Aiden Lab announced on the 27th that it has been selected as the official partner of China's premium fashion platform DEWU.
DEWU is an online fashion platform that is growing mainly among China's Generation Z, and is characterized by a strict authentication system and a curation-centered commerce structure. Starting with the distribution of limited edition sneakers, it has now expanded its business area to cover all fashion, including clothing and accessories, and in some categories, it is recording higher sales than major large-scale commerce platforms in China as of 2024.
Through this partnership, Aiden Lab will comprehensively support customized content creation, product operation, and marketing strategy planning within the DEWU platform. In particular, it will play a role in lowering the entry barrier for Korean brands to enter DEWU alone, and will function as a ‘test bed’ for K-fashion within DEWU.
Aiden Lab is currently establishing a step-by-step entry strategy, including building a logistics system and local response system optimized for DEWU’s sales structure, analyzing target consumer data for each brand to verify suitability for the Chinese market, etc. In the second half of the year, it plans to promote the entry of more than 20 domestic fashion brands into DEWU, and in the future, it plans to link with expansion of offline distribution networks and entry into other platforms.
An Aiden Lab official said, “In a situation where the existing Korean Wave exports centered on cosmetics have stagnated, online-centered K-fashion brands are showing new possibilities in the Chinese market,” and “Through our collaboration with DEWU, we will support K-fashion brands to elicit real responses from local consumers.”
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