Fashion platforms that have grown primarily among women in their teens and 20s are now expanding their customer base to include the more affluent demographic of women in their 30s. Strategies include redesigning app interfaces with a more mature aesthetic, discovering designer brands, and expanding product lines that consider women’s life stages—all aimed at encouraging spending by women in their 30s.
According to industry sources on the 28th, 29CM, operated by Musinsa, will expand its brand curation with a core focus on women aged 25–39. This decision is based on the assessment that this age group actively invests in products aligned with their tastes and interests.
In particular, to nurture high-quality designer brands that attract significant interest from those aged 30 and above, 29CM applies differentiated support methods according to each brand’s growth stage. Brands in their early stages receive opportunities for content exposure and participation in curated events, while brands entering a growth phase are supported through exclusive releases, promotions, and styling content to drive sales expansion and build fan communities.
The acquisition by Musinsa also proved highly effective, as it brought in brands across various categories including casual wear and sportswear. The platform operates primarily with products featuring original brand designs or compelling narratives, excluding items involving duty-free rebranding or label changes. As a result, the number of fashion brands recording cumulative transaction volumes exceeding 3 billion won in the first half of this year increased by more than 85% compared to the same period last year.
Beyond fashion, the platforms are also targeting women’s daily lives overall. Notably, they have expanded product offerings under the category 'Igu Home (29CM HOME)' for home-related items. Transaction volumes in this sector have grown by an average of more than 50% annually over the past three years. Similarly, transaction volumes for 'Igu Kids (29CM KIDS)', targeting customers with children, surged by more than 173% in the first half of this year compared to the same period last year. The food category also expanded, recording increases of more than 41% during the same period, while desserts saw a remarkable rise of 691%. This strategy aims to broaden consumption areas beyond fashion—into home, children’s products, and food—to retain users even as their age group matures.
A 29CM representative stated, "By strengthening curation centered on women aged 25–39 who invest in products that match their tastes—even at higher price points—we have seen continued growth not only in fashion but also in lifestyle categories." They added, "We will extend our experience in discovering and supporting brands from the women’s fashion sector into home, kids, and food categories to enhance competitiveness across each field."
Zigzag, operated by Kakao Style, is also transforming its platform structure to expand its customer base to include women in their 30s. Previously known for attracting a strong influx of users in their 20s, Zigzag has set a goal this year to reach customers up through their late 30s.
A noticeable change is the app’s overall atmosphere. The platform has shifted from its previous bright, pink-dominated aesthetic to monochrome tones such as beige as its primary color scheme, aiming to create a calmer and more mature user environment.
Product categories have been strengthened to reflect women’s life stages, including the introduction of a maternity wear category. The number of brand fashion retailers joining the platform in the first half of this year increased by 12% compared to the same period last year. Zigzag plans to accelerate brand onboarding and particularly strengthen 'Selected,' its curated designer brand shop.
Strategies targeting women in their 30s are yielding results in transaction volume growth. Transaction volumes from customers in their 30s increased by approximately 23% in the first half of this year. Notably, when measured against participating online stores, transaction volumes from women in their 30s reached an all-time high. Their share rose to 43%, an increase of about 11 percentage points.
Ablely, which has a higher proportion of users in their 20s, is also expanding its product categories beyond fashion into beauty, home decor, and food. It has launched services like 'Ablely Place,' allowing users to find and reserve offline stores via the app, introducing offerings that target all age groups.
The reason platforms are targeting women in their 30s is that this demographic possesses higher purchasing power than those in their teens and 20s, has broader consumption interests beyond fashion, and can drive up average transaction values. An industry representative noted, "To capture this group, platforms are evolving to enhance competitiveness not only in brands and products but also in app design, content, and lifestyle areas."
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