Following on the act by companies in the construction industry to end the contracts of stars like Bae Yong Joon and Go So Young to endorse properties, the school uniform industry will also put an end to idol stars endorsing their school uniforms largely bought about by the downturn in the economy.
After lengthy discussions on the 23rd, it was announced in a consensus between the school uniforms association and retailers that endorsements by idol stars for school uniforms will be terminated from February onwards. This includes all forms of advertisements through television and print media.
This means that contracts that has seen Big Bang endorsing for Skoolooks, Wonder Girls, Kim Yu-na, Battle for Ivy Club, 2PM and So Nyeo Shi Dae for Elite, and Shinee for Smart in recent memory will be terminated effectively from February. The 4 major school uniform retailers will also stop all promotional activities like fan-signings, fan-meetings, etc involving the idol stars.
The main reason for the cutback on using idol stars was mainly attributed to avoid raising school uniform prices. Before this cutback by the school uniform industry, the construction industry also explained that the fees for inviting top stars to endorse properties was having a negative impact as their high fees had to be paid for instead by consumers resulting in higher prices for the latter.