Niche Fashion Platforms Proliferate amid Prolonged Pandemic | Be Korea-savvy

Niche Fashion Platforms Proliferate amid Prolonged Pandemic

This image, provided by Musinsa, shows LAZY NIGHT, the company's shopping app for women.

This image, provided by Musinsa, shows LAZY NIGHT, the company’s shopping app for women.

SEOUL, May 9 (Korea Bizwire)Online shopping has become a new normal in everyday life amid the prolonged COVID-19 pandemic, with fashion platforms segmented by age group.

Brandi, a well-known fashion ecommerce application for women, recently launched a new shopping app PLARE that specifically targets women in their 30s.

The company pointed out that although this consumer group has strong purchasing power and is sensitive to fashion, there has been no exclusive shopping space for them.

With a main customer base of young people between 10 and 30 years old, online fashion mall Musinsa also opened a shopping app for women called LAZY NIGHT targeting Gen X women on Monday.

Designed to target middle-aged women between 40 and 50 years, LAZY NIGHT showcases their favored brands such as Vanessa Bruno, Raum and Sulwhasoo.

Posty, a fashion platform launched by Kakao Style in August last year targeting middle-aged women between 40 and 50, is accelerating its business rollout, expanding the number of brands it deals with this year.

The number of cumulative app downloads is nearing the 900,000 milestone. In April, the number of purchasers increased by 167 percent compared to the figure from February, with the transaction value rising by 140 percent.

Industry watchers said that just as department stores target different consumers by grouping different departments by floor, fashion items that have no clear search keywords and are sensitive to personal tastes are showing a clear trend in favor of the platforms being segmented by age group.

Ashley Song (

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