Did the COVID Slump End?... Women's Clothing Sales Soar

Samsung C&T Kuho Plus Sales Increase 150% from August to October

[Asia Economy Reporter Yujin Cho] Domestic women's fashion brands, which suffered significant sales losses due to the impact of the novel coronavirus infection (COVID-19), have been showing signs of sales recovery since the beginning of this month.

According to industry sources on the 22nd, Kooho Plus, operated by Samsung C&T Fashion Division, recorded a 150% increase in sales compared to the previous year from August 11 to October 18 after launching its fall/winter season products this year. Launched in September last year as Kooho's second brand, Kooho Plus targets mainly young consumers in their 20s and 30s. Sales are primarily conducted online through its own mall, SSF Shop, as well as external partner malls like W Concept.

This sales growth was driven by the young consumers in their 20s and 30s. It is evaluated that the increase in young consumers purchasing products ahead of the season online led to the sales growth. Since this year, Kooho Plus has increased the number of new product releases from two times to four times. A Kooho Plus representative explained, "As the boundaries between seasons disappear and the consumer trend of purchasing necessary products at the necessary time spreads, we increased the release frequency from once in fall and once in winter to twice in fall and twice in winter."

The representative added, "We are receiving particularly good responses for outerwear such as short jackets, trench coats, wool coats, and fake fur jackets," and said, "We plan to expand offline pop-up stores where customers can experience the brand, mainly through online channels favored by the millennial generation." Kooho Plus has successfully operated pop-up stores at Galleria Department Store Apgujeong Branch, Hyundai Department Store Trade Center Branch, and Shinsegae Department Store Gangnam Branch, and will newly open a pop-up store at Lotte Department Store Busan Main Branch from the 23rd until November 19.

Shinsegae International, which operates VOV, J. Cut, Studio Tomboy, and Juicy Couