Strategic Go-To-Market Plan for a Korean Fashion Lookbook App
(Fictional project for portfolio use only)

✍️ Summary
This project showcases my ability to localize and launch a Korean fashion-tech product in the European market through strategic content, influencer collaboration, and user engagement. It focuses on adapting a Seoul-based lifestyle app for Gen Z and Millennials in Germany, blending Korean street style with local cultural relevance.

1. Project Overview
Brand: Stylog
Industry: Fashion-Tech / Lifestyle App
Product: Korean fashion lookbook + outfit journaling app
Market Target: Germany (as the first entry point to Europe)
Objective: Launch Stylog in Germany by creating strong cultural fit, building brand awareness, and driving installs and long-term engagement.

2. Why Germany?
- High digital literacy and mobile app adoption
- Fast-growing K-fashion and K-culture fanbase
- Cities like Berlin and Hamburg are trend-forward and culturally diverse
- Underserved market for daily outfit apps with community features and aesthetic value

3. Target Audience
Primary Segment: Gen Z & Millennial women (18–35), interested in slow fashion, personal styling, K-pop/K-fashion, and self-expression through outfit journaling
Secondary Segment: Fashion students, capsule wardrobe users, micro-influencers, and trend-watchers on Instagram and TikTok

4. Positioning Statement
Stylog is your everyday style companion - where Korean fashion meets European creativity. Discover, log, and share outfits in an app that turns personal style into a visual story.

5. Localization Strategy
- Language & UX: German/English interface, Celsius-based weather, localized style tags (e.g., Berlin Casual, Vintage Street)
- Content & Visuals: Local sizing options, realistic seasonal outfits, diverse model representation
- Cultural Fit: Use of European layering trends, capsule wardrobe features, and a minimalist layout with a muted, neutral-toned color palette inspired by Berlin street style — including shades like charcoal, taupe, sage, and soft ivory.

6. User Journey: From Discovery to Daily Use
- Discover → Sees TikTok or IG Reel from a Berlin fashion influencer using Stylog
- Download & Onboard → Personalized onboarding based on style preferences and location
- Upload OOTD → Posts outfit with tags like #BerlinLookbook or #StylogStyle
- Join Challenge → Participates in a weekly styling challenge (e.g., “7 Days of Neutrals”)
- Engage Again → Receives weather-based outfit prompts and gets featured on the explore page

7. Launch Timeline
Phase Time Frame Objective
Pre-Launch 4 weeks Build anticipation and waitlist
Launch Week 1 week Maximize app visibility and installs
Post-Launch 6–8 weeks Drive retention, habit-building, and UGC

8. Marketing Strategy
📣 Pre-Launch
- Teaser campaigns on Instagram & TikTok: “Your Berlin Closet Starts Here”
- Early access waitlist and giveaways
- Influencer PR boxes: Polaroid-style outfit cards, magnetic phone stand, mini closet planner, mood sticker sheet
- Interactive IG Stories: “Which fashion tribe are you?”

🚀 Launch Week
- Creator-led “Week in My Closet” Reels
- Stylog pop-up booth or café collaboration in Berlin with QR code menus
- Paid ad campaigns with short-form videos and app demos
- Reposting UGC from early adopters

🔁 Post-Launch
- In-app styling themes and content calendar (e.g., “Closet Reset Month”)
- Rewards for consistent posting and challenge completion
- Biweekly recap emails: “Your Closet at a Glance”
- Featuring top users through the “Stylog Creators” program

9. Partnership Opportunities
To strengthen Stylog’s launch and cultural fit, the following local partnerships are proposed:
- Fashion Schools (e.g., AMD Berlin): Student-led styling series featured in the app; on-campus Stylog challenges to build awareness
- Zalando or About You: Affiliate-style outfit tags within the app, allowing users to “shop the look” via major platforms
- Korean Lifestyle Cafés in Berlin: Co-branded events or QR-code table cards linking to app download page
- K-pop Dance Studios or Culture Events: Sponsorship of events that target Stylog’s core audience
- Micro-Brand Collabs: Feature small Berlin-based sustainable or streetwear labels in app styling challenges

10. Key KPIs
App Downloads (Month 1) : 5,000+
DAU/MAU : >30%
UGC Posts : 500+ within first month
Email Signups : 2,000
Influencer Campaign Reach : 500K+ total impressions

11. Challenges & Solutions
- Low initial app adoption due to saturation --> Focus on unique value (visual outfit journaling + K-fashion positioning) and exclusive early access campaigns
- Perception of Stylog as “too Korean” --> Blend Korean aesthetic with localized visuals and filters like Berlin Casual or Urban Vintage
- Retention drop after first install --> Introduce a gamified reward system and push notification styling tips to build daily habits
- App store discovery limitations --> Combine influencer seeding with optimized App Store/Play Store listings and app review content

12. Cross-Functional Collaboration
This strategy assumes collaboration with:
- Product team for localization, onboarding flows, and UX testing
- Design team to adapt visuals and promotional assets for the German market
- Influencer & community managers to identify creators, manage content seeding, and track engagement
- Customer support for onboarding help and feedback collection

🧠 Personal Takeaway
Through this project, I explored how a digital lifestyle product rooted in Korean fashion culture could be meaningfully adapted for a new market. This experience reflects my ability to combine cultural insight, user behavior analysis, and platform-specific strategy to create a localized marketing approach that is both exciting and achievable.


Localization Strategy · Global Market Entry · Gen Z Marketing · Content Planning · Digital Launch Campaign · Influencer Activation · User Journey Mapping · Strategic Go-To-Market Planning · Performance Metrics