Sejung’s online brand WMC thrives among young consumers

CEO Park Ira

South Korean fashion company Sejung, with a history spanning over 50 years, is seeing a surge in sales for its online brand WMC which is capturing younger consumers’ attention. According to industry sources on Monday, Sejung’s WMC, launched in 2020, is expected to achieve over 150 percent year-on-year sales growth by the end of 2024.

The brand experienced a sharp rise in popularity after collaborating with Hina, a member of the popular girl band QWER, in July, with WMC’s sales skyrocketed by more than 500 percent in July and August compared to the same period in 2023 following the release. The collaboration’s launch, featured on the ‘Musinsa Live’ platform, propelled WMC to the top of the Musinsa Store’s brand rankings, with its products occupying the top through twelfth spots in real-time product rankings.

WMC’s momentum continued with its offline success. The brand’s pop-up store at Hyundai Department Store’s Pangyo branch, held between August and September 2024, saw its limited edition “long-sleeve” product sell out. In addition to clothing, WMC collaborated with the living brand EACHIKE and footwear brand YASE, receiving positive feedback for these partnerships.

With WMC’s success, Sejung’s brand image is evolving to appeal to younger consumers. Traditionally known for brands like Wellmade and Olivia Lauren, which cater to middle-aged customers and focus on offline retail, Sejung is shifting its attention to the younger demographic. The change is largely being driven by the company’s second-generation, with CEO Park Ira, born in 1978, emphasizing online casual brands as well as successfully expanding Sejung’s customer base to include consumers in their teens and twenties.

Another key brand driving Sejung’s modernization is DEINET, founded by Park in collaboration with former “Matinkim” CEO Kim Dain. DEINET quickly gained popularity after its launch in February 2024, selling out shortly after its release. Thanks to Kim’s strong fanbase, the brand achieved sales of 1 billion won ($735,000) within a month.

Both WMC and DEINET have garnered a loyal following of customers in their teens and thirties, initially via online sales but now expanding their presence to offline retail as well. In a further move to broaden its appeal, Sejung announced on Monday that it will open its first curated showroom, “DAECHI 342,” at its headquarters in Seoul’s Gangnam district.