[Marketing Strategy] 1200% Sales Increase with Big Data Marketing... Women's Underwear Brand 'Darling Bra'

2021 Online Shopping Mall Launch
Sales in First Half of This Year Up 1200% YoY
Big Data Analysis Marketing and Proprietary Technology Know-How
Plans for Overseas Expansion to Japan, Taiwan, etc.

"With professional big data services, we were able to quickly grasp trends in the underwear market."

Kim Seok-sik, CEO of S-Lab Company, which operates the women's underwear brand Darling Bra, said in an interview with Asia Economy on the 12th, "Darling Bra's initial monthly sales were only around 10 million won, but in the first half of this year, monthly sales grew by 1200% compared to the previous year."

Kim Seok-sik, CEO of S Lab Company, which operates Darling Bra Photo by Cafe24

Darling Bra, which opened its doors in 2021, saw success by using a strategy proposed by the Cafe24 Marketing Center to utilize crowdfunding platforms for advertising. They pre-launched products on crowdfunding platforms to verify market response and actively used the results in shopping mall detail pages and advertising images. CEO Kim said, "For example, the corrective underwear ‘Gatbyeok Bra’ recorded a total funding amount of 270 million won, and using this in marketing significantly increased new customers," adding, "In addition, we strengthened communication with customers by operating a trial group within our own shopping mall."

S-Lab Company’s proprietary technology and development infrastructure, built over 20 years, also played a major role in enhancing brand awareness. S-Lab Company is composed of underwear experts with over 20 years of experience, including licensed brands from Italy, ‘Roberta di Camerino’, and Sweden, ‘Moz Sweden’. For instance, Darling Bra’s product ‘Yukgak High Panty’ was launched by applying S-Lab Company’s unique technology to address the typical issue of square panties rolling up when worn, receiving a strong response. It sold over 200,000 units within a year of launch and was registered with the Korean Intellectual Property Office.

Darling Bra continues to receive product inquiries from overseas markets such as Taiwan and Japan. Expanding business into overseas markets is a future goal. CEO Kim stated, "We plan to strengthen marketing through Cafe24 to promote our brand and products and establish a foothold in the online innerwear market," adding, "We are confident that by actively utilizing the proprietary know-how built over decades centered on home shopping, we will secure competitiveness in all areas including research, development, production, and sales."