Vivian's 'P@USE' Successfully Targets MZ Generation, Accelerates Expansion Across Online and Offline Channels

Photo of the Piatus popup store located on the 10th floor of the main building of Shinsegae Department Store Gangnam Branch, newly opened on the 30th of last month. Photo by Vivian

Vivian's personal wear brand 'P@USE' is experiencing rapid growth by directly targeting the preferences of the MZ generation. With its differentiated designs and aggressive distribution strategy, the brand is strengthening its market position across both online and offline channels.

On June 2, Vivian announced that, as of the first quarter, sales of P@USE had increased by 305% compared to the same period last year. Unique colors and patterns, as well as a comfortable fit?distinctive features of P@USE?have attracted strong responses from younger consumers, boosting the brand's presence in the personal loungewear market.

Launched in January last year, P@USE has rapidly expanded its offline presence by opening a series of popup stores at major department stores such as Starfield Suwon and The Hyundai Seoul. In February, the brand also opened at Shinsegae Department Store Daegu, and is preparing to open a standalone store at Hyundai Connect Cheongju on the 24th. Additionally, last month, popup stores were operated at Shinsegae Department Store Gangnam, Hyundai Department Store Pangyo, and Lotte Department Store Gwangbok, further enhancing brand awareness.

Furthermore, in March, P@USE diversified its lineup by introducing trendy products through a collaboration with the French vintage lifestyle brand 'Cecile & Cedric.' At Lotte Department Store Main Branch, the brand successfully completed a pre-sale live commerce event with a Chinese influencer in May. For upcoming influencer-focused collections, P@USE aims to manufacture products directly at partner factories in Qingdao and Jilin, China, and deliver them locally.

P@USE is a brand that proposes a new lifestyle to modern consumers through collaborations with unique and distinctive brands. With the slogan "If you cherish yourself, you will be connected to good things," the brand targets the younger generation who value self-care even at home.

A Vivian representative stated, "As pajamas have become a fashion trend, we are seeing clear growth both online and offline," adding, "We will continue to expand our customer base by offering differentiated products that reflect trends and consumer needs."