INFLIGHT BROCHURE MONITOR |
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Airline: Korean Air Title: Sky Shop Frequency: Monthly Pagination: 144 pages (including covers) Category allotment (including advertising): Spirits & wines: 16 pages; Cosmetics: 58 pages; Fragrances: 12 pages; Pearls: 2 pages; Gifts (including watches, accessories, confectionery, music, consumer technology, jewellery and writing instruments: 22 pages; Kids: 2 pages; Cigarettes, cigars: 6 pages Emphasis on local products: Moderate Quality of paper: Good Picture reproduction/photography: Clean and sharp Pre-order:Yes Website preview available? Yes at www.cybershop.com Website sale available: Yes Source: ©The Moodie Report |
SOUTH KOREA. Korean Air’s new inflight duty free shopping guide for April is one of its best yet, featuring 144 pages of products and consumer information. The cover (as in March, pictured) is devoted to Rémy Martin XO Excellence Cognac and also features The Moodie Report logo, following our recognition of the Korean carrier as the airline retailer of the year in 2005.
Korean Air is the world’s most successful inflight retailer, generating sales of around US$150 million in 2005.
The April edition also features four pages of new items at the front (a nice touch compared with the more traditional and staid “˜new’ banner imposed on standard pages), followed by a one page “˜Trend Report’ and seven pages of pre-order only items.
Then follows nine pages of route-specific items, for the Korea-Japan and Korea-China routes. This includes a special inflight duty free “˜double point’ promotion celebrating May’s status as “˜family month’. Korean Air is offering double points to every passenger who pre-orders inflight duty free items before their flights (two points for every US$1 spent).
The rest of the publication, characterized by typically high Korean Air production values includes the following sections:
Spirits and wine: 16 pages of spirits brands (including advertising) plus Inniskillin IceWine- which enjoys two listings – ; Johnnie Walker Blue Label, Cognac Landy and a gatefold from Royal Salute)
Cosmetics: An amazing 58 pages (including advertising) is devoted to a category that by common acclaim among Korean retailers is “on fire” here among Korean women.
Fragrances: 12 pages of mainly women’s brands including various lines from Chanel, Dior, Lolita Lempicka, Lancôme, Yves St Laurent, Gucci, Calvin Klein, Prada, Bvlgari, Polo Ralph Lauren and Kenzo.
Pearls: Two pages from Mikimoto
Gifts: Another growth category, reflecting in the 22 pages dedicated to it. Names include Canon, Adidas, Swarovski (three lines), Georg Jensen, Bae Yong Jun, Swatch, Parker, Saint-Yves, Cross, Merciero (Korean Air exclusive), Pierre Cardin, Snap Watch, Iriver, an amethyst pendant (Korean Air exclusive), Samsung, Braun, Callaway golf balls, Folli Follie, Pierre Cardin and a range of well-being items including Regina Royal Jelly. Food and confectionery items are included in this section, featuring big names such as Lindt, Goldkenn, Hawaiian Sun, Jelly Belly, Godiva and Guylian.
For kids: Two pages with items from Caran D’Ache, Faber-Castell, Georg Jensen and Nici
Cigars and cigarettes: Six pages of top brands including Esse, Mild Seven, Dunhill (cigarettes) and Nat Sherman cigars.
Korean Air was recently profile in The Moodie Report Print Edition and its Inflight Sales Team Director Hyun Ah (Heather) Cho interviewed. Click here to download the article.
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