"'Bought One Outfit Every 30 Seconds' The 'National Pajamas' That Sold 1 Million Sets Last Year..."

Shinsegae Inter SI Village
2023 Customer Consumption Pattern Analysis Report Published

JAJU Pajamas Over 1 Million Pieces
Niche Perfumes 210,000 Bottles Sold

It has been revealed that nearly 210,000 bottles of niche perfumes were sold last year on S.I.VILLAGE, Shinsegae International's own digital platform.

According to the '2023 Annual Report' published by Shinsegae International on the 23rd, the total volume of perfumes sold on S.I.VILLAGE reached 16,000 liters (based on 75ml per perfume). This amount is enough for the entire population of 12.7 million people in their 20s and 30s in South Korea to spray 13 times each. Niche perfumes refer to premium-grade fragrances that satisfy the tastes of a small group rather than mass-market perfumes.

Often pajamas.

The most loved product among niche perfumes was Diptyque’s ‘Eau de Parfum Fleur de Peau’. It was followed by Byredo’s ‘La Tulipe Eau de Parfum’ and Santa Maria Novella’s ‘Freesia Eau de Cologne’, which showed high sales volumes. Brands like Diptyque and Byredo also ranked among the most searched keywords by customers last year.

Additionally, JAJU’s pajamas became the nation’s pajamas, selling one set every 30 seconds last year. JAJU sold a total of about one million pajamas through S.I.VILLAGE over the past year. Bestsellers that received positive responses included women’s fleece pajamas, Better cotton stretch pajamas, men’s flannel check pajamas, and kids’ soft peachskin check pajama sets, among about 60 popular styles.

The time when customers enjoyed shopping the most last year was Monday evenings between 8 and 9 PM. During this time, nearly 90% of visitors accessed the platform via mobile devices, and the purchase ratio between female and male customers was 70 to 30. Women mainly shopped for clothing, perfumes, bags, and shoes, while men primarily purchased golf wear and men’s accessories.

To commemorate the publication of the 2023 Annual Report, S.I.VILLAGE is holding a customer event. Until the 31st of this month, customers who leave a shopping wish comment will be entered into a draw to receive 20,000 e-points. The issued e-points can later be used like cash for up to 50% of future payment amounts, and anyone registered as a member of S.I.VILLAGE can participate.

Niche perfumes including Diptyque (third from the front).

A representative from Shinsegae International’s S.I.VILLAGE said, “We recorded a high sales growth rate in the 20% range last year by diversifying categories beyond fashion and beauty platforms to include home appliances, furniture, leisure, pets, and art supplies, and by introducing carefully selected brands.” They added, “We plan to actively secure differentiated content for customers’ premium lifestyles going forward.”