[Marketing Secret] 'Roa & Jane' Surpasses 100 Million KRW in Daily Sales by Revealing New Products Weekly via Live Broadcast

Kids Designer Brand
Changes Marketing Strategy Through Cafe24
Approaching 20 Billion KRW Annual Sales Milestone

"As a result of launching new products every week and conducting live broadcasts, our daily sales have exceeded 100 million KRW."

Song Hyun-ji, CEO of Roa & Jane, said this in an interview with Asia Economy on the 1st, adding, "Offline brands need to showcase a large number of products each season, but online allows for a drop method where products are revealed one by one, which we have utilized well."

Roa & Jane is a kids' designer brand offering a variety of children's products ranging from clothing to shoes, hats, and bags. Since its launch in 2013, it has gained popularity among housewives for its stylish designs and sophisticated colors. The brand name 'Roa & Jane' comes from the names of CEO Song's daughter and niece. It signifies the commitment to quality and design with the mindset of making clothes for one's own child.

CEO Song said, "Since I am raising a daughter while running the business, I have a high understanding of children's clothing and pursue practical yet beautiful clothes," adding, "In particular, to differentiate our products, we use high-quality materials comparable to adult clothing, such as handmade wool coats and goose down jumpers."

Song Hyunji, CEO of Roa & Jane [Photo by Roa & Jane]

During the COVID-19 period, Roa & Jane, which suffered a severe blow to its offline performance, found a breakthrough with the help of the global e-commerce platform Cafe24 Marketing Center. By unveiling new products once a week through live broadcasts, they secured regular customers and simultaneously ran advertisements to significantly increase sales.

CEO Song said, "We do live broadcasts using internal staff and our own know-how without professional show hosts, which gives us a competitive edge in terms of product understanding and friendliness," adding, "Through Cafe24 services, we conduct live broadcasts stably and conveniently on our own mall, and recently, we have been offered YouTube Shopping, which we plan to use as a new communication channel."

Executing brand search advertisements also led to positive results. Following a proposal from Cafe24 marketing services, they expanded their strategy from mainly social networking services (SNS) to portal search advertisements to drive traffic to their own mall. Roa & Jane's sales in the first half of this year grew 30% compared to the previous year, and they are on track to surpass 20 billion KRW in annual sales this year.

Going forward, Roa & Jane plans to accelerate its entry into overseas markets. This year, they showcased products at overseas exhibitions in China and Japan, and next year, they will expand into the European market. CEO Song emphasized, "We aim to strengthen relationships with overseas buyers weakened during the COVID-19 period and establish a foothold in the global market," adding, "In addition to Roa & Jane, we will grow into a total brand for children encompassing children's cosmetics and junior clothing."