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Forget Influencers: How Employee YouTube Videos are Revolutionizing Sales at Korean Fashion Giants

In a groundbreaking shift in marketing strategies, South Korean fashion giants are turning the spotlight from celebrities and influencers to their very own employees, using employee-influencer campaigns on YouTube to transform the industry and drive sales and subscriber counts to unprecedented heights. This innovative approach leverages the authenticity and relatability of employee influencers to connect more deeply with audiences. By featuring employees in YouTube campaigns, these brands are not only boosting engagement but also fostering a sense of community and trust among consumers.

korean woman wearing pink shirt

Fashion’s Fresh Faces: Employees as Influencers

The concept is simple yet revolutionary: employees, rather than paid influencers or celebrities, introduce products on official YouTube channels, sharing their genuine experiences and everyday usage. This approach has proven to resonate deeply with consumers, who perceive these employee testimonials as more authentic and relatable.

Remarkable Success Stories

Fashion giant LF's YouTube channel is a prime example. By showcasing the bags employees carry to work, LF experienced a 20-fold surge in sales for the Athe Vanessa Bruno bag. Similarly, a video featuring a Daks wallet used by employees led to sales exceeding 100 million won ($70,000) in just ten days. These results have led to internal recognition that employee-led content is significantly more effective than traditional influencer advertising.

Samsung C&T Fashion Group’s YouTube channel, ArrkkongTV, mirrors this success. With over 100,000 subscribers, a video on employee work attire has been viewed more than 900,000 times. Musinsa TV, operated by fashion platform Musinsa, also showcases what employees wear to work, resulting in a 30-40% increase in sales for featured brands.

Why Employee-Influencer Marketing Works

The success of this marketing strategy is largely attributed to the preferences of millennial and Gen Z consumers. These younger audiences, accustomed to YouTube's raw and unfiltered content, find employee-led videos more authentic than traditional advertisements featuring sponsored influencers. The down-to-earth nature of employees, who genuinely use and trust the products, builds a stronger, more personal connection with viewers. Moreover, younger employees are generally more comfortable in front of the camera and adept at self-promotion. This comfort translates to more engaging and convincing content, further boosting the strategy's effectiveness.

Benefits for Companies

From a business perspective, leveraging employees as influencers offers several advantages:

  1. Cost Efficiency: Utilizing in-house talent eliminates the need for expensive influencer contracts, reducing marketing costs.

  2. Brand Authenticity: Employees' deep understanding of the brand and its products ensures more genuine and informed promotions.

  3. Increased Engagement: Authentic content leads to higher engagement rates, translating to increased sales and brand loyalty.

An industry insider notes, “With this approach, companies can promote products and raise brand awareness more effectively. It's a low-cost, high-efficiency marketing method.”


This trend underscores a significant shift in consumer behavior and marketing dynamics, offering valuable insights for businesses worldwide. As millennials and Gen Z continue to shape market trends, the success of employee-influencer marketing serves as a compelling case for embracing authenticity in brand promotions.

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