Young Generation Revives Dongdaemun Fashion through SNS
Creatrip Team
a year ago
Dongdaemun fashion, once stagnant due to COVID-19, is experiencing a revival as young consumers connect with wholesale fashion brands through social media. These 'domaetaek' brands actively engage with consumers via Instagram, gaining popularity despite primarily selling B2B. Online platforms are important for individual consumers to shop these brands, leading to significant increases in search and transaction volumes. The trending shopping style mimics past consumer behavior of visiting Dongdaemun's early morning markets but now leverages SNS for exploration and comparison shopping. Famous brands, endorsed by K-pop stars like aespa's Karina wearing OOTJ denim, have gained fans and expanded to direct consumer sales. The collaborative growth of Dongdaemun fashion and women's fashion platforms is positioning these brands positively in the market.
