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ONEPERCENT STORE HeadOfficeSEOCHO-GU BANPO-DONG 66-1
COWELL-BUILDING B1 103 SEOUL, KOREA
t +82 10 8120 0210 , +82 10 8839 9051
ONEPERCENT STORES E O U L
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Onepercent Store is an online select shop with products that carry messages promoting societal values. We’re
highly selective in choosing our products and only provide fair trade, eco-friendly, or organic products of high quality.
Instead of highlighting “who” made the product, we draw attention to the “why” and “how” each product was made. Focusing on the unique‘story’behind the individual product, we deliver positive messages and promote ethical, healthy consumerism to our customers.
“Your right choice makes a better world.”We introduce brands from all over the world that have pure values and right reasons. All of our products follow a clean, safe, and transparent manufacturing process and are offered at a reasonable price due to fair trade.
ECO, ORGANIC, ETHICAL, FAIRTRADE, THE RIGHT-IDEA
ONEPERCENT STORE
ONEPERCENT STORES E O U L
WHAT IS ONEPERCENT STORE?ABOUT, LOGOTYPE
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OUR MISSIONPROMISES
Onepercent Store supports companies around the world that recognize societal problems and seek solutions. Our campaigns, fair trade, eco friendly and organic, are methods for delivering positive messages. Onepercent Store supports people like you who are seeking for better tomorrow.
Onepercent Store hope to keep our environment and the nature from destruction.We want to keep people from being abused and protect their human rightsOnepercent Store want to keep you from uncomfortable truth.
Onepercent Store provide products that made through fair production process.Provide products made of environmental friendly materials for protecting our environment. Provide organic products for our health and body. Provide positive message products that seek social value. Provide meaningful and quality commodity composition based on story telling. Provide highly selective products with trend and quality.
Onepercent Store set an example a for new cul-tural consuming space who can satisfy custom-ers not only primary desire from shopping goods through simple act of purchasing but also customer’s secondary wants that give mean-ing to their acts and help establishing one’s view and identity. Onepercent Store set an example for communication space through delivering messages like preserving our environment and human rights by providing fair trade products and eco friendly products and develop a bond of sympathy between you and us by introducing our stories.
We advocate We protect
We provide We set examples
WEB SITE DRAFT
WEB SITE DRAFT
OUR PRODUCTNEAL’S YARD (SKIN CARE)
OUR PRODUCTMOKOSH (SKIN CARE)
OUR PRODUCTTREVARNO (SKIN CARE)
OUR PRODUCTALVA (SKIN CARE)
OUR PRODUCTSIR RICHARDS (CONDOM)
OUR PRODUCTBELU (WATER)
OUR PRODUCTELVIS & KRESSE (BAG, WALLET)
OUR PRODUCTELVIS & KRESSE (IPHONE CASE)
OUR PRODUCTELVIS & KRESSE (BOWLLING BAG, GUITAR STRAP)
OUR PRODUCTJOSHU+NELA (ACCESSARIES)
OUR PRODUCTPARRA x ARKITIP (ART PIECE)
OUR PRODUCTEDUN (APPAREL)
OUR PRODUCTEDUN (APPAREL)
OUR PRODUCTEDUN (APPAREL)
OUR PRODUCTEDUN (APPAREL)
OUR PRODUCTEDUN (APPAREL)
OUR PRODUCTSTUDIO JUX (APPAREL)
OUR PRODUCTCHRISTOPHER RAEBURN (APPAREL)
OUR PRODUCTCHRISTOPHER RAEBURN (ACCESSARIES)
OUR PRODUCTLOOMSTATE321 (APPAREL)
OUR PRODUCTNOIR (APPAREL)
OUR PRODUCTHONEST BY (APPAREL)
OUR PRODUCTORCHARD FARM (CANDLE)
OUR PRODUCTORCHARD FARM (CANDLE & SHAVE SOAP BAR)
OUR PRODUCTVIE LUXE (CANDLE)
OUR PRODUCTPROSPERITY CANDLE
OUR PRODUCTPROSPERITY CANDLE (BEAVERAGE CAN THEME)
OUR PRODUCTJUST TRADE (JEWELLRY)
OUR PRODUCTJUST TRADE (JEWLLERY)
OUR PRODUCTMADE (JEWELLRY)
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OUR STORY 1/2BACKGROUND
When a friend of mine came to me and consulted about starting up a business with fair trade and eco
friendly products, he first thought that came across my mind was, “What a cool thing to do.”
