[Marketing Secret] "Goes Perfectly with This Product"... 'Grace Muse' Hits Big with Styling Recommendations

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143x Sales Increase Compared to First Half of 2020
With Support from Cafe24 Marketing Center

"As a result of actively introducing coordinated products linked to consumers, sales increased 143 times compared to the opening year in 2020, and the number of purchases per person more than doubled."

Park Bomju and Lim Jeongho, representatives of Grace Muse, said this in an interview with Asia Economy on the 18th, adding, "It was especially effective to focus on exposing products that go well with the best-selling item, dresses."

Grace Muse is a women's clothing specialty shopping mall presenting romantic-style clothes. Based on experience gained during her studies in Japan, CEO Park created Grace Muse incorporating Japan's unique vintage sensibility. CEO Lim is also an industry veteran with over 20 years of experience from clothing sourcing to sales and offline store management. Park said, "We tried to present a style that contains the brand's unique personality, not just a feminine style," and added, "Proposing coordinated combinations for each product considering details such as material and color became our unique competitive advantage."

Im Jeong-ho (left), Park Bom-ju, CEO of Grace Muse [Photo by Cafe24]

They also received significant help from Cafe24, a global e-commerce platform's marketing service. In the early stages of the business, they suffered losses due to low customer inflow, but by improving shopping mall content and launching advertisements based on big data through Cafe24's marketing services, sales increased significantly. CEO Lim said, "Online business has a different ecosystem from offline, so we experienced trial and error initially, but by benchmarking competitors and receiving suggestions for improving shopping mall content and executing advertisements, sales increased greatly," and added, "Since we had distribution know-how and a solid client base, we were able to reduce the time spent on purchasing and product inspection and focus on differentiation."

Strengthening short-form content on social networking services (SNS) also helped expand inflow. They actively posted short videos featuring product coordination on Instagram, TikTok, and other platforms to increase exposure. In the case of TikTok, the advertising content exposure performance reached 500%. This means they maximized efficiency by utilizing one video content across multiple channels.

Grace Muse plans to accelerate product line expansion for brand growth in the future. Accessory products are expected to help increase sales as they can lead to bundled sales with coordinated outfits. CEO Park emphasized, "We plan to offer various products so that customers can easily choose a pretty outfit and accessories at a reasonable price without much worry," and added, "We will further strengthen Grace Muse's unique competitiveness, known as a trusted coordination specialist."