CJ OnStyle is strengthening its content-commerce business by turning fandom-based intellectual property tied to film and sports into shopping experiences.
Industry officials said CJ OnStyle has partnered with The Walt Disney Company Korea to run a large branding campaign inspired by the film ‘The Devil Wears Prada 2,’ which is set to open on the 29th. The campaign runs through May 14.
CJ OnStyle said it is the only commerce platform in South Korea running the campaign. The slogan is “This summer, OnStyle wears the devil.” The company is combining film content with its retail platform, targeting overlap between its core customers — women in their 30s and 40s — and the movie’s fan base.
The main concept is “Runway to Realway,” aiming to bring the film’s fashion into everyday wear. CJ OnStyle curated about 2,500 style items, from office looks to resort wear, reflecting the storylines of the two main characters.
To extend the film theme across the shopping experience, CJ OnStyle redesigned its mobile app interface, circular launcher logo and live-streaming studio around the movie concept.
CJ OnStyle is also expanding its approach to Korea Baseball Organization, or KBO, goods, saying baseball fans’ spending has moved beyond stadium cheering to everyday self-expression. Instead of simply printing team logos, it planned merchandise focused on fashion accessories that can be used naturally for commuting, outings and travel.
Based on CJ OnStyle’s analysis of KBO goods sales data from April 9 to 25, fashion accessories such as bandana scarves, lightweight folding umbrellas and stadium-bag key rings ranked among top sellers. Cumulative sales reached 35,000 items in about 10 days after launch, and fashion accounted for 52.8% of total sales.
A CJ OnStyle official said the company will continue to strengthen content-commerce competitiveness through differentiated IP that gives customers more reasons to visit and more to enjoy on the platform.
* This article has been translated by AI.
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