Uncomfortable Clothes After Lunch? "We've Solved Working Women's Concerns" [Content Commerce]

Yang Yujeong, CEO of Sailors
A Product Lineup That Solves Working Women's Discomforts
Launching Items Like Laptop Bags and Banding Dresses
Sales Up 30% Year-on-Year from January to September

"A laptop bag that weighs down your shoulders, a dress that feels tight after lunch-these are discomforts that any working woman has experienced at least once."

Yang Yujeong, CEO of Sailors, is 28 years old this year. She first ventured into entrepreneurship as a university student and has since built up seven to eight years of experience, making her a seasoned entrepreneur. While experimenting with various startup ideas, she began to focus on the inconveniences she personally faced as a working woman. Yang serves as both the brand's first customer and its chief product officer.

Yang Yujeong, CEO of Sailors. Provided by Cafe24

The first product, a "laptop bag," was inspired by Yang's own struggle with a herniated cervical disc. The main goal was to reduce the hassle of carrying multiple pouches separately and to significantly lighten the increasing weight. To achieve this, the bag itself was made lighter, and compartments for a cosmetics pouch, pencil case, laptop charger, and mouse were integrated inside. Designed to be as lightweight as possible, it has become a steady bestseller, still accounting for the largest share of sales.

The "Doodoodoo Banding Dress," designed for comfort at work, features an internal band to enhance stretch. This allows the wearer to sit or attend meals and company dinners comfortably throughout the day. Additionally, the "Biscuit Roll" helps neatly organize long laptop cables, with a slot at the end to secure the plug, ensuring tidy and stable cable management.

Yang operates a YouTube channel called "Yang's Worklog" as a key communication platform to share her product development philosophy and behind-the-scenes stories. She releases shorts that document the process of bringing each product to market, as well as her daily life and concerns as she runs the brand. As a result, the channel has gained over 16,400 subscribers in just two years. In particular, a short introducing the products she uses to decorate her desk at work has reached 780,000 views.

Yang explained, "Content that honestly reveals the difficulties and concerns I face at work receives a positive response," adding, "When I explain in detail the intention behind a product-such as 'I made this because this aspect was inconvenient'-viewers often respond with empathy, saying, 'I felt the same discomfort.'"

Based on communication with viewers, the products are continuously improved. For example, to address the issue of the Biscuit Roll's bundled charger cable coming undone, a snap button was added to enhance stability. For the dress, feedback about the inconvenience of ironing pleats led to the adoption of specially processed fabric that resists wrinkling. As a result, Sailors' sales from January to September this year increased by more than 30% compared to the same period last year.

Recently, Sailors introduced a "YouTube Shopping" feature through the e-commerce platform Cafe24, creating synergy between content and commerce. Each piece of content and the store tab on the channel are linked to Sailors' products, providing a direct path for interested customers to make purchases. Thanks to this, the "Daily Note" diary for people juggling multiple jobs sold out its initial stock within two weeks of launch. On the day it was listed on KakaoTalk Gift, it ranked second in sales among all brands.

Sailors plans to strengthen product planning through collaborations with creators. The idea is to develop products that address the inconveniences creators experience in their work. Yang stated, "Ultimately, I want Sailors to be the brand that working women turn to, believing that 'if you tell Sailors about your inconvenience, it will be solved.' My ultimate goal is to create a platform where anyone can freely share their difficulties and see those ideas become real products."