Business · Companies · 4 hrs ago
Social media boost nearly triples sales at South Korean dog clothing factory
In Busan, South Korea, a daughter-in-law’s Instagram videos revived a dog clothing factory run by her mother-in-law, Park Gyeong-hui.
Park has made pet clothes for more than 20 years, but fewer business customers and growing competition left unsold stock piling up.
Her daughter-in-law, Lee Hwa-jeong, began promoting and selling the clothes online, while also taking on design.
A video showing the factory and its sewing work drew about 800,000 views, and many items made with South Korean fabric sell for less than 10,000 won.
After the videos spread, sales rose to nearly three times their earlier level, Lee said.
The surge in orders created stock and delivery challenges, so online sales were temporarily paused.
Lee plans to improve order management and continue live broadcasts, while Park says quality fabric and careful sewing remain central to the business.
A South Korean dog-clothing factory’s sales rose nearly threefold after the owner’s daughter-in-law promoted its products on social media.
Park Gyeong-hui has made pet clothes at her Busan factory for more than 20 years.
As existing clients dwindled and unsold stock accumulated, her daughter-in-law, Lee Hwa-jeong, began promoting and selling the clothes through Instagram.
A video showing the factory and its products drew about 800,000 views by November 14.
The surge in orders led the factory to temporarily pause online sales while it managed stock and orders.
- Who
- Park Gyeong-hui, who runs the factory, and her daughter-in-law Lee Hwa-jeong, who promoted and sold its clothes.
- What
- Social media promotion helped raise sales of the factory’s dog clothing to nearly three times their previous level.
- When
- The Instagram video had about 800,000 views by November 14; the timing of the sales increase is not stated.
- Where
- A pet-clothing factory in Jaesong-dong, Haeundae District, Busan, South Korea.
- Why
- Lee wanted more people to buy clothes that Park had made for years as unsold stock accumulated and existing clients declined.
This story does not have two clearly opposing sides.
Park began working in the sewing industry and making dog clothes.
Park moved the factory from a basement to a ground-floor location.
Orders surged and sales were estimated to have risen to nearly three times their previous level.
The Instagram video had about 800,000 views.
- Factory location
- Jaesong-dong, Haeundae District, Busan
- Factory owner
- Park Gyeong-hui, 63
- Years making pet clothes
- More than 20
- Instagram video views
- About 800,000 by November 14
- Sales increase
- Nearly three times the level before social media promotion
- Product prices shown
- 8,000 won for a dress; 7,000 won for a T-shirt
What people are saying
At first, rather than thinking about starting a big business, I mainly hoped that a little more of the clothes my mother-in-law had made for a long time would be sold.
What makes me happiest is that the factory has started to feel lively again.
These days, dogs are treated like people, so many people want to dress them in good clothes; the atmosphere is completely different from the past.
I think good fabric and perseverance are important to support social media and marketing.