To the Next Victoria's Secret of Asia
CEO of Sara’s Fit, Kim Min-kyung (Transportation & Logistics Engineering, Master’s Degree)
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“80 % of women don’t know their right bra size and face difficulty wearing it,” explained Kim. Sara’s Fit is a custom-made underwear brand that has been established about one and a half year ago and is gaining great support from a lot of women due to its comfortable and modern design. With its 24 different types of categorization method and one-on-one consulting with every customer that takes from half an hour to an hour, Sara’s Fit tries to deliver the right type of underwear for women.
Challenges to find a career
Although Kim’s initial dream was to become a professor, her dream has changed completely after experiencing exchange student programs in her junior year. “I started to realize that my dream of becoming a professor was to show off to other people that I have been diligent all my life,” said Kim. After the exchange student program, Kim was attracted to other programs that gave her more chance to interact with foreign countries. Still, even upon her graduation, she could not find what she really wanted to become. After graduation, Kim was studying MBA program at the United States, when she realized that there was a lot of start-up booms in the country. “People were not afraid of starting their own business. In Korea, start-ups were yet to be popular then,” explained Kim.
Through Kim’s memories of openness of people regarding underwear in the United States, she started to think that accumulating data of customers would become a huge industry in Korea. Since Kim did not major in fashion design, there were a lot to learn from the beginning. “Underwear design is a very secretive field with high entry barriers. It takes years to learn the critical knowledge since there are only a few designers that could make the right designs,” explained Kim. After recruiting one of the best underwear designers in Korea, Kim and her partner have established Sara’s Fit. “Sara seemed to be a very friendly name in Asia which we decided to name for our clients and the consultants at the same time.”
Being the Boss
Kim has experienced diverse types of careers from MBA, Samsung SDS to KOTRA after graduation. “There was little that an employee could do in terms of making decisions although there were some good things about belonging in such a huge corporation,” recalled Kim. Since Kim has to take care of the funding to expenditure, there is a lot at stake which gives her the motivation and responsibility at the same time. Algorithms that match customers to their perfect-fit underwear is on its way to put to action. Investments are also on its way.
Kim has the dream of making Sara’s Fit into the next custom-made Victoria’s Secret of Asia. “Europe and America has a huge market of custom-made underwear. Asia, however, is on its way of developing at the moment,” added Kim. Expanding to overseas market would be the next step for Sara’s Fit. “It’s all planned out at the moment and we are on our way to open up different line-ups for customers of diverse age groups as well,” said Kim. Heartwarming moments exist when Kim’s customers with different body shapes return to the shop and thank her. “It’s not just what you wear. It’s how you wear it that’s also important and a lot of people don’t know it yet so we will try our best to provide the best for the customers.”
Kim Seung-jun email@example.com
Photos by Kim Youn-soo
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