The infant and kidswear industry is investing heavily in supporter and product-testing programs.
Although these programs have long been used as a key marketing tool, their influence has grown significantly with the rise of short-form content such as Instagram Reels, prompting brands to expand the scale of their operations.
MOIMOLN, which runs one of the largest supporter programs in the industry, increased participation from 500 people last year to 700 this year. Participants receive vouchers for six months and share purchase and wear reviews on social media, generating more than 1,500 pieces of review content each month.
The results have been clear. The brand's official Instagram following rose from 63,000 to 82,000 in about 11 months, while greater search visibility for review content contributed to higher purchase conversion rates.
Supporter programs are particularly effective in infant and kidswear, a high-involvement category in which the buyer, usually a parent, is different from the wearer, the child. Because purchase decisions depend heavily on trust in real wearing experiences, authentic reviews play a critical role when consumers research factors such as materials, comfort, and sizing.
Their reach is also amplified by the strong culture of information sharing through parenting communities and social media, as well as parents' tendency to document and share their children's daily lives. Relatable content increases affinity with a brand and can lead to both purchases and long-term loyalty.
New and mid-sized brands are also joining quickly. Minkmui recorded an average sell-through rate of 81 percent for its six-piece zodiac series promoted through a short-term program last year, and this year launched a regular ambassador cohort known as MMU-sadors.
Since launching its supporter program in March last year, Agabang has seen its Instagram following increase by 697 percent and hashtag mentions rise by 820 percent. Monthly content views also grew by more than 600,000, demonstrating a strong viral effect.
Newer brands are even more proactive in using supporter programs. Marithe Kids, Lee Kids, and COVERNAT Kids introduced them from an early stage. Marithe Kids, in particular, secured more than 80 Reels and saw sell-through for a product group rise 88.4 percent week over week after a Chuseok gift-unboxing post, showing how content can translate directly into sales. Applications also increased with each cohort, rising about 400 percent compared with the first group.
Supporter programs differ clearly from influencer seeding. While influencer seeding generally provides one-off exposure, supporter programs focus on building long-term relationships. Through sustained content creation and everyday visibility, participants develop a deeper understanding of the brand and are more likely to become genuine customers who continue to purchase and recommend products after the formal program ends.
Feedback accumulated during actual product use is also reflected in design and functional improvements, and supporters increasingly serve as prosumers. MOIMOLN invites supporters to seasonal product reviews and incorporates practical feedback on issues such as fabric changes after washing, button placement, and ease of dressing into product refinements.
Another notable development is the evolution of supporters into creator groups that help shape a brand's philosophy and culture. Icebiscuit operates the REAL IB CREW, composed of children active in street culture, as well as ambassadors selected through a collaborative audition with model-management company ESteem. They serve as core creators who communicate the brand's street mood intuitively, with Reels averaging more than 80,000 to 100,000 views.
TOPTEN KIDS began operating its customer ambassador group, TTZ, this year. Participants create content that reflects the brand's values and style, and build strong credibility by presenting specific advantages and disadvantages based on real-use experience.