Keppel Ltd. 1Q 2024 Business Update Presentation Slides
onepercent store introduction
1. O N EPERCEN T S TORE
S E O U L
ONEPERCENT STORE HeadOffice
SEOCHO-GU BANPO-DONG 66-1
COWELL-BUILDING B1 103 SEOUL, KOREA
t +82 10 8120 0210 , +82 10 8839 9051
WWW.ONEPERCENTSTORE.KR
ADMIN@ONEPERCENTSTORE.KR
2. WHAT IS ONEPERCENT STORE?
ABOUT, LOGOTYPE
O nepercent 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
O N EP ERCENT STOR E trade, eco-friendly, or organic products of high quality.
S E O U L
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.
O NEP ERCENT STOR E “Your right choice makes a better world.”
We introduce brands from all over the world that have pure
ECO, ORGANIC, ETHICAL, FAIRTRADE, THE RIGHT-IDEA
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.
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3. OUR MISSION
PROMISES
We advocate We protect
Onepercent Store supports companies around the world Onepercent Store hope to keep our environment
that recognize societal problems and seek solutions. and the nature from destruction.
Our campaigns, fair trade, eco friendly and organic, are We want to keep people from being abused and
methods for delivering positive messages. Onepercent protect their human rights
Store supports people like you who are seeking for Onepercent Store want to keep you from
better tomorrow. uncomfortable truth.
We provide We set examples
Onepercent Store provide products that made Onepercent Store set an example a for new cul-
through fair production process. tural consuming space who can satisfy custom-
Provide products made of environmental friendly ers not only primary desire from shopping goods
materials for protecting our environment. Provide through simple act of purchasing but also
organic products for our health and body. Provide customer’s secondary wants that give mean-
positive message products that seek social value. ing to their acts and help establishing one’s view
Provide meaningful and quality commodity and identity. Onepercent Store set an example
composition based on story telling. Provide highly for communication space through delivering
selective products with trend and quality. 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.
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36. OUR STORY 1/2
BACKGROUND
W hen 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
36 greater cause.
37. OUR STORY 2/2
BACKGROUND
“ That an apple surprised the world was
begun with ver y small idea.”
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. 37
38. MARKETING & STRATEGY
T here 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
F irst of all and most importantly, unattractive de-
signs. I could see that most designs presented in
the existing stores were focused on the functional
trade or eco-friendly companies have failed to make aspect but missed the design to appeal. Especially
commercial profit. As a result, the industry has yet seen clothing. Clothing buyers in these days are very
much success in the South Korean market, and the term sensitive to trend and designs. No matter how much
“fair trade” is still foreign to many South Koreans. of a “good purpose” a product has, it is unlikely to
gain popularity when lacking trendy design.
I asked myself, “What could possibly be wrong with
these products? Why aren’t Korean consumers The general perception of fair trade clothing to the
buying quality products with a good purpose?” So, I South Korean audience is that the design has too
went through all of existing companies’ websites, much ethnic feel and color. Without looking further,
reviewed and analyzed their presentation of the most people just assume that all fair trade apparel
products. My analysis found the following problems: falls behind today’s trend. I actually want to
reintroduce and better present fair trade apparel to
1. Lack of trend, unattractive designs: too ethnic-orient- that audience; that many fair trade clothes are
ed to appeal to the general public in South Korea actually, in fact, very trendy and fashionable.
2. Ineffective website, lack of story telling
3. In need of better marketing strategies
4. 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.
39. MARKETING & STRATEGY
S econd: ineffective website. After looking through
almost all of the Korean fair trade websites, I hardly T o 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
found a single website that was customer-friendly with
attractive presentation of the products. The photo likely to be open to new ideas, trends, and products and are
displays and web designs were poorly done and lacked often searching for ways to place meaning behind their actions
a professional touch. Picturing myself as a customer, and give back to the society, such as charity. Recently, we see a
I did not really want to purchase any items from such growing interest among the South Korean celebrities support-
online store. ing movements to resolve social issues. Leveraging this growing
interest, we will communicate the messages associated with fair
Also, I noticed that although most websites did trade and encourage support through their purchases. Also in
attempt to present the stories and messages behind each Korea, trend is usually set by the upper class. Fair trade can be
fair trade product, they have not been presented in the the next “hot trend” triggered by the upper class, and the
most effective manner. To capture readers’ attention and general public will be influenced as a result.
encourage purchases, each product’s story should be
redrafted with more compelling messages and presented
with stronger supporting graphics. I envision an online I n 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
shop that is almost magazine-like, where visitors can
spend time reading through the stories associated with to appeal to the general public. Then who should we target for
the products and make purchase decisions. Just another first? Those willing to participate in the fair trade idea even at
catalogue-like website is not effective enough to stir up a higher price, and people who can afford these products. With
interest and to convey a new message. 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.
