Posty: Older Men's Spending Soars 219% Thanks to Personalized Services

## Middle-Aged Men Emerge as New 'Big Spenders' in the Fashion Market In the recent fashion market, middle-aged men, particularly those in their 40s and 50s, are rapidly emerging as powerful consumers. The landscape of online fashion commerce, once dominated by women, is quickly being reshaped by the emergence of these 'grooming tribes' (men who actively manage their appearance). Data from 'Posty', a fashion platform for the 40s and 50s, clearly illustrates this change. Throughout 2024, transaction volume for men's brands surged by an astounding 219% compared to the previous year, and as of this year, it has further increased by 126% compared to the same period last year, demonstrating overwhelming growth in the men's category. This trend aligns with the growing number of middle-aged 'grooming tribe' men who do not hesitate to invest in their appearance and style. Posty, originally targeting middle-aged women, successfully identified the needs of naturally influxing male customers, significantly expanded its men's brands, and implemented a reasonable pricing policy. In response to this trend, Posty operates exclusive monthly special exhibitions for male customers and targets the 'grooming tribe' through various methods such as live broadcasts and short-form content. Particularly noteworthy is the customized review information feature introduced last January. By allowing male customers to filter and view reviews only from buyers with similar body types, it significantly reduces the uncertainty about 'fit' – a common drawback of online shopping – leading to high customer satisfaction. These strategic efforts are yielding tangible results. In 2024, the number of active customers increased by 52%, and cumulative members surpassed 1 million. Annual transaction volume exceeded 100 billion Korean Won, the number of partner brands is over 2,400, and cumulative downloads reached 7.5 million. Recognizing that middle-aged consumers with high purchasing power are a new key driver in the online commerce market, Posty plans to continue focusing its efforts on improving service convenience and developing diverse special exhibitions to ensure they can enjoy reasonable and satisfying shopping experiences. Posty's journey, leading the growth of the middle-aged men's fashion market and creating new trends, is garnering attention.