The past year seems to have been a difficult one for many industries around the world due to the stagnation caused by the ¢σνι∂-19 ¢яιѕιѕ. That’s why many businesses face a serious decline in revenue, but BTS has proven its influence when it has saved many companies standing on the edge of the abyss. One of them is SJ Group’s KANGOL brand, which recently thanked BTS members at their year-end meeting.
Over the past year, BTS in particular and people around the world in general have suffered a lot due to the impact of the ραи∂ємι¢. The live events industry alone has put thousands of people out of work as concerts and tours have been canceled. Despite this, BTS still tries to communicate with ARMY through online concerts and even BTS and the management company Big Hit Entertainment donated 1 million USD to Crew Nation to help the unemployed.
The thought that the fashion industry will be less affected due to the ability to do business online and the fact that online shopping sales have also spiked, but sales are still not enough to compensate. complement the global economy and the fashion industry in general. Many small and medium enterprises have suffered even heavier losses when they have not established a foothold and become popular.
One of the companies feeling the pressure of the pandemic is ḳöŕệän parent company SJ Group, who brought the British KANGOL brand back to ḳöŕệä in 2008. But the company seems to have suffered a lot of loss in sales. As the ¢σνι∂-19 ραи∂ємι¢ swept the globe, the company felt the weight financially.
Although it is a small brand, KANGOL has always been the favorite brand of BTS members like Jimin and V. Especially when releasing the video “Dynamite” with a bright message and music in the midst of the ραи∂ємι¢ with the hope to make Shining brightly in everyone’s time, BTS’s fashion in it makes the aud̾i̾e ̾nce even more excited. Their “Dynamite” outfit even sold in a charity auction for a whopping $162,500 USD.
Besides, the baby blue KANGOL beret worn by V in the music video was a hot topic of discussion in 2020…
And of course, the clothes that Jimin, V, and the BTS members wear are always such a hot topic that ARMYs have the big name “BTS Style” accounts on Twitter and Instagram to share exactly what BTS has done. Wear in any occasion. User @Bangtan_Style07 on Twitter boasts over 300,000 followers who come to them to see what brands and styles BTS wear. The KANGOL brand was quickly discovered and, of course, immediately sold-out.
Jimin’s influence on KANGOL’s sales was enough for the CEO of SJ Group to mention Jimin’s name during their company-wide conference in 2019. Lee Ju Young, CEO of SJ Group said: “We’re known to be a brand that doesn’t have to sponsor celebrities because they will wear our products on their own. Recently, BTS’s Jimin has been wearing a lot of KANGOL hats and keeping us trending.”
Many ḳöŕệän media reported that SJ Group had “economic save despite the difficulties they faced during the ¢σνι∂-19 ¢яιѕιѕ.”
The Financial Investment Industry reported that SJ Group is expected to post sales of 147 billion yen (about $124 million), up 37% year-over-year, and 27.8 billion yen (about $23.5 million). in operating profit. increased by 55% over the same period.
ḳöŕệä’s growing street fashion trend during -19 has benefited KANGOL, especially after BTS included them in the “Dynamite” music video. They expect to see revenue increase 24% year-over-year to about 85.0 billion yen (about $71.7 million) this year.
SJ Group considers BTS to be one of the reasons why KANGOL has succeeded in establishing its name as one of the leading streetwear brands for the MZ Generation.