing in sales either.

The last of the ``family holidays'' this month following the Teacher's Day today celebrates those turning 20, the age Koreans consider children to be adults, which gives plenty of ``bait'' ideas to retailers.

The Galeria Department Store stocked up on perfumes and stylish suits after its survey of 500 customers named them the two most desired gifts, in addition to the more traditional items like fashion watches, sunglasses, cellular phones, neckties, shoes, cosmetics and handbags -- all already prominently displayed on store shelves.

But the marketing experts are not just sitting by crossing their fingers for sales. They are rolling up their sleeves and working what could be called the ``X-generation marketing.'' Specifically, dangling in front of young shoppers, what they cannot refuse -- free trips, shopping and even hair perms.

The Hyundai Department Store key card, for example, is the ``Neo-X Card,'' given to shoppers aged 16-23 when they purchase 50,000 won or more through the 23rd. It will later draw 152 names and present a 5 million won scholarship to a language study program abroad, it said.

Others following similar suit are Shinsegae, offering backpack trips to Europe and Hong Kong to those buying sunglasses and accessories, and LG Department Store, giving 30 1 million won gift certificates to its X-generation customers.

Hanshin Core Department Store, the distinct gift giver, plans on handing out free hair permanent gift certificates to 17 just turned ``of age'' young women.

``The response is very good so far (to this kind of marketing). Adults are sometimes embarrassed about signing up for free gifts, but young people today don't even hesitate. They get excited about the prizes and tend to spend more to meet the minimum spending requirement,'' a sales employee of Sinchon Hyundai Department Store said.

Considering that 30 percent of the Korean population are the so-called X-generation, however, marketing to target youths is hardly a new trend.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

Youths Tempted with `X-Generation' Marketing
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?