The two are currently the main models for French premium outdoor brand, Eider who stated "Thanks to the two, our sales grew over 200%".
Especially this season, the product that Yoona wore in the commercial and advertisements were all sold out completely, showing that even in the outdoor market the 'Yoona Effect' works well. Also, for a jacket advertised in February, 93% of the production stock were all sold by the 40th day.
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Since the 2011 F/W season, Yoona and Lee Min Ho have been their models and have extended their contract and are currently in photoshoots for the next season. Through TV commercials and photoshoots, they have portrayed the young and sophisticated style to buyers and showed off the trendy buyer image.
An Eider representative stated, "The two are also popular by people in 40 to 50 age range so we were able to advertise well to different age range groups."