Strategies for Targeting Generation Z by Successful Brands

Last year, the size of South Korea's fashion market was approximately 45 trillion and 210 billion won. It's by no means a small market. Although the economy is tough, there has been a slight increase every year.

Especially, the domestic fashion distribution paradigm is rapidly changing to focus online. The offline distribution centered around department stores and street shops is being replaced by urban outlets, complex shopping malls, and concept stores, accelerating the trend of moving away from department stores.

Especially, they are targeting consumers' tastes with differentiated distribution strategies, custom-made product launches, and unique content strategies.

#COVERNAT, Effective with Differentiated Materials and Tailored Products

The first-generation street brand COVERNAT has shown rapid growth with a 200% growth rate compared to last year, gaining huge popularity among the Generation Z as a hot brand with its original street sensibility.

The key to COVERNAT’s popularity lies in its corporate philosophy. Unlike instant clothes that are discarded after the trend ends, COVERNAT pursues a style that respects good fabric, comfortable fit, and solid sewing, maintaining the highest quality regardless of time.

#THISISNEVERTHAT, Thick Fan Base as Korea's ‘Supreme’

‘THISISNEVERTHAT’ (TNT), which heated up the domestic street fashion in 2018, has a fun nickname as 'the poor man's Supreme'. Just as ‘Supreme’ has hit the global street fashion scene, ‘THISISNEVERTHAT’ stands out domestically.

Launched in 2010, TNT continues to rise as the hottest brand this year, following last year. Last season's presentation event, which recorded a waiting line for over an hour, was buzzing with a massive crowd in Hongdae. The last F/W season focused on the women's line, drawing a good response from female street fashion enthusiasts.

TNT distinguishes itself from other street brands with unique materials and designs, and relatable content. Especially, it is known for good value by releasing various products using leather.

#Barbara, Focusing on the Sneakers Line and Online

Barbara & Co.'s growth is noticeable, continuing a 25% growth rate in this year's first quarter.

This popularity is attributed to emphasizing trendy sneaker lines and targeting the online market. Statistics also prove this.

With the rising popularity of sporty shoes, the brand strengthened its trendy items, ugly sneakers, and flatckers (a portmanteau of flat shoes and sneakers) line, highlighting the brand's identity and drawing popularity. Especially, after shooting a pictorial with actress Kim Hye-yoon, who played ‘Yeseo’ in the drama ‘SKY Castle’, they plan to continue their popularity. The feminine brand identity of Barbara and the image of Kim Hye-yoon, along with the overall bright and clear color palette of the photos, have created a highly sensitive pictorial, according to reviews.

#Blank Corporation, Targeting Generation Z

Blank Corporation's lifestyle brand Bodyluv's pillow is a typical item for the 2030s. The Bodyluv pillow, popular for its unique cushioning that supports comfortable sleep and being washable even inside the pillow cover, has recorded cumulative sales of over 1 million units, with expectations of reaching 2 million sales this year.

The secret to Bodyluv’s popularity lies in its cost-effectiveness and unique marketing. The price range in the 30,000 won level, with marketing that drops to the 20,000 won range depending on the issue, draws customers. The cheerful and witty campaigns amplify interest, reaching the top of real-time search queries, showcasing effective marketing. The number of reviews on the website has exceeded 100,000, and Naver Shopping reviews have surpassed 200,000, firmly establishing it as a functional pillow.

Recently, they produced a survival audition program ‘High School Style Icon’ to discover South Korea's top high school style icons, targeting teenage customers.

Especially, the winner is offered a 100 million won salary contract with the company, the opportunity to launch their own fashion brand as a creative director, and a Mercedes-Benz for family use as a filial piety gift, aiming to attract customers.