ROLE
Founder
Designer
Marketer
YEAR
2015-2017
TYPE
Fashion
Business
Problem
•
In 2015, amid a sock trend in Korea, a single major corporation monopolized distribution channels, forcing consumers to use less convenient channels like joining cafes to find the socks they desired.
•
My goal was to create unique socks to introduce diversity in fashion preferences and break into the market as a new player.
Iteration
•
Manufacturing adult socks in-house proved costly due to production expenses, operating costs, and minimum production quantity restrictions. It became apparent that it would be challenging to increase market share as a player with these cost constraints.
•
The target users who could afford high-quality socks at a higher price point were identified as parents wanting the best for their children, friends, and more.
•
As a solution, we pivoted from adult socks to children's socks in our product category.
Learning
•
Despite changing the target audience, the demand for socks remained low, and it wasn't a market where users were experiencing significant discomfort or growth.
•
Ultimately, I learned that I needed to focus on identifying pain points for users rather than pursuing a business that aligned with my personal interests.