By Jane Han
Staff Reporter
A female college student's recent remark bashing "short men" is upsetting for many, but it turns out that the jibe is serving as an unexpected blessing for online retailers who've been quick to capitalize on the brouhaha.
Leading Internet shopping sites Interpark, Auction and Gmarket have put out all kinds of products, including T-shirts, shoes and pants, with a humorous marketing twist aimed at comforting men "who aren't good enough."
Last week, a female undergraduate, who appeared on popular KBS2 TV talk show "Misuda," (Beauties' Chatterbox), said she would never date men shorter than 180 centimeters as they are "losers."
Her remark immediately set off a debate among netizens who criticized both the guest and the nation's largest broadcaster for the ruthless comments.
But while the heat is still on, retailers decided to cash in on the controversy with quirky products sarcastically making fun of males below 180 centimeters tall.
Interpark has set up an entirely new shopping category labeled, "escape being a loser!" The fresh line-up offers everything from height increasing shoe insoles to straight up men's heels.
There is one condition prior to making the purchase: Shoppers can't be taller than 180 centimeters, say Interpark officials.
"It's sort of a playful marketing we're going for," said Lee Eun-young, spokeswoman of the online retailer. "Hopefully, it will catch consumers' attention without offending anyone."
Another Internet shopping site, 11th Street, has also launched a special shopping section dubbed "don't worry be happy" for shoppers who consider themselves "losers." It sells a wide range of goods flattering for "vertically challenged" people at prices starting from 2,500 won.
Auction, Gmarket and Open Market are taking on the same strategy, each competing to offer new ideas to help men feel better about their height.
"The 'loser' remark sparked a major marketing fad among retailers," said a representative of Auction. "As much as it was unexpected, we're rushing to meet consumer demand."
Sales of men's shoes with inner heels climbed 20 percent over the past week, according to industry data, leaving some popular products out of stock.
"We have no intention to belittle short men, but the latest debate is giving us a strong boost just in time for the year-end shopping season," said the Auction representative.
jhan@koreatimes.co.kr
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yistory@koreatimes.co.kr
