How 'Squid Game' blew up sales of white Vans<

After the international success of the South Korean series, sales of white Vans skyrocketed. Result: they are on the way to becoming an indispensable fashion.

Carrie Bradshaw and her Manolo Blahniks, Daphne Bridgerton and her empire dresses, Blair Waldorf and her preppy headbands… fashion is often used to shape the identity of series characters. A boon for brands that benefit from the appearance of their products on screen as one would benefit from an advertising campaign. And in the era of Covid-19, where red carpets and events are regularly postponed or canceled, series have become an ultra-powerful means of communication. The proof, after the launch of season 1 of “Emily in Paris” in October 2020, searches for Kangol bob, worn by Lily Collins, had jumped by 342%. Similarly, those concerning the Air Jordan 1 sneakers seen in “Arsène Lupin” had increased by 460% and those of empire dresses, the favorite outfit of the heroine of “Bridgerton”, by 150%. Unsurprisingly, the hit South Korean series “Squid Game” has also set a brand apart.

Read also: Series, fashion influencers

Vans and the “Squid Game” effect

Since its launch on Netflix on September 17, the series has exploded all records. With a production cost estimated at 21.4 million dollars, at a rate of 2.4 million per episode, its success ensured financial benefits estimated at 900 million in its first month. An impressive added value that prompted its director and creator Hwang Dong-hyuk to promise a season 2. Having become the most watched series of all time on the American platform, the fashion brands appearing on the screen are rubbing it hands. Among the most visible claws, the ace of the Vans skateboard wardrobe. The characters trapped in a deadly camera wear a distinctive uniform: green sportswear and white slip-ons. Signed Vans, the latter are visible throughout the nine episodes for unparalleled visibility. Result: their sale has increased by 7800% since its release.

The world of fashion is not the only one to have benefited from a nice spotlight via “Squid Game”. This is also the case in the pastry sector, for example, since fans of the series rush to dalgona candy, a caramel biscuit that is one of the cult tests to which the participants of the game staged are subjected. His influence definitely has no limits!