'Capture the Purchasing Power of Middle-Aged and Older Adults'... Changes in Fashion Platforms

The Non-Face-to-Face Shopping Market Grows Due to COVID-19... Platforms Emerging Beyond the Main Customer Base of Ages 10-20

Fashion app Flare. Photo by Brandy

[Asia Economy Reporter Kang Wooseok] Amid the surge in contactless shopping due to COVID-19, fashion platforms are launching applications (apps) targeting not only their main customers in their teens and twenties but also those in their 30s, 40s, and 50s.

According to the industry on the 8th, the fashion platform Brandy recently launched a shopping app called 'PLARE' aimed at women in their 30s. PLARE focuses on the fact that women in their 30s have purchasing power and a sense of fashion but lack a dedicated shopping space just for them, curating products from over 1,200 brands. It carefully considers the shopping preferences of 30-something women segmented into unmarried, married, and mothers, offering women's clothing, accessories, jewelry, cosmetics, as well as baby products and children's clothing.

Musinsa 'Lazy Night'. Photo by Musinsa

Musinsa, which has a primary customer base of young people in their teens to 30s, will officially open a lifestyle select shop called 'lazy night' targeting female customers of Generation X (born 1969?1978) on the 9th.

Lazy night conveys the meaning of Generation X women who have lived a hectic day enjoying a 'lazy and leisurely' shopping night.

The brands confirmed to be featured include 'Vanessa Bruno,' 'Raum,' 'Sulwhasoo,' and 'Albow,' which are favored by middle-aged women in their 40s and 50s. Additionally, the app provides personalized services by analyzing and offering customized fashion brands and content for customers.

Kakao Style also launched 'Posty' last August, targeting middle-aged women in their 40s and 50s. Posty introduces around 400 brands and has accumulated over 890,000 app downloads to date. Furthermore, it is expanding its brand lineup and intensifying its business this year.