TWEE Strengthens Its Position as a Digital SPA Brand Through an OMO Strategy

Contemporary womenswear brand TWEE (www.twee.co.kr) is strengthening its competitiveness as a digital SPA brand by combining the advantages of both online and offline channels through an OMO (Online Merge with Offline) strategy.

TWEE continued to generate steady profits from its offline business even during the pandemic, a relatively rare achievement in the fashion industry. Building on this strength, the brand has continued to invest actively in its online business.

TWEE 2024 Fall Collection

Lee Ki-hyun, CEO of TNJ, said:

“Compared with Another TWEE, which was sold exclusively online with a focus on price competitiveness, TWEE has been distributed mainly through its own online store, W Concept, and Naver Brand Store since last summer. We believe one of the key reasons TWEE was able to achieve results within a relatively short period was the strong support of our medium- to large-scale flagship stores in major locations such as COEX and Lotte World Mall. We will continue to focus on creating greater synergy between our online and offline strengths.”

TWEE attributes its performance to continued investment in the offline customer experience, including store VMD, styling coordination, and product quality.

At the same time, the company is enhancing convenience in areas such as purchasing, payment, and delivery through its online channels. Through this OMO strategy, TWEE aims to further develop its business model as a digital SPA brand.

OMO (Online Merge with Offline) refers to a customer-experience-driven business strategy that removes the boundaries between online and offline channels. It enables customers to enjoy offline experiences through digital channels while also bringing the convenience of online services into physical retail environments. It is considered an evolution of O2O strategies, which primarily focused on integrating online and offline marketing.

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TWEE Starfield Suwon Store

CEO Lee Ki-hyun explained:

“Offline shopping malls, particularly major destinations in the Seoul metropolitan area, are becoming increasingly active. TWEE has strong brand awareness and is also well known among consumers from China, Southeast Asia, and Japan. Our strategy is to allow customers to fully experience the appeal of K-Style through medium- and large-scale offline stores, and then expand our global business through online cross-border commerce. To support this strategy, we are preparing a range of events that will allow customers to experience the brand more deeply in our physical spaces.”

Expanding Global Business Through Cross-Border E-Commerce

In the past, TWEE pursued international expansion by opening large offline stores in markets including China, Japan, Malaysia, and Singapore.

However, the company also faced challenges arising from high operating costs and limitations in localization.

More recently, TWEE has accumulated greater internal expertise and infrastructure through e-commerce, providing a stronger foundation for the expansion of its CBE (Cross-Border E-Commerce) business.

In Korea, TWEE plans to maximize the synergy between its online and offline channels through its OMO strategy.

In overseas markets, the brand aims to strengthen long-term sustainability by utilizing e-commerce platforms in China, Japan, and Southeast Asia, allowing it to deliver trend-driven products to global customers in a timely manner.

Meanwhile, TWEE’s online-exclusive brand Another TWEE is currently undergoing a full-scale renewal.

The company plans to change the brand name as part of the renewal and increase investment with the goal of achieving a leading position on contemporary fashion platforms such as Zigzag and ABLY.