INFLIGHT BROCHURE MONITOR |
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Airline: Korean Air Title: SkyShop Frequency: Monthly Pagination: 160 pages (including covers) Category allocation (including advertising): Fragrances: 12 pages; Cosmetics, skincare: 66 pages; Pearls: 2 pages; Gifts (including watches, accessories, confectionery, music, consumer technology, jewellery and writing instruments): 26 pages; Liquor: 16 pages; Emphasis on local products: Moderate Quality of paper: Good Picture reproduction/photography: Good Pre-order: Yes Website preview available? Yes, at www.cyberskyshop.com Website sale available: Yes Source: ©The Moodie Report |
SOUTH KOREA. From the US$7 Korean Hot Pepper Paste set to a Mikimoto pearl necklace, exclusive for the airline and priced at US$1,800, the bumper November edition of Korean Air’s inflight duty free shopping guide has something to suit every taste and pocket.
Biggest isn’t always best, but Sky Shop manages to combine substance with style over its 160 easy-on-the-eye pages.
The front cover is given over to Inniskillin Icewine and is appropriately seasonal. A Cabernet Franc bottle is superimposed over a picture of the Canadian winery’s snow-covered 1920s barn and grapevines.
A variety of new items, from Callaway golf balls to Yves Saint Laurent Baby Doll Pompons eau de toilette, are showcased on the opening three inside pages. Then come nine pages of pre-order only items: perhaps most notable is the Metatech infrared ear thermometer (US$35), closely followed by an Omearaq Pug pottery set (US$48).
Specific merchandise for the Korea-Japan and Korea-China routes is outlined over ten pages, along with pre-order advice for those wishing to purchase items not listed (passengers whose first language is English may find the translation substandard).
A handy categorised price list on pages 26-29 is complete with concise item descriptions, thumbnail pictures and page references for further information – though sorting products alphabetically or by price, rather than catalogue number, within each section would be even more consumer-friendly.
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Some of the cosmetics on offer in the Korean Air Sky Shop brochure |
After a brief trend report – in Korean only – the remainder of the publication incorporates the following groupings (page lengths include advertising):
Liquor: Airline exclusives from Camus, Johnnie Walker and Piper-Heidsieck Champagne are found among 16 pages of travellers’ favourites, and there’s a gatefold from Royal Salute (The Hundred Cask Selection). Asian favourite, Inniskillin, is the only wine listed.
Cosmetics: At 66 pages, this section keeps on growing. Lipstick and lip gloss customers are treated to Korean Air exclusives from Bloom, Bobbi Brown, Estée Lauder, Pierre Cardin and Chic de Paris. Eight pages are dedicated to men’s products, with aftershaves from Aramis, Burberry and Salvatore Ferragamo, though these are somewhat tucked away near the back of the section and sandwiched by women’s items.
Fragrances: Eau de toilette and perfume for both sexes – from Allure to YSL – span a dozen pages.
Christmas and seasonal items: A double-page spread includes Guerlain Meteorites Winter Pearl powder and several Lyle and Scott scarves.
Pearls: Two pages from Mikimoto.
Gifts: Another growth category, with four more pages than April’s impressive 22. Duty free exclusives from local company Korea Ginseng Corp and chocolatier Godiva whet the appetite, while Snap watches – reduced in price from US$39 to US$36 – may appeal to parents who have one eye on Christmas.
Cigars and cigarettes: Esse, Goldkenn, Mild Seven, Dunhill and Nat Sherman feature over six pages.
An insert highlights the airline’s Heart to Heart Service, which enables customers to have duty free gifts, and accompanying messages, presented by cabin attendants to passengers on all scheduled international flights. Readers are invited to go to www.cyberskyshop.com for details.
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