The Dongdaemun wholesale business district, once struggling due to the impact of COVID-19, is experiencing a revival through the power of social networking services (SNS). This resurgence is reminiscent of the traditional “bond shopping” experience that individual consumers used to enjoy at the Dongdaemun Dawn Market in the past.
Within the fashion industry, brands known as “Wholesale House” are leveraging SNS platforms to target online shopping communities successfully. These brands, such as “Bergamot,” “Pretty Young Ting,” and “Once,” have amassed a significant following on Instagram, ranging from 70,000 to 100,000 followers. By showcasing their products through models and engaging with consumers actively, these brands are building a loyal fan base.
Unlike traditional retail models, most wholesale house brands primarily engage in business-to-business transactions. This means that individual consumers often need to navigate through platforms like Zigzag or Able to access and purchase products from these brands. The marketing efforts on YouTube and SNS channels have led to a surge in search and sales volumes on major fashion platforms.
Platforms like Zigzag have reported a substantial increase in transaction volume for brands like “Pretty Youngting” and soaring search volumes for brands like “Basket,” “Once,” and “Founders.” Similarly, ABL has witnessed a surge in wholesale price keyword searches, indicating a growing interest in these wholesale house brands.
The current trend of online wholesale shopping reflects a revival of the cost-effective shopping practices that were prevalent at Dongdaemun Dawn Market in the early 2000s. What was once a physical marketplace experience has now evolved into a digital landscape where consumers explore brands through SNS, compare prices on platforms, and engage in online transactions.
Individual consumers are actively searching for specific brand names and products, like the “De Ondo Cashmere Cardigan” and “Pretty Young Ting Blouse,” before making their purchases. Wholesale Taek brands are gaining popularity by offering products across various price ranges, from affordable T-shirts to high-end coats. Brands like OOTJ and ‘Once’ are expanding their reach by opening stores and attracting both local and international customers.
The Dongdaemun Wholesale Market, which has a rich history of catering to consumer shopping needs, faced challenges during the pandemic but is now adapting to the digital landscape by leveraging SNS channels. The shift towards online wholesale shopping signifies a new era for consumers, where they can explore a wide range of products, compare prices, and make informed purchasing decisions from the comfort of their homes.
In conclusion, the transformation of the Dongdaemun wholesale business district underscores the resilience and adaptability of the fashion industry in responding to changing consumer behaviors and market dynamics. As technology continues to shape the way we shop and interact with brands, the future of women’s fashion remains promising, with online platforms offering a diverse and accessible shopping experience for consumers worldwide.
