여성 캐주얼 브랜드 더바넷(The Barnet, 대표 정해신)이 29CM가 운영하는 ‘수요입점회’에서 단 24시간 만에 12억 원의 매출을 달성하며 브랜드 단일 행사 기준 역대 최고 성과를 기록했다.
수요입점회는 29CM가 매주 수요일마다 24시간 동안 신규 입점 브랜드를 소개하는 콘텐츠로, ‘더바넷’ 수요입점회는 10월 15일(수) 오전 10시부터 10월 16일(목) 오전 10시까지 총 24시간 동안 진행됐다.
약 1만 건의 주문이 발생한 ‘더바넷 수요입점회’는 ‘아덴 볼링백(Arden Bowling Bag)’ 선발매와 함께 전 품목 29% 쿠폰 할인 프로모션을 중심으로 진행됐다.
특히, ‘클라우드 재킷 바이 히노데(Cloud Jacket by HINODE)’, ‘랑 스트라이프 오버핏 티셔츠 그레이(Lang Stripe Overfit T-shirt_Grey)’, ‘캔버스 바렌 토트백 버건디(Canvas Baren Tote Bag_Burgundy)’, ‘캠피 스웻 집업 후디 재킷 그레이(Campie Sweat Zip-Up Hoodie Jacket_Grey)’, ‘대디 루즈핏 데님 팬츠(Daddy Loose-Fit Denim Pants)’ 등의 제품이 높은 인기를 끌었다.
더바넷은 매출 성장의 핵심 요인으로 행사 기간 동안 공식 인스타그램(@thebarnnet)을 통해 주요 할인 품목을 실시간으로 노출하고, 콘텐츠 계정(@lovebarnnet)을 통해 고객들과 적극적으로 소통하며 구매 고민에 실시간으로 답변하는 등 ‘참여형 커뮤니케이션’을 강화한 점을 꼽았다.
더바넷 관계자는 “브랜드를 좋아해주시는 고객분들과의 가깝고 진정성 있는 소통이 곧 판매력으로 이어졌다는 점에서 매우 의미 있는 결과”라며, “앞으로도 다양한 방식으로 고객 접점을 확장해 브랜드 경험을 더욱 풍부하게 만들어갈 계획”이라고 밝혔다.
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