Unique children’s clothing brands gain popularity via social media

[Courtesy of Lotte Department Store Co.]

Small and independent children’s clothing brands in South Korea are gaining the attention of young parents through social media platforms, allowing them to open stores at department stores and shopping centers.

According to multiple sources from the retail industry on Sunday, three kids’ clothing brands that went viral on social media platforms opened their first stores at Lotte World Mall in Jamsil, southern Seoul.

DOTTODOT, a brand with nearly 230,000 Instagram followers, opened its first store at Lotte World Mall in September 2023, attracting hundreds of customers on the opening day.

The brand earns hundreds of millions of won in monthly sales with an average of 20,000 visitors per month.

BeneBene also opened its first flagship store at Lotte World Mall in December 2023 and mini PS MARKET in March 2024.

BeneBene and mini PS MARKET have 60,000 and 40,000 Instagram followers, respectively.

A key factor behind their success is pre-order options. The brands take orders one to two months before production begins to gauge demand.

During Covid-19 pandemic, small apparel companies had to start taking pre-orders because they were unable to stock large inventories as their bigger rivals did.

Consumers would place orders based on a schedule announced on social media and wait six to eight weeks to get their products delivered.

This approach creates a sense of exclusivity for their products among customers, mostly young parents in their 30s.

Their distinctive style, exclusivity, and affordable price compared to luxury items have resonated well with young parents.

In a survey of 1,000 consumers conducted by the Korea Federation of Textile Industries last year, 59.1 percent of children‘s clothing buyers were in their 20s and 30s.