1. Company information
SK telecom was established in 1984, known to be one of the most prestigious mobile communication companies in Korea. To extend their service, SK telecom found 11st street in Feburary, 2008. For the better administrative operation on their online market, SK telecom set up an independent subsidiary company `Commerce Planet` to take care of 11st street. SK telecom unified other online shopping malls which they have undertook, `체리야 닷컴`, `모닝365` ,`바바클럽`, Cyworld and Nate`s online market, in order to combine various kinds of products.
Like the trademarks in the picture seem very similar, because they share same colors. “11” stands for SK Telecom’s symbolic phone number “011”, and it is easy to find other number related examples such as “110% 보상제” and “11% OK-cash back mileage”. The concepts of 11st street are `Intelligent`, `Fun`, and `Social` shopping which implicates 11st street`s unique and delightful shopping environment. It is evident on 11st street`s main homepage that the stores, streets and signboards give the impression of intimacy to customers, because those signs are around the consumers’ real lives. Also, 11st street has an advantage over mobile infrastructure based on SK telecom`s mobile communication which would connect customers with sellers. Their goal is to make their target consumers enjoy 11th street’s convenient shopping environment with reasonable prices.