Stylish Pajamas Too... Women's Clothing Brand 'Unnibiki' Captures the Hearts of 'Jipkokjok'

Main Product Beachwear, Sales Decline Due to COVID-19
Expanding Items to Homewear... Diversifying Products Including Couple Pajamas
Quick Response Through Online Mall Operated by Cafe24

Women's clothing brand 'Unnibiki' Co-CEOs Joseon-deul (left) and Joseon-yul. (Photo by Cafe24)

[Asia Economy Reporter Seungjin Lee] Amid the difficulties faced by the fashion industry due to the COVID-19 pandemic, there is someone who turned the crisis into an opportunity through a change in mindset. They are Chosun Yul (32) and Chosun Deul (31), co-CEOs of the women's clothing brand 'Unnibiki'.

Founded in 2016, Unnibiki quickly established itself thanks to the recognition of the two founders, who were known as shopping mall representatives and bikini models. They hit the mark by adopting the concept of "stylish beachwear even if you are not slim," utilizing body-shaping designs that gained popularity in underwear.

CEO Chosun Yul explained, "We had the goal of making our beachwear wearable even for pregnant women," adding, "We created one-piece beachwear up to size 2XL, focusing on body coverage using various stretch materials." The brand continued to grow each quarter, and the two also became personally famous as online shopping mall models.

However, sales plummeted after the COVID-19 outbreak. With a decrease in clothing consumption and travel restrictions both abroad and domestically, sales of their main product, bikinis, sharply declined. It was time to reconsider what products the market currently desired.

CEO Chosun Deul said, "Just as body-covering beachwear was successful in the past, we were confident we could create something that fits the current market situation once we understood it."

As a result, Unnibiki recently launched a new product line: pajamas. Targeting the psychology of wanting to feel good with various fashions even while staying at home longer, they captured customers' attention by creating content featuring virtual scenes in various indoor spaces, including couple pajamas rather than simple sleepwear.

Just as they visited resorts around the world about ten times a year to discover beachwear ideas, the two closely examined the 'Hokangs (hotel + vacation)' trend for pajamas. They quickly adapted by changing the main item of their online shopping mall, operated through the global e-commerce platform 'Cafe24', from bikinis to pajamas.

CEO Chosun Yul explained, "The brand value Unnibiki has pursued is not simply 'travel items' but 'healing support' that allows you to rest fully without worrying about your body shape or figure when wearing our products," adding, "The background has just shifted from travel destinations to indoors, and the products have changed from bikinis to homewear."

However, they have not completely excluded bikinis and beachwear from their focus. These still occupy a significant part of the online shopping mall menu, and they plan to make a comeback once travel activities resume. According to the two CEOs, this year's crisis was not a crisis but an opportunity to expand their product line, and preparations for the post-COVID era naturally took place.

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