Custom Underwear Design through Body Shape Managers... Capturing Female Customers in Their 40s to 70s [fn·Korea Industrial Complex Corporation Joint Planning]

"Our goal is to become a global brand within 10 years through data-driven design."

Najinwon, CEO of Jenny Fashion (photo), stated in an interview with our paper on the 29th, "There is still much to do in the textile industry." Jenny Fashion, headquartered in Gasan Digital Complex, Geumcheon-gu, Seoul, is a small and medium-sized enterprise that manufactures and sells one-on-one custom body-shaping underwear. Recently, they have been designing custom underwear based on their self-developed app and body shape manager system, and are preparing to establish a smart factory based on microcurrent technology and artificial intelligence (AI).

Jenny Fashion officially entered the niche market of custom shapewear in 2015. From the following year, market responses began to emerge, focusing on elderly women, and currently, products are sold based on a network of over 50 offline stores and body shape managers nationwide.

The core customer base is women in their 40s to 70s. Many customers are concerned about body shape changes after childbirth. CEO Na said, "In the past, it was accepted as one aged, but nowadays, even those over 60 are actively participating in social activities," adding, "Once you understand the impact of underwear on outerwear, that is, the difference in fit, you won't wear just any underwear."

The products are characterized by designs that consider the supplementation of body functions. High-functional materials such as steel bones (steel supports), terahertz fabric, and magnetic buttons are applied, and pressure areas like the lower abdomen, waist, and shoulders are custom-designed according to individual body shapes.

One of the differentiation strategies is the body shape manager system. The customer's body data is directly measured and input into the app, then computerized and delivered to the design team. Body shape managers are issuing private certifications through self-education, and they are currently visiting sites nationwide to conduct custom fittings.

Jenny Fashion is also planning to establish a smart factory. They already hold over 30,000 customer body shape data and are developing automatic design and AI-based feedback systems utilizing this data.

The market itself is also growing. According to the market research firm Research and Markets, the global shapewear market was valued at $190 million (approximately 262.5 billion won) in 2020, and is expected to reach $370 million (approximately 511.3 billion won) by 2028 with an annual growth rate of 8%.

Jenny Fashion is focusing on targeting the global market. In the North American market, there is already an increasing demand for plus sizes and health functions simultaneously. CEO Na emphasized, "In China, there have been traders purchasing our products for over 10 years," adding, "We plan to expand exports to North America and Asia, increasing sales by more than five times."


jimnn@fnnews.com Shin Ji-min Reporter