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Translation by Hind
according to Vivien representative, the brand's sales from February to July have shown an increase of 42 percent higher than the same period of last year. So Ji Sub was the brand spokesman since last fall, it was the first time Vivien selected a male model for a women product. In addition to this , the 2012 pictorial calendar produced by the brand was sold out in no time & Vivien had to make 1000 additional copies.
For sucha brand as Vivien, it is unusual to extend the contract with a model for another year because the brand needs to create a fresh new image for every season, & it's way more unusual to extend the contract with a male model for a female-targeted brand but So Ji Sub's contract was extended to anoher year ahead : that's Soganji effect.