DARKVICTORY(darkvictory.jp) has gained popularity among women customers who are in their 20s and 30s with its trendy and sophisticated styles of products since its opening in 2010.
Its unique designs of daily look have been received well as co-CEOs Kim Hye-Ryun and Song Mi-Ra involve in the entire production process from modelling to product planning, photo shooting and designing.
DARKVICTORY launched the English, Chinese, Japanese, Taiwanese versions of the website through cafe24’s global e-commerce platform to enter the global market in 2014 and gained local customers by providing localized shopping environment and implementing marketing strategies.
Last year, DARKVICTORY had a tenfold-growth in Japanese sales Product competitiveness and localized management strategies were considered as success factors.
Co-CEO Kim said, “For Japanese customers, we focus on user interface(UI) considering buying tendency and provide changes in order to make customers feel interesting every time she visits the site.” She also added that over 100 new products are updated per week and best-selling products are posted on the main page of the site.
DARKVICTORY and cafe24’s Marketing Center(cmcglobal.cafe24.com/glb) have worked together to promote overseas marketing in order to gain more customers by providing fun and the latest trend information to customers.
Japanese holiday marketing strategies are one of the successful marketing strategies they have done. For example, DARKVICTORY posts jackets, dresses and skirts for new students on the main page of the site with sales discounts during local school entrance season in April to have high purchase rate.
It also grants additional points for customers who follow its social media pages and reflects customers’ feedback instantly to expand customers.
Co-CEO Song said, “We focus more on mostly used SNS and actively communicate with customers through our official account in Japanese.”
DARKVICTORY plans to strengthen its products competitiveness by producing in-house products such as jeans and swimwear continually.
Co-CEO Kim said, “As Korean fashion is well received anywhere in the global market, we will release products, styling and contents that are only available at DARKVICTORY.”
Staff Reporter Yoon, Heeseok | pioneer@etnews.com