Shinhan Card Big Data Research Institute
Online Fashion Edit Shop, 61% of Users in Their 20s
[Asia Economy Reporter Ki Ha-young] The growth of 'online fashion edit shops,' which gather and sell products from various designer brands in one place, is accelerating rapidly. Based on the support of the MZ generation (Millennials + Generation Z, born 1980?2004), these shops have shown remarkable growth over the past two years, and the user base is expected to expand further.
According to Shinhan Card Big Data Research Institute on the 25th, the number of online fashion edit shop users increased by 86% this year (January to April) compared to the previous year. Following a 55% increase in users during the same period last year, growth continued this year, unaffected by the impact of COVID-19. The average annual growth rate is 69%.
Online fashion edit shops are characterized by offering products from various brands in one place. They feature major designer brands and curated product selections, differentiating them from traditional online fashion malls. This is also why they receive absolute attention from the MZ generation, who are familiar with the online environment and value their individuality.
In fact, the age group using online fashion edit shops is dominated by those in their 20s, accounting for more than half. Among all users, those in their 20s made up 61%. This was followed by users in their 30s (17%) and 40s (14%). This differs from general clothing stores, where the user distribution is more balanced with 20s (25%), 30s (22%), and 40s (23%). Notably, among those in their 20s, 7 out of 10 women (73%) used online fashion edit shops.
Users of online fashion edit shops also showed strong interest in beauty products. 47% of online fashion edit shop users also used beauty edit shops, whereas only 26% of non-users did. The beauty edit shops surveyed included 1,800 stores selling multi-brand beauty products such as Chicor, Olive Young, and Sephora.
A representative from Shinhan Card Big Data Research Institute said, "Interest in online edit shops is increasing due to trendy, unique products and reasonable prices. Currently, usage is centered on those in their 20s, but as online edit shops become more mainstream, the user base is expected to expand."
Meanwhile, Shinhan Card conducted this survey targeting nine online fashion edit shops, including Musinsa, 29cm, W Concept, and StyleShare.
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