Sejeong Group "H1 Sales Up 20%"... Targeting MZ Generation Boosted Revenue

Sejeong Group CI. / Photo by Sejeong Group

[Asia Economy Reporter Song Seung-yoon] Sejung Group announced on the 19th that its sales in the first half of this year (January to June) increased by 20% compared to the same period last year.

Sejung analyzes that the sales growth continued following the full lifting of social distancing measures since May this year. The revitalization of street commercial districts due to the easing of distancing, the launch of trendy design products through new product directing, the influx of new customers through star marketing, and securing customer touchpoints through the activation of online channels were also seen as effective factors.

Sejung’s representative women’s wear brand, 'Olivia Lauren,' significantly expanded the proportion of casual looks and handled trend-reflecting products prominently, resulting in design changes. From this year, President Park Ira took charge of product directing personally, and the sophisticated and youthful image of actress Lee Ji-ah, who was selected as the model, matched the changed product designs, creating a synergy effect. ‘Wellmade’ and ‘Didier Dubot’ also selected models such as singer Lim Young-woong and actress Shin Min-a, who could resonate with consumers of each brand, drawing great responses. Most of the cropped-length summer jackets, first launched under President Park’s direction, achieved nearly 90% sales volume. Finding touchpoints with consumers of various generations, including the MZ (Millennial + Generation Z) generation, and considering their preferences were also analyzed as factors contributing to sales growth.

In addition to its core fashion brand business, Sejung plans to secure future growth engines through the growth of the home lifestyle brand ‘Cocorobox,’ acquired in 2019. Cocorobox’s sales in the first half of this year increased by 400% compared to before the acquisition.

Park Ira, President of Sejung Group, said, "Although there are many adverse factors, we view the recovery of consumer sentiment and the influx of diverse customer groups as positive factors, and thus have a positive outlook for the second half of the year," adding, "We will always prioritize customer satisfaction and continuously strive to become a competitive brand centered on a solid brand DNA."

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