Shinsegae's online fashion platform to promote lifestyle goods using short-form video content

By Kim Joo-heon Posted : April 29, 2022, 10:32 Updated : January 12, 2023, 16:58

[Courtesy of W Concept]

SEOUL -- W Concept, the online fashion platform wing of South Korea's retail giant Shinsegae, will promote various lifestyle products including rugs using short-form video content targeting young consumers who enjoy watching short video clips using their smartphones.
Short-form videos that are about 15 to 60 seconds long are used to grab the attention of students and workers living busy lives. Using various visual and sound effects, short-form content mesmerizes viewers who watch content to take a short break from work or while waiting for public transport. Social media platforms have launched short-form content such as YouTube Shorts and Reels. TikTok is also widely used in South Korea with more than 6 million monthly active users as of April 2021.  
According to W Concept, the company's sales increased by 60 percent when it promoted an exhibition that showcased various types of phone cases made by a domestic lifestyle brand called "High Cheeks" in April 2022. Various information including the product's color and size was introduced using short video clips. 
W Concept said in a statement that short-form content will be used to promote lifestyle brand Wiggle Wiggle's rug products for about two weeks starting on April 29. Rugs can be used as couch covers and other interior materials. W Concept will showcase how a total of four rug products can be used for camping and other outdoor activities with an actual model sitting or lying on the rug. Discounts of up to 20 percent will be offered.   
"We will continue to showcase many different lifestyle brands and products through differentiated content," W Concept official Kim Min-soo said in a statement on April 28.
W Concept has collaborated with many popular designers in South Korea and abroad, attracting many young female consumers. In April 2022, the online fashion platform showcased a virtual reality showroom where customers can try on some 50 popular brands' fashion items. Styling guides were provided through virtual models in the showroom. W Concept opened its first offline shop at a Shinsegae Department Store in the south of Seoul in March 2022. 
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