This South Korean online store specializing in daily look for working women, BAD DIARY (http://en.baddiary.com), has targeted the global market by continually checking out the total sales, and products by the number of clicks and others.
Since popular styles and products in Korea are accepted by global customers, BAD DIARY has applied customers’ preference on product updates with various colors.
BAD DIARY has a separate category of plus size items on its multi-languages shopping mall websites. As it carries a wide variety of sizes, the global customers can wear clothes comfortably regardless the body shapes.
In 2013, BAD DIARY opened its English, Chinese and Japanese versions of the websites through cafe24(www.cafe24corp.com/en), the global e-commerce platform, to enter the global market. It has been under the spotlight especially in China. Recently, it is also getting positive responses from English-speaking countries.
“With experiences in Korea, I’ve decided to develop the infrastructure for global online business in order to secure the market share in the global market” said CEO of BAD DIARY, Choi Min-Hye. She added, “I am also considering expanding the sales channels through globally well-known online marketplaces while enhancing the multi-languages websites.”
CEO Choi said the secret to success lies in serving truthful customer service. Every time she trains employees, she emphasizes the importance of customer service. Since most of the customers look for products that they can wear on special occasions, it provides customized precision styling based on customers’ preference.
Operating a call center in South Korea, it has been able to respond immediately to the need and voice of customers. It also has a variety of global communication channels to suit the local customers’ need based on the knowledge gained from her experience in the field.
BAD DIARY’s another competitive edge is that it inspects all process including from checking the use of top-quality materials to dressmaking techniques. Since its opening of the business, CEO Choi has selected every product by herself to present high quality rather than to offer products at cheaper prices.
“As 70% of the customers are women in their 30s with an eye for fashion, high quality of products and customer services have been the keys to success” said CEO Choi.
BAD DIARY will plan to manufacture more items in-house which account for 30% out of the total sales, and provide trendy items to boost customer satisfaction.