Then, I quickly realized that the values of this business closely matched my personal values and philosophy. In just moments, I made the decision to be a part of this business, and the initial “cool” feeling became the key motivator in kicking off the venture. This new idea of advocating societal values through Onepercent Store has given me tremendous energy everyday. When I think about the people benefiting from the right purpose and mission of our store, I am filled up with even greater expectations. Leveraging this business, my ultimate goal is to encourage more and more people to take action for their beliefs and values and create a community for a greater cause.
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OUR STORY 2/2BACKGROUND
A Store that has never been existed(in Korea).Products that have right reasons. Products made with clean-
est ingredients and materials. Products that went through fair production process and fairly traded. Store that assembles those kind of right movements and makes people to focus more on the stories behind the products rather than the makers Store that sellers and costumers share their val-ues and goals. Onepercent store wants to make a way for people, community and the environment to be satisfied equally.
“That an apple surprised the world was begun with very small idea.”
MARKETING & STRATEGY
First of all and most importantly, unattractive de-signs. I could see that most designs presented in
the existing stores were focused on the functional aspect but missed the design to appeal. Especially clothing. Clothing buyers in these days are very sensitive to trend and designs. No matter how much of a “good purpose” a product has, it is unlikely to gain popularity when lacking trendy design.
The general perception of fair trade clothing to the South Korean audience is that the design has too much ethnic feel and color. Without looking further, most people just assume that all fair trade apparel falls behind today’s trend. I actually want to reintroduce and better present fair trade apparel to that audience; that many fair trade clothes are actually, in fact, very trendy and fashionable.
There have been several fair trade clothing compa-nies and eco-friendly online/offline shops in Korea.
Other than those that provide organic foods, most fair trade or eco-friendly companies have failed to make commercial profit. As a result, the industry has yet seen much success in the South Korean market, and the term “fair trade” is still foreign to many South Koreans.
I asked myself, “What could possibly be wrong with these products? Why aren’t Korean consumers buying quality products with a good purpose?” So, I went through all of existing companies’ websites, reviewed and analyzed their presentation of the products. My analysis found the following problems:
1. Lack of trend, unattractive designs: too ethnic-orient-ed to appeal to the general public in South Korea2. Ineffective website, lack of story telling3. In need of better marketing strategies4. Failed to target the right population group: should strategically target high-end, up-market first and lever-age them to engage the average-Joe consumers.
MARKETING & STRATEGY
To spread a progressive and emerging idea like fair trade, we believe that the high-end, upper class will need to be
targeted first as our primary target customers. They are more likely to be open to new ideas, trends, and products and are often searching for ways to place meaning behind their actions and give back to the society, such as charity. Recently, we see a growing interest among the South Korean celebrities support-ing movements to resolve social issues. Leveraging this growing interest, we will communicate the messages associated with fair trade and encourage support through their purchases. Also in Korea, trend is usually set by the upper class. Fair trade can be the next “hot trend” triggered by the upper class, and the general public will be influenced as a result.
In the end, our ultimate goal is to popularize these fair trade and eco friendly products. But through our research, we had
to admit that those products are often not at economical price to appeal to the general public. Then who should we target for first? Those willing to participate in the fair trade idea even at a higher price, and people who can afford these products. With our targeted marketing strategy and long-term business goal, we believe RE;CORD is a great match as a potential partner. That’s why we would like to ask that you supply your products to us and let us help you in spreading your brand and visions to the South Korean market.
Second: ineffective website. After looking through almost all of the Korean fair trade websites, I hardly
found a single website that was customer-friendly with attractive presentation of the products. The photo displays and web designs were poorly done and lacked a professional touch. Picturing myself as a customer, I did not really want to purchase any items from such online store.
Also, I noticed that although most websites did attempt to present the stories and messages behind each fair trade product, they have not been presented in the most effective manner. To capture readers’ attention and encourage purchases, each product’s story should be redrafted with more compelling messages and presented with stronger supporting graphics. I envision an online shop that is almost magazine-like, where visitors can spend time reading through the stories associated with the products and make purchase decisions. Just another catalogue-like website is not effective enough to stir up interest and to convey a new message.
