Total Home Styling Brand 'Decoview' Competes with Multi-Functionality and Reasonable Prices
CEO Jeong Mihyeon: "All Designs Are in Customers' Lives"
Jung Mihyun, CEO of Decoview, explaining the company's rug products at the Decoview showroom in Sangsu-dong, Seoul. [Photo by Decoview]
[Asia Economy Reporter Kim Jong-hwa] These days, the trend in marketing is 'kitsch items' and 'B-grade sensibility.' Not only the MZ generation but also the older generation are enthusiastic about them. Bags made from cement sacks and painters' work clothes stained with paint are selling like hotcakes.
Design household items that pursue 'kitsch,' meaning 'vulgar works' born as a rebellion against works that pursue dignity, and 'B-grade sensibility,' meaning 'absurd but fun content' that breaks away from standardized forms, are also popular.
Decoview: Kitsch + B-grade Sensibility + Multi-functionality... "The Answer to Design Lies in Customers' Lives"
The design of the total home styling brand Decoview incorporates kitsch, B-grade sensibility, and 'multi-functionality.' Jeong Mi-hyun, CEO of Decoview, said, "The answer to design lies in customers' lives." This means that the design embraces kitsch and B-grade sensibility, while the functionality focuses on creating products with 'multi' capabilities.
Customers prefer products with multi-functions such as rugs that are waterproof and resistant to dust, blankets that can be used in different colors when flipped, and pajamas that can be worn outside. At the same time, they must be comfortable, and the price should be at a reasonable level?not too expensive or too cheap. Customers' standards have become higher and more demanding.
Therefore, efforts are made to reflect customers' opinions in product design and production. Decoview's online mall has an average monthly visitor count of 1.6 million and an average monthly page view of 8.2 million. The main visitors are women aged 25 to 45. Decoview's official Instagram account has 200,000 followers, and the kids-only account boasts 110,000 active followers.
The 'non-transparent milk chiffon curtain,' made with softly flowing chiffon material but with thickness, reflects the opinions of those who want to protect their privacy, and the 'shape-memory blackout curtain' was produced reflecting customers' wishes for good light blocking and wrinkle retention.
'Yoon Sang-hyun Mat' Sells 5,900 Units Monthly, "Many Long-lasting Bestsellers"
One of Decoview's representative bestsellers, released in October last year, has sold about 47,000 units to date, with approximately 5,900 units sold monthly, becoming a hit product. Another bestseller from Decoview is the 'Mellow Terrazzo Double-sided Cushion Noise Reduction Mat.'
The infant mat used by Yoon Sang-hyun as a living room interior point on the show 'The Return of Superman' is the 'Mellow Terrazzo Double-sided Cushion Noise Reduction Mat.' With its charming pattern and warm colors, it brightens the atmosphere of the living room. Its thick cushioning helps prevent noise between floors and protects children's growth plates if they fall. The special waterproof material makes it easy to remove contaminants and clean.
Decoview's mat can be used on both sides, allowing users to change it according to their preference or surrounding interior. Like Yoon Sang-hyun used, the terrazzo pattern on the front side creates a fresh atmosphere, while the light beige solid color on the back side offers a modern and neat vibe.
Products such as the 'Crispy Allergy Care Hotel Blanket,' 'Easy Care Water-repellent Rug,' 'Washable Comforter Filling as Cozy as Goose Down,' and 'Melan Check Noise Reduction Slippers' also continue to receive steady love from customers. A common feature of these hit products is their bright colors and multi-functionality that allows diverse uses.
'Mellow Terrazzo Double-Sided Cushion Noise Reduction Mat', widely known as the 'Yoon Sang-hyun Mat', [Photo by Decoview]
CEO Jeong Mi-hyun: "We Will Create Designs with Warm and Hopeful Messages"
According to CEO Jeong, customers exhausted by COVID-19 these days prefer products with bright colors like yellow and mint, humorous designs, multi-functionality for diverse uses, and products that carry hopeful messages.
Since its founding in 2006, Decoview has grown into a promising small and medium enterprise with 140 employees and sales of 54.1 billion KRW (2020) in just 15 years. Many companies follow Decoview whenever it launches new products. The core functions Decoview pursues are 'health, eco-friendliness, and convenience premium (simplification).'
CEO Jeong said, "I hope we grow into a company that proposes culture," adding, "We will strive to create products that can deliver warmer and more hopeful messages to our customers."
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