Beyond Fashion to Everyday Life... Online Edit Shops Are in a 'Lifestyle' War

[Asia Economy Reporter Yujin Cho] As the trend of finding a 'unique personal style' beyond fashion and throughout daily life becomes mainstream, online fashion platforms are rushing to expand their business into the lifestyle sector.

On the 16th, the online fashion platform Hago stated, "As more people seek their own style beyond fashion and throughout daily life, we plan to increase the lifestyle category's share from the current 35% to 50% in the future."

With more people wanting to choose products based on taste and individuality in the clothing, food, and shelter categories as they do in fashion, Hago is strengthening its lifestyle products. In addition to fashion, Hago offers a total of 13 lifestyle categories including kitchenware, home appliances, and furniture.

They carefully select and sell a variety of unique and emotional products such as tableware by individualistic ceramic artists, eco-friendly disposable grills that are hard to find in the market, twinkle balls, coasters, as well as handmade pet snacks, candles, and car seats.

The growth of related product groups is also steep. Currently, about 273 lifestyle-related brands are registered on Hago, accounting for 35% of all registered brands. Hago plans to continue investing in the lifestyle category to increase the share of registered brands to 50%.

Earlier, the social network service (SNS)-based shopping platform StyleShare also expanded its business into the lifestyle sector by adding three categories?lifestyle, tech, and health & food?beyond fashion and beauty earlier this year.

29CM, which promotes itself as a comprehensive lifestyle select shop, launched its own lifestyle private brand last year. They plan to offer trendy products such as film cameras, as well as various everyday lifestyle items like zipper bags and containers, all designed and produced in-house by 29CM.

Additionally, the online fashion store Musinsa introduced products in various fields created in collaboration with artists and labels not previously available on Musinsa at the ‘Shop’ located in the offline fashion culture complex space ‘Musinsa Terrace,’ which opened last year, alongside brands registered on the Musinsa store.

A marketing team official from Hago said, “Fashion and lifestyle share similar main targets and characteristics such as immediate trend reflection, making content expansion easy. Recently, as more people want to express their unique personal style throughout daily life, the growth trend is expected to continue.”

This content was produced with the assistance of AI translation services.