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The Samsung Galaxy Z Fold2 Thom Browne Edition is a success: the expensive fashion pack found 230,000 buyers in South Korea, the units available in Thailand disappeared in a day, and now a report from China claims it only took four minutes for the units. available to be snatched.
Note that Samsung will produce only 5,000 units of the Thom Browne edition, of which 1,000 were for Korea and China (a lottery system was used to choose who buys one), while the number is available. Samsung has not disclosed how many units were assigned to Thailand.
Regardless, this edition is not intended to generate profit, but to increase brand awareness and raise the status of the Samsung brand. It seeks to correct the impression that Apple is the only premium mobile brand.
The mastermind behind this marketing strategy (which includes the collaboration with BTS and Fila) is Kim Hong-min, the head of the design strategy group. The idea is that the combination of hardware and fashion is worth more than the sum of its parts and will attract new buyers.
Source (in Korean) | Via
