[A Wholesaler's Daily Life] From the countryside to Seoul, an interview with the 9th years CEO of wholesale business

Q. Please introduce yourself and your store.

Hello, I’m Seung-joo Woo, the owner of two stores in Theot and a newly launched online store. I have been in wholesale for 9 years, and Theot’s two stores focus on women’s clothing, while the online store features unisex products. 

'Flat you' emphasizes cost-effectiveness and targets customers in their early to mid-20s, often working with Japanese clients. On the other hand, 'Aube Endear' targets those in their late 20s to early 30s, offering slightly higher prices but exceptional quality. Initially, we aimed for the Chinese market, but we now have a larger customer base in Korea. 

Our strengths lie in our excellent production infrastructure and quick response times. There’s a growing trend among stores in Korea to focus on in-house brands, and we also carry a significant number of our own brand products.

Q. How did you start your wholesale business? 

I’m originally from the countryside, and watching a relative who lived in Seoul operate an online store made me think that working in fashion could be interesting. 

I started with fabric-related work to learn about textiles, but I felt it wouldn't significantly help me run a store, so I joined a team that created men’s clothing online stores, marking my formal entry into this industry. I was drawn to the fast-paced and vibrant atmosphere of Dongdaemun! 

I’ve been in business for about 9 years now, but the sixth year was particularly tough. I was running a t-shirt printing business, but it wasn’t doing well, and I seriously considered leaving Dongdaemun. The lack of know-how, design issues, and inadequate client management were major problems. 

Then, I discovered Sinsang Market, which helped solve many of my issues. Client management became easier, and I could track trends through the top 10 products on Sinsang Market, allowing me to improve my offerings. Most importantly, the opportunities to promote my brand online increased significantly, resulting in a substantial rise in sales.

Q. What key points do you insist on when making clothes? 

I personally consider comfort to be the most important factor. No matter how good the design is, if it’s uncomfortable, people won’t wear it. 

However, focusing on comfort tends to increase production costs. Considering our target audience, it’s not easy to raise prices, so I concentrated on negotiating with factories. I tend to maintain long-term relationships with factories after contracts, and fortunately, the factory owners I’ve worked with for a long time have agreed to keep prices down while maintaining quality.

Q: Has Sinsang Market been helpful for your business? 

Our store is located in a corner and isn't very visible, but that means lower rent. We’ve invested the saved costs into advertising on Sinsang Market and promoting through various channels. Utilizing advertising has significantly increased our client base through Sinsang Market.

Q. What does 'Dongdaemun' mean to you? 

I think of it as 'a place that I hope never disappears.' Dongdaemun is a place that chases cutting-edge trends, where even in autumn, preparations for spring products are already underway. I find this rapid pace exciting but sometimes exhausting. 

Nevertheless, as Korean fashion begins to gain global recognition, the environment has improved significantly. My parents used to strongly oppose me working in Dongdaemun, thinking poorly of the market image. I often felt hurt when people would ask about my job and I had to keep it a secret. However, the market has transformed into a recognized place now, and my parents are proud of it. 

I hope that Dongdaemun remains a proud and shining stage in the future. Although online marketplaces may lead to a decrease in offline stores, I hope it continues to shine in whatever form it takes.