Juhyeon Kim 김주현

Trend Research & Concept Development

Analyzing fashion trends to define seasonal creative direction and product concepts

Key Results: Conceptualized seasonal capsule collections based on trend keywords (Indie Sleaze, Grunge, Bohemian Punk) and integrated offline store activations, generating ₩8.4B in revenue

Integrated Marketing Strategy (IMC) Planning

Designing cross-channel marketing strategies that align online and offline initiatives

Key Results: Achieved ₩12.9B in cumulative sales (+26% YoY) through strategic cross-channel marketing, driving carryover success for 7 core items with over 10,000 units sold each

Check the IMC plan

Social Media & Content Marketing

Producing, curating, and optimizing visual content for Instagram, YouTube, and TikTok to drive engagement

Key Results: Drove Instagram growth (+20K followers) and 63% higher monthly impressions through consistent, trend-sensitive content aligned with IMC strategy

Check one of the reels

Brand & Influencer Collaborations

Planning and managing cross-brand partnerships and influencer campaigns to expand reach and awareness

Key Results: Planned and executed brand partnerships and influencer campaigns, achieving ₩1.36B in sales (+133% YoY) and successfully reactivating 12.8% of dormant customers

Check the interview
Check the Lookbook video

Influencer Marketing Management

Overseeing influencer communications, content coordination, and campaign performance tracking

Key Results: Expanded brand awareness through influencer campaigns, implementing a seeding calendar and strategic distribution, achieving 5M total Instagram impressions annually

Check the results

Brand Campaign Development

Conceptualizing and executing campaigns that reinforce brand identity and engagement

Planned and executed annual Women’s Day branding campaigns, collaborating with 8 key influencer storytellers and major commerce channels to strengthen brand image

Check the Campagin Video

Copywriting & Storytelling

Crafting compelling narratives and messaging for collections, campaigns, and brand communications

Produced copywriting and storytelling for 3–4 monthly campaign releases, shaping consistent brand messaging

Check the details

CSR Campaign Planning & Execution

Designing and implementing social responsibility initiatives that enhance brand reputation

Designed and executed biannual CSR initiatives supporting youth preparing for independent living, providing interview attire worth ₩20M to enhance brand reputation

Check the article

01. Brand Collaboration

Mixxo x Fruta Capsule Collection – 2023 SUMMER

Role
• Led cross-brand collaboration planning and execution
• Coordinated influencer campaigns and social media marketing
• Managed timeline, deliverables, and creative alignment

Objective
• Launch an innovative co-branded collection blending
• Mixxo’s contemporary womenswear with Fruta’s colorful aesthetic
• Expand brand reach to younger, trend-conscious audiences

Key Results
• Main item, Pink Cargo Pants, sold out in 7 days, prompting a restock
• Visual zoning in 10 offline stores, linking offline & online promotion
• Instagram reach +398% YoY, generating significant brand buzz

Highlights
• Bold, colorful concept differentiating the collection
• Integrated influencer & offline/online strategy to maximize reach

Visuals
• Collection
• Lookbook film
• Interview

work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work work

02. Brand POP UP STORE

Vacance Capsule Collection – 2024 SUMMER

Role
• Led cross-functional pop-up project team for a major department store activation
• Oversaw concept planning, visual merchandising, and cross-channel marketing
• Managed influencer collaborations and online–offline integrated promotion

Objective
• Strengthen brand positioning through an experiential “Vacance”-themed pop-up store
• Reinforce summer capsule collection visibility and customer engagement
• Connect offline experience with online channels to maximize reach and buzz

Key Results
• Reached 240% of 12-hour target (240K vs. 100K) via major web magazines
• Influencer & paid media reach: 250K vs. 160K (236%)
• 40 press features + extensive social buzz
• Offline June sales: 8.4B KRW, record performance

Highlights
• Integrated data-driven trend analysis and customer research (FGI) into VMD and campaign planning
• Designed immersive retail experiences inspired by leading pop-up models
• Strengthened brand storytelling, achieving record sales and engagement

Visuals
• Check the Pop-up store
• Check the Reels
• Lookbook Film

work work work work work work work work work work work work work work work work work work work work work work work work work work work