Samsung C&T Fashion Division's integrated online mall SSF Shop has been completely revamped. (Photo by Samsung C&T)
[Asia Economy Reporter Seungjin Lee] SSF Shop has embarked on strengthening its competitiveness through a complete overhaul.
SSF Shop, the integrated online mall of Samsung C&T Fashion Division, announced on the 15th that it has undergone a revamp to encourage repeat visits from customers highly engaged in fashion and to provide a comprehensive brand experience not only with fashion and lifestyle products but also overall.
Through this revamp, customers can now see the most popular brands and styling trends in the current market at a glance. In particular, to expand communication with the MZ generation (Millennials + Generation Z), various new visual contents have been prepared through new services such as live commerce and video content.
First, ‘Sesapae (Fashion Loved by the World) LIVE,’ hosted by professional show hosts, influencers, and YouTubers, offers real-time communication with customers, providing immediate explanations not only about products but also styling. Fashion experts including in-house employees conduct live broadcasts. Starting with Ami, live broadcasts will continue featuring brands such as Comme des Gar?ons, Maison Kitsun?, and Kuho Plus.
Additionally, through SSF Shop’s official YouTube channel ‘Sesapae TV,’ entertainment-style content will be introduced where celebrities and in-house staff collaborate to deliver fashion and lifestyle-related information using brands within SSF Shop. The content features appearances by broadcaster Kwanghee and DinDin, SHINee member Key, model Jeonghyuk, broadcaster Kim Gura and rapper Gree Buja, comedian Yongju Lee, and former GFriend member Yerin.
The content is composed of five segments: ‘Hwabo Matjip,’ where customers shoot and promote self-photo shoots of their favorite brands; ‘Baedal-ui Prodeul,’ where celebrities become SSF Shop employees to provide styling and directly deliver products to customers; ‘Back to the Wardrobe,’ reflecting on parents’ youthful fashion; ‘Fashion Gongronhwa,’ a discussion led by fashion experts; and ‘Fashion Spre,’ which tells the real stories of brands.
To produce content, an in-house team called ‘Sesapae Creators’ is also operated. Composed of employees who run YouTube channels or possess talent and skills, they plan to share fashion-related information. Additionally, new brands will be introduced weekly through ‘Sesapae PICK.’
Furthermore, SSF Shop revamped categories and opened specialty sections to enhance purchase convenience through intuitive images. By advancing the user interface (UI) and user experience (UX), search time and fatigue have been reduced, allowing customers to experience desired products and services with minimal clicks.
Customers can move to brand-specific product corners according to categories such as Men, Women, Life, and Beauty, and the categories displayed change based on the customer’s gender to enable quick access to desired products.
Kim Dong-woon, Executive Director of the Online Sales Division, said, “We have renewed SSF Shop to establish it as a differentiated specialty mall for people who love fashion,” adding, “By providing highly engaged fashion customers with experiences of high-sensitivity fashion culture in various forms beyond information and entertainment, we will develop it into the leading online platform in the fashion industry.”
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