Luxury brands are 'scrambling' for BTS: Why the comeback has the fashion world in a frenzy

Fashion and luxury brands are rushing to shower BTS members RM, Jin, V, Jimin, J-hope, Suga and Jungkook with endorsements during their comeback. Experts say fans do not behave like ordinary consumers. Buying products acts as support for the artistes, helping brands collapse the distance between admiration and action today.