gentle monster is probably the best Avant guard brand in the world they've understood their aesthetic and their approach they executing it in a way that even if you're someone that doesn't align with avangard style or Brands it's still very cool they're a perfect example of a brand who you can analyze for pull marketing which is kind of more focused on experiential and interactive marketing that brings people into into your brand or into your store gentle monster was founded by Han Cook Kim and he is a Korean creative and he saved up every penny to Start Gentle monster and he wanted to create gentle monster because he wanted to disrupt the optical industry so interestingly the optical industry is owned by a Monopoly called luxottica and he started the business gentle Monster by going B2B so he wanted to get his products into the optical stores and it didn't work so then he pivoted and went direct to Consumer but what was interesting is in his strategy for going direct to Consumer the first thing that he wanted to focus on was in store experience and this really hadn't been done because all the brands were owned by that one Big Brand he wanted to make his store experiences super interesting and engaging so that people wanted to talk about it and it would pull them in so it was really hard for him to break people from going to the store to choose from all the brands for finding a reason to go into just his store to just look at one brand so he had to make the store super interesting which is why gentle monster is so cool so their first store just because you've seen them and this the first part was really interesting and weird so they got this like it was in their high-end kind of like Beverly Hills district in Soul but they got this like black building and then outside of the black building they created this pirate ship and you had to walk through the pirate ship and it was just a bridge to bring you into the store so like it served no purpose and then once you walked into the store the first floor was like a steampunk like really vintage kind of musky feel to the store you could watch people make the glasses like through glass um when he went to the second floor it was like living walls so it was all like green moss and like had a very like natural green feel and then the third floor was like a futuristic like kind of Mad Max Whited out desert so he had like four very different installations of and like this the glasses were second which is why it was so cool so it was like where am I what is this it's so weird but like it makes the glasses interesting because they're just like sitting within a art installation what I love about gentle monster is Brands aren't investing enough in actually doing or saying something meaningful that makes the customer feel a certain type of way when they rock that brand but their logo is not that visible on some of the glass it's just text it's just it says gentle monster but it's not text it's not like you know you're you're representing the Gucci fashion house like when you wear gentle monster you're actually like like signaling like I'm cool cuz it's not you're cool because it costs more or it's not cool because uh you know Donatella Versace says it is or Kim Kardashian says it is like it's cool because when you actually go into the store it's art installations tactilely sense it it's almost goes back a little bit to how asop had their target market it's an experience what gentle monster is doing Within the optical industry exists in all industry right you want to look for the people that are doing something different but is authentic to their brand and that's why gentle monster is so cool is they just didn't decide one year to do an installation you like Chanel did one fashion show at the Space Center you know they launched the rocket like that was a very cool highly regarded fashion show but that's not their brand and gentle monster has built a brand by capturing and investing what is true to them which is a strange aesthetic and I think that this is actually a better stry to follow if you're a small or mediumsized business that's wanting to break through because gentle monster is a highly well-executed brand that moves away from what's normal in sunglasses and that's an important case study for services and the Product [Music] Industry