'Selected,' a brand concept store on ZigZag, a style commerce platform operated by Kakao Style, is contributing to the sales growth of its partner brands. Selected is a dedicated section that curates designer and casual brands emphasizing design philosophy and brand identity; it began pilot operations in October 2024 and officially launched in April of last year.
Since launching operations, Selected has recorded continuous growth in terms of transaction volume. Last year, the average monthly transaction volume maintained a growth rate in the double digits, and as of February this year, transaction volume was found to have doubled (101%) compared to the same period last year.
The brands available on the platform are also showing strong growth. With major domestic fashion brands joining, Selected is acting as a driving force for brand expansion and is leading the increase in transaction volume, centered on female customers in their 20s and 30s. The repurchase rate is also high, with the number of repeat customers increasing by more than 70% in the fourth quarter of last year compared to the fourth quarter of 2024.
For example, the brand 'Dunst', which joined with the official launch of Selected last April, recorded approximately 150,000 cumulative likes and 200,000 product likes, and its transaction volume in February of this year increased by 90% compared to the initial launch period. The brand 'Hane' broke records by achieving transaction volumes two to six times higher than the previous day on a single broadcast day through live broadcasts featuring Zigzag exclusive products. In addition, brands such as 'City Breeze', 'And You', and 'Salt & Chocolate' are also showing continuous growth.
ZigZag plans to continue its quantitative and qualitative growth this year by expanding the selection of brands, developing exclusive planned products, and linking with its fast delivery service, 'Jikjin Delivery'. For example, the brand 'General Idea' recorded sales of approximately 6,000 units of its exclusive color products, and plans to expand sales this year by strengthening its exclusive products and providing benefits through 'Jikjin Delivery'.
A Kakao Style official stated, “Zigzag supports brand growth based on big data and AI technology, and will provide new growth engines even amidst the maturity of the domestic fashion market.”
Meanwhile, in the fashion commerce industry, cases of increasing brand transaction volume and securing customer loyalty through the operation of exclusive products and select shops are continuously expanding.
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