An analysis report from KBS News Agency expressed concerns about whether Gentle Monster would still be able to join the 1 trillion won sales group without Jennie. This is a summary of the content within the video, Gentle Monster is currently not only a fashion brand but also one... of South Korea's hopes for having a K-Fashion brand that can go global, so it was a big deal when Jennie did not renew her contract with them but instead signed a new contract with the world's number one competitor brand, Ray Ban. Gentle Monster is about to join the 1 trillion won sales group due to its explosive sales growth last year, reaching nearly 800 billion won. Its operating profit margin is as high as 30%. It is the first purely domestic fashion brand, creating a new legend as “K-luxury”. Its overseas sales account for 40% of its total sales, and it is gaining popularity even outside of South Korea, such as the United States, United Kingdom, China and Southeast Asia. It has expanded to more than 14 countries, with approximately 80 direct service stores. Gentle Monster has worked with many global celebrities, but for MZ, the famous phrase is “Gentle Monster = Jennie.” Jennie is more than just a model, she plays a key role in promoting Gentle Monster internationally. Jennie is also an inspiration and a face of II Combined as she not only collaborates with eyewear brands but also serves as the face of cosmetics categories such as Tamburins perfume and in the food category for Nudake. When Jennie gone, Gentle Monster has faced a lot of criticism and concerns. A professor of advertising and public relations at Dongguk University said, “Jennie is known to the public as the ‘model of cool sunglasses.’ It’s cool when Jennie wears them and she builds strong brand awareness. When Jennie starts using a competing brand like Ray Ban, Gentle Monster will be affected, and an urgent strategy change is needed.”show more

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