Constant Discount on Outerwear with Low Conversion Rates
Self-Produced Dresses with High Purchase Conversion Rates
"Will Become a Daily Wear Brand for Young Moms"
[Asia Economy Reporter Lim Chunhan] The women's clothing brand J.Page was struggling with declining sales just two years ago. However, it is now recording record-breaking sales every day thanks to big data-based integrated marketing consulting provided by the global e-commerce platform 'Cafe24.' Sales in June increased 11-fold compared to July 2019, the number of registered members grew 22-fold, and the number of visitors surged more than 12 times.
J.Page CEO Jo Banghee attributed this sales growth to an online marketing strategy based on systematic data analysis. CEO Jo said, "After professionally analyzing shopping mall data, we recognized that the conversion rate for outerwear was lower compared to competitors in the same industry," adding, "To overcome this, we started continuous discount events, and as a result, although outerwear usually struggles to produce hit products due to its high price, it became the top-selling killing product in the first half of this January."
Product planning and production based on data were also important factors in the brand's growth. CEO Jo explained, "As of June last year, cumulative data showed that the purchase conversion rate for dresses was the highest, and we were advised to plan self-produced products," adding, "Since these have higher profit margins than general purchased products and secure the brand's unique identity, we boldly took on the challenge, and since then, all produced products have been included in the top 10 bestsellers, driving sales growth." Notably, J.Page’s ‘Puff Dress’ has received great response, releasing up to season 5.
Another key to success is active communication on social networking services (SNS). Emphasizing daily looks, the brand values sharing everyday life with customers. CEO Jo said, "Instagram is an important channel to show how to coordinate our brand’s clothes in daily life," adding, "We communicate directly with customers through various content such as photo posts, live broadcasts, Reels (short videos), and Instagram Stories."
CEO Jo’s goal is for J.Page to become synonymous with a comfortable yet sophisticated ‘young mom daily look’ brand for women who, like herself, became mothers at a young age. She emphasized, "From starting with a small 5-pyeong offline store to going through blog markets and reaching where we are now, we have always prioritized the voice of customers," adding, "In the future, we want to increase self-produced products and become a brand that sells clothes with collectible value."
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