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"Likenot's specialty is analyzing sizes and fits based on its body type data of 160,000 Korean women. The company makes underwear that accurately captures and solves the pain points that Korean women experience when wearing off-the-shelf underwear."
Likenot is a startup that makes and sells underwear that fits the body type of Korean women based on its body type data. It was founded in June 2021 by CEO Yerin Lee (30). Developed by utilizing Korean women's body type data, Likenot's products have been ranked No. 1 in sales among all products on Wadiz three times, and the company has sold over 40,000 pieces of its own underwear.
"Likeknot measures the size of your underwear online and identifies your body type in 3D," said CEO Lee. "We also utilize software that predicts how well the underwear will fit you online and recommends the best underwear for you."
The body type data comes from the underwear shopping platform that CEO Lee runs. Her platform offers a variety of features, including bust-size analysis, personalized shopping, and a community of reviews by body type.
The platform's bust-size analysis service analyzes more than 30,000 fits and 78 body types to recommend the right size and style of underwear for users. The AI underwear counselor uses the collected body type data and reviews to recommend underwear that solves customers' concerns about their size and shape.
"By enhancing UI-UX for Bust-Size Analysis, we achieved a high completion rate of 88% despite the long analysis time of 3 minutes. Customers who purchased products based on the bust-size analysis had a satisfaction rating of 4.7. By storing information about the user's body type, the app recommends the right style and size of underwear for each individual. This unique, personalized shopping experience is winning favor with women."
Online shopping for underwear has a return rate of more than 30 percent due to the fact that comfort is important, but there is no way to try it on. "Likenot has reduced the return rate by one-fifth with a personalized shopping experience based on body type," CEO Lee said.
Instead of shallow slogans, Likenot's marketing emphasizes "sisterhood" and "solidarity," understanding the real-life discomforts of Korean women based on their current body type data.
"As a self-produced brand, we want to secure distribution channels both online and offline to reach a wide range of consumers. In 2024, we entered the Japanese market considering the women's body types similar to those in Korea and easy delivery. We received a positive response from customers with an average rating of over 4.7 points."
As for future goals, CEO Lee said, "We want to launch four new products and accumulate 200,000 body type data."
Founded: June 2021
Key business areas: Selling underwear that fits the body type of Korean women based on body type data
Achievements: Selected as a resident company at the Startup Research Institute of Business School of Korea University. Completed the underwear foundation course at the Insfit Underwear Research Institute for On-Campus Startups. Selected for the Preliminary Startup Package and graduated with the best award in 2021. Selected as a promising Style Tech company by the Korea Institute of Design Promotion in 2021. Selected as Top 12 KDB Startups in 2021. Won the Grand Prize at the Ewha Womans University Style Tech Startup Competition in 2021. Selected for the Untact Startup Fostering Project in 2022. Awarded the top prize at the performance sharing event of the pre-startup package jointly held by the Seoul Creative Economy Innovation Center, Korea Venture Business Association, and Korea Venture Business Women's Association in 2022. Selected as the 2022 Women-Specific Company for Acceleration by CNTTech. Selected as an Early Startup Package Company in 2023. Won the Excellence Award at the 2023 Women's Startup Competition. Won a prize at the 2023 Challenge K-Startup Wangjoongwang. Selected as a 2023 TIPS company.
reporter jinho lee
jinho2323@hankyung.com
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