Fashion Platform Zigzag Sees Spike in 35-44 Age Group Users

Zigzag, with its rapidly emerging 3040 female customer base, signals a shift in the fashion platform market landscape. Kakao Style's fashion platform 'Zigzag' is breaking the stereotypes of the fashion platform market, showing explosive growth centered around female customers in their 30s and 40s. The past trend of online fashion platform usage predominantly by the 1020 generation is remarkably expanding to age groups 35 and older. Zigzag's analysis of customer data for those aged 35-44 from January to August this year shows unprecedented growth, with transaction volume for this age group skyrocketing by an impressive 134% compared to the same period in 2023, and the number of purchasing customers also increasing by 124%. The number of new subscribers also grew by 70% compared to 2023, resulting in the proportion of 35-44 year olds among Zigzag's total purchasing customers increasing by approximately 10 percentage points compared to 2023. This change demonstrates that, contrary to the existing perception that customers aged 35 and above prefer offline stores or specific brand malls, they are actively increasing their shopping through online fashion platforms. The analysis suggests that the scaling up and branding of online shopping malls, which led to the large-scale introduction of reasonably priced private label products, was a key factor. In fact, the store most frequently purchased by 35-44 year old female customers was 'Slowand', which is popular for its cost-effective and basic-design private label products, followed by 'Dearment', 'Realcoco', 'Baydaily', and 'K-Club'. Shopping malls with high year-on-year purchase count growth rates included 'Urbane' (398%) and 'Manique' (357%), proving the high interest from these age groups. Furthermore, this year, brands targeting customers up to their 40s, such as 'Dunst', 'Nick&Nicole', 'Setter', and 'Sita', have newly entered the platform, accelerating customer base expansion. Notably, 'Selected', a brand select shop officially opened in April this year, also successfully settled in, with transaction volume from 35-44 year old customers increasing by 63% by August compared to its pilot operation in October last year. The most purchased brand by this age group on Selected was 'General Idea', with 'Twee', 'Berry C', 'Compagno', and 'Leclow' also gaining popularity. A Kakao Style official explained, "As women in their 30s and 40s actively participate in reasonable and trendy online fashion consumption, the perception that shopping malls are only for those in their teens and twenties is changing." They added, "The perception of shopping malls is expanding from simply selling cheap clothes to being a place that offers apparel with both good value for money and design," emphasizing that Zigzag is leaping forward to become a comprehensive fashion platform encompassing all age groups.