[Marketing Secret] "Do You Know 'Jeolmjumma' Fashion?"... 'J.Page' Captures Comfort and Trend

Jobanghee J-Page CEO
40 Billion KRW Sales Last Year
Supported by Cafe24 Marketing

"As of last year, we recorded sales of over 4 billion KRW. This is an increase of more than 1 billion KRW compared to the previous year."

Jo Bang-hee, CEO of J.Page, said this in an interview with Asia Economy on the 17th, adding, "The secret is enabling women who lost confidence due to body changes after childbirth to wear comfortable and beautiful clothes."

J.Page is a fashion brand for housewives in their late 20s to early 50s, commonly called ‘jeoljumma’ (young moms). Since opening as an offline clothing store in 2014, it transitioned to a blog market and is now loved as a D2C (direct-to-consumer) shopping mall built on the global e-commerce platform Cafe24.

Jobanghee, CEO of JPage
Photo by Cafe24

CEO Jo entered the business by making clothes she needed during her pregnancy. Having experienced pregnancy and childbirth in her early 20s, she sold clothes on her blog featuring puff sleeves and long, voluminous skirt lines that could be worn regardless of body shape. The response was enthusiastic. Many famous influencers wore J.Page products, spreading word of mouth, and orders exploded. Jo said, "I wanted to present clothes that anyone who gave birth at a young age like me could dress up beautifully," adding, "I prioritized products that fit well while keeping up with the latest trends."

Another strategy lies in Cafe24’s Marketing Center service. She regularly communicates with marketing center experts to receive advice on running the shopping mall based on big data. Topics include the timing to release new seasonal products, effective social networking services (SNS) to use, and popular items in the same industry. Thanks to this support, J.Page’s annual sales rose to tens of billions of KRW, and the number of employees increased significantly. Jo explained, "More than 90% of total sales come from the D2C shopping mall built through Cafe24," adding, "In the early stages of the business, my spouse and I had to handle everything from understanding fashion trends, purchasing, sales operations, marketing, logistics, to delivery, so there were parts where we struggled, but communicating with experts helped us quickly get the hang of it."

J.Page plans to steadily increase the proportion of self-produced products in the future. They also focus on promotion through personal Instagram. Jo emphasized, "Customers respond positively when we offer products that can only be purchased at J.Page," adding, "Starting this year, we will introduce outerwear and pants that can be worn in the fall and winter seasons to expand sales during the off-season."