[Content Commerce] Revealing Scarf Styling Tips to Highlight Your Face... Subscribers Soaring

Kim Boyoung, CEO of Saengluxury
Planning Products Tailored to Customer Body Types and Strengths
Sharing Scarf Styling Tips through YouTube
Monthly Sales Up 40%, Membership Up 30%

"A scarf is not just a simple accessory. It is a fashion item that makes the wearer the main character."

Saengluxury is a fashion brand offering a variety of products tailored to the Korean physique, including patterned scarves, figure-flattering swimwear, and cashmere items. Kim Boyoung, CEO of Saengluxury, majored in design and worked as a fashion designer. Unable to find scarves she wanted to wear in the market, she decided to launch her own scarf brand. Having enjoyed scarves since her twenties, Kim noticed there were no scarf brands easily accessible to young professionals just starting their careers. With this in mind, she began introducing products under the concept of "classic yet sophisticated," featuring hand-drawn patterns and distinctive color palettes.

Kim Boyoung, CEO of Saenglux, provided by Cafe24.

Saengluxury's strength lies in planning products that allow customers to stand out. Traditional scarves with bold and vivid colors often draw attention away from the wearer, dominating the overall styling. Kim designed Saengluxury's scarves mainly in subtle pastel tones, ensuring that the wearer, rather than the scarf, is highlighted. She also adjusted the size and thickness to suit different body types. Kim explained, "The large size, long length, and thick materials of existing scarf brands can feel awkward for the average person. We researched the optimal width, length, and thickness by considering the user's neck length and body frame."

To share ways to style scarves, Kim started a YouTube channel. A simple tutorial video on how to wear a scarf garnered 220,000 views. She continued to upload content about fashion styling with scarves and the brand's story, steadily attracting 20,000 subscribers to the channel.

Recently, Saengluxury adopted the "YouTube Shopping" feature from the e-commerce platform Cafe24 to maximize synergy between content and commerce. By showcasing products in each video, viewers can easily make purchases. Kim said, "By utilizing the YouTube Shopping feature, viewers can instantly check product information without having to ask about product names or colors." She added, "After our videos performed well, monthly sales increased by 40%, and the number of brand members grew by more than 30%."

Kim Boyoung, CEO of Saengluxury, is introducing how to beautifully tie a scarf on YouTube. Provided by Cafe24

Customer feedback collected through YouTube is reflected in product development. The brand's signature item, the "Scarf Clip," was created in response to consumer feedback that scarf rings were difficult to use. This product can be fastened like a pin, making it more convenient as there is no need to tie the scarf in various ways. In addition, while there were many warm-toned scarves for customers with warm skin tones, Saengluxury launched products with more nuanced colors in response to requests from customers with cool undertones. For the flagship product "Twilly100," the original version was 90 cm, but after listening to customer feedback, a 100 cm version was released, which has since become a steady seller.

Saengluxury plans to expand its business offline through collaborations with major department stores. In the early days, offline channels such as department stores were the main sales avenues, but since 2019, the company has focused on digital transformation, making online the primary channel. Currently, online business accounts for 90% of Saengluxury's sales, with the D2C store representing the largest share. Kim stated, "To accelerate business expansion, we plan to collaborate with various creators to attract new subscribers through content. In the commerce sector, we have established Japanese and English online stores to enter overseas markets."

Kim expressed her ambition, saying, "I want Saengluxury to be the first brand that comes to mind when people in Korea think of scarves. Ultimately, my goal is to expand globally so that people everywhere can create a confident style through Saengluxury."