[Content Commerce] "A Must-Have for Stylish Middle-Aged"… Mokdan Pants, Sold Out in an Instant 'Secret'

Fashion Brand 'Mokdan' Operated by CEO Jeong Won-gyeong
Midlife Tailored Pants Sold Out Within a Week of Production
Sales Increased Using YouTube Shopping

"When making and recommending clothes, I always focus on the 'customer's image.' Rather than simply hiding the body shape because someone is a middle-aged woman, anyone can look stylish if they dress in a way that suits their natural bone structure, body shape, and naturally formed image."

Jung Won-kyung, CEO of the fashion brand 'Mokdan,' is a veteran with over 24 years of experience in the fashion industry. She entered the industry as a high school student by working part-time as a sales clerk at a fashion shop, following her academy teacher. Thanks to her unique fashion sense and communication skills with customers, she achieved good sales results and became well-known among fashion shops. This led her to work at various fashion shops in areas like Myeongdong and Dongdaemun.

Jeong Won-gyeong, CEO of Mokdan.
[Photo by Cafe24]

Later, she launched her own fashion brand, Mokdan. The name was inspired by the 'peony (Mokdan),' which frequently appears in antique art and symbolizes good fortune. After launching the brand, she operated offline stores in Seochon, Yeonnam-dong, and then Samcheong-dong. In particular, a phrase written under a light on a bare wall in the Seochon store, "Mokdan flowers have bloomed," became famous as a photo zone on social media (SNS). This phrase also became the name of the direct-to-consumer (D2C) shopping mall that Mokdan has been operating since 2019.

Mokdan's early business days were not always smooth. Since CEO Jung was not a fashion major, she faced difficulties designing and making clothes herself in the beginning. To build expertise, she took fashion classes and invested hundreds of millions of won to create clothes with various materials and styles.

CEO Jung said, "Mokdan insists on sophisticated fits, high-quality materials, and sewing because we aim for designs that remain beautiful and comfortable in customers' wardrobes over time, rather than quickly presenting various designs." She added, "I still personally plan and design products together with the company’s designers."

One of Mokdan's signature product lines is pants. Every time they are released, the production volume sells out within a week. CEO Jung attributes the popularity to an 'understanding of middle age.' She explained, "When people age and gain weight, certain areas like the thighs, hips, and lower abdomen tend to gain fat. Our pants adjust sizes mainly in these areas, while parts like the calves, which usually don’t gain much fat, are designed to look stylish."

As Mokdan expanded online, sales began to grow significantly. CEO Jung said, "When we operated as a personal styling shop mainly for VIP customers, word of mouth spread and many customers from provinces visited, but time was limited, which was regrettable. After focusing on the online market where we could meet more customers, annual sales increased from hundreds of millions to billions of won."

Recently, Mokdan has actively used YouTube as a channel for product promotion. The 'Mokdan' YouTube channel has about 50,000 subscribers. CEO Jung appears in the videos herself, introducing fashion styling methods and Mokdan products in detail. Leveraging her experience, she shares fashion styling tips. She said, "I try to use friendly language instead of difficult fashion terms so that anyone can easily approach fashion," and added, "Sharing secrets on how to get ten times the value from one outfit using clothes has also been well received."

The introduction of 'YouTube Shopping' through Cafe24 has also been successful. Mokdan’s fashion products are featured within video content, naturally encouraging viewers to make purchases. CEO Jung explained, "Thanks to YouTube Shopping, middle-aged and older customers find Mokdan products and the process from discovery to purchase has become very convenient. About 70% of total sales come from the D2C shopping mall, and the biggest factor driving customer inflow there is YouTube Shopping."

CEO Jung’s goal is to grow Mokdan beyond a fashion brand into a lifestyle brand that embodies Korean sensibilities. She said, "My strength is sales ability. I want to collaborate with various small and medium-sized enterprises that have Korean perspectives and solid stories," and added, "In the future, I want Mokdan to become the number one lifestyle destination for stylish middle-aged people representing Korea."

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