BLACKPINK’s Rosé is already making Saint Laurent a lot more popular in Asia

27 July 2020 | Đặng Đăng Trường

Yet another proof for the huge influence of BLACKPINK.

BLACKPINK’s latest comeback “How You Like That” has been smashing one record after another lately. Meanwhile, each member of the YG Entertainment's girlgroup has also been taking part in promo campaigns for big international brands.

Rosé herself made headlines when she was revealed as the new face of Parisian fashion house Yves Saint Laurent. The BLACKPINK star appeared in multiple clips last month showing off their Fall 2020 collection.

Now it can be confirmed that Yves Saint Laurent has made an excellent decision in collaborating with Rosé.

A new research done by iPrice Group shows that soon after Rosé was introduced as the global ambassador, a lot more people in Asia began hunting for Saint Laurent’s products.

iPrice Group came to the conclusion after analyzing over 300,000 searches made on their online shopping websites in Malaysia, Singapore, Indonesia, Thailand, Vietnam, the Philippines, and Hong Kong.

Results reveal that within 2 weeks after Rosé’s introduction, online searches for Saint Laurent’s fashion products increased across most of those countries. Searches increased by 23% in Malaysia, 22% in the Philippines, 19% in Indonesia, and 12% in Thailand. Vietnam and Singapore also saw slight upticks.

One line of items that has been enjoying an especially big boost in popularity is Saint Laurent’s handbags.

Rosé has always been admired for her taste in handbags and are often spotted wearing Saint Laurent’s designer handbags. Just last week, the fashion brand released photos of the 23-year-old star modelling with their Solferino bag.

Within 2 weeks following the promo campaign, searches for Saint Laurent’s handbags on shopping websites in the surveyed countries shot up by 343% on average.

Indonesia in particular witnessed an incredible 1,168% growth.

Similarly, Hong Kong saw a 600% increase, followed by Thailand at 326%, Malaysia at 176%, the Philippines at 93%, Singapore at 30%, and finally Vietnam at 10%.

Whether this lead to increases in sales is unclear, but either way it is impressive that Rosé’s impact can be felt in multiple countries within such a short amount of time.


Methodology

Data featured in this study were obtained by aggregating product pages on iPrice Group's online shopping websites. Data on the increase of searches were analyzed by comparing the impressions data recorded from June 29 – July 11, 2020 as compared to June 16 – June 28, 2020.

About iPrice Group

iPrice Group is a meta-search website operating in seven countries across Southeast Asia namely Malaysia, Singapore, Indonesia, Thailand, Philippines, Vietnam, and Hong Kong. Currently, iPrice compares and catalogs more than 1.5 billion and receives about 20 million monthly visits across the region. iPrice currently operates three business lines: price comparison for electronics and health & beauty; product discovery for fashion and home & living; and coupons across all verticals.

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