CJ OnStyle's The AtG fashion shorts hit 40 million views on 'Kim Go-eun effect'

CJ OnStyle is making inroads with younger shoppers through a fashion short-form strategy built around Kim Go-eun, an influencer who rose to fame on the dating reality show "Solo Hell 5."

Short-form content for the company's in-house fashion brand The AtG accumulated more than 40 million cumulative views between January and May, CJ OnStyle said Wednesday. The strong response followed the brand's decision to name Kim Go-eun — a style icon among consumers in their 20s and 30s — as its brand ambassador.

A behind-the-scenes shoot video featuring Kim Go-eun has reached 12 million views, while a clip showcasing her off-duty fashion has approached 7 million.

A mobile live-commerce broadcast on May 14 featuring the designer brand Days Days collection — which drew attention through a Kim Go-eun photo shoot — pulled in 480,000 page views and exceeded the brand's internal sales target by 80 percent.

The conversion from short-form content to actual purchases has also been pronounced. Customers who discovered The AtG through short-form content this year spent about 70 percent more per order than the brand's overall average. Orders from shoppers aged 20 to 24 who bought The AtG products through the CJ OnStyle mobile app rose 16 percent from a year earlier.

Having confirmed that storytelling content centered on styling and wear experience drives purchases, CJ OnStyle plans to ramp up its fashion short-form output. The company established a dedicated Fashion Business Unit in an organizational restructuring earlier this year and has been cultivating fashion as a core growth category for its platform.

"In fashion, the key is not just product competitiveness but content that makes consumers seek you out on their own," a CJ OnStyle official said. "We will continue expanding video content that captures the identity and world of diverse brands, steadily strengthening our touchpoints with customers."