[Distribution Hot People] "It's Impressive" and "Mother and Daughter Wear It Together" 'Gamtan Bra'... The Key to Jun&July's Rapid Growth

Lee Donghee, Head of Business Division at Gritty Online Platform 'Jun&July'
Recognized 19-Year Veteran Sales Expert in Home Shopping and Online Shopping
"Jun&July Will Become a Newly Evolving Shopping Channel"

[Asia Economy Reporter Lee Seon-ae] Greeti's ‘Gamtan Bra’ light version, launched last May to target the spring/summer (S/S) season, surpassed 90% of its target quantity within a month of release, prompting an urgent reorder. Ahead of a summer expected to bring record-breaking heat, the two types of ‘Gamtan Bra In-gyeon Cool’ launched in June have also drawn high consumer response with a surge in orders just two weeks after release.

The name Gamtan Bra means that you will say ‘Gamtan’ (meaning ‘admiration’) as soon as you wear it. True to its name, it is a popular brand causing a sensation in the underwear industry, recording cumulative sales of over 2 million units with its comfortable fit.

The mastermind behind the Gamtan Bra craze is Lee Dong-hee, head of Greeti’s Jun & July business division. Formerly a sales representative at a small kitchen appliance company, he leveraged his experience to join Greeti and introduced ‘Mising Dorothy’ underwear on home shopping, creating a sensation in the industry. He later achieved mega hits with Wonderbra, earning recognition as an expert in product planning and sales in the underwear industry. Gamtan Bra marked the pinnacle of his career.

Targeting young customers from their teens to twenties, he planned Gamtan Bra as an online-exclusive product and launched it as a Jun & July exclusive on Greeti’s online platform, drawing strong consumer responses. Lee said with a smile, “With the spread of the ‘Body Positive’ trend, it has gained support from a broad target group ranging from their 20s to 50s, earning the nickname ‘mother-daughter underwear’ worn together by moms and daughters.”

Jun & July, opened last July, is Greeti’s own online shopping platform launched under the concept of ‘Sweet Home,’ allowing young consumers who enjoy online shopping as a form of play to experience a variety of brand categories. It offers high-quality products that promote a healthy lifestyle, including innerwear, homewear, one-mile wear, bedding, and home idea products.

Lee played a pivotal role in successfully launching Gamtan Bra and turning Jun & July profitable within 10 months of its launch. This achievement came just three months after he took charge of the Jun & July business division, thanks to the steep growth trend maintained under his leadership. By reading trends and accurately predicting and targeting the market, sales targets have been set to exceed 10 billion KRW this year and 30 billion KRW next year.

With a personality that enjoys novelty and challenges, he regularly analyzes young consumers’ trends and purchasing patterns by visiting both large shopping malls and small office/home office (SOHO) malls. Lee said, “I spend a lot of time continuously monitoring online, social networking services (SNS), and influencer live broadcasts, which are target media for the MZ generation (Millennials + Generation Z), to not miss trend flows.”

New ideas are reflected in product development not only by his team members but also in collaboration with designers and marketing staff. The ‘Gamtan Bra Light Cool’ launched as a new product for this S/S season is a result of brainstorming with all members. It was introduced with pastel colors, strap designs, and the cool functional fabric In-gyeon, matching the sensibilities of young consumers.

His goal is to develop Jun & July into a place that can inspire domestic and international consumers, not just a shopping mall selling products. The first step is to expand the Gamtan Bra lineup and establish a live channel for active communication with consumers. Plans also include active branding through partnerships with domestic and international online platform leaders, as well as product planning for athleisure wear and various TPO (Time, Place, Occasion) purposes.

Lee said, “Although consumption channels are being reorganized from offline to online, we are also planning to open offline stores in hot places for young generations so that Jun & July can be experienced offline as well.” He added, “I want Jun & July to evolve into a lively, interactive shopping channel that communicates with consumers, not just remain an online shopping channel.”

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