Once-forgotten fashion brands return with social media push

South Korean fashion brands that once struggled with slowing growth are regaining traction and entering a new growth phase, fueled by marketing campaigns on social media platforms.

E-Land World Co. said Tuesday that its casual brand WHO.A.U is on track to post record sales this year, surpassing 120 billion won ($83 million) after reaching 100 billion won last year. The figure represents more than twice its revenue during the slowdown of the 2010s.

Launched in 2000, WHO.A.U quickly became a hit among teens and young adults with its bear mascot and stylish yet comfortable designs. However, as the brand began to be seen in the 2010s as something parents wore, sales faltered, with annual revenue stagnating around 50 billion won between 2013 and 2019 and dipping to 48 billion won in 2020.

The brand’s comeback is largely attributed to its two-day, five-day production model, which enables quick product development based on consumer feedback.

The company first releases prototype items, gauges sales and social media reactions over two days, and moves to mass production within five days if demand is strong.

Another key factor is offline expansion.

The number of physical stores has grown from 67 in 2021 to 86 last year and 92 as of October this year.

Athleisure brand Andar is experiencing a similar rebound.

After posting operating losses of 12.1 billion won in 2019 and 8.9 billion won in 2020, the company was on the verge of bankruptcy.

Since 2021, however, Andar has turned itself around by developing its own fabrics, enhancing product quality and logistics, and repositioning as a premium athleisure label.

Last year, it reported 236.7 billion won in sales and 32.7 billion won in operating profit. Athleisure apparel blends the functionality of sportswear with the comfort of everyday clothing.

Analysts say these brands have improved customer satisfaction by engaging directly with consumers on social media and incorporating their feedback into product design, while attracting younger shoppers through expanded brick-and-mortar stores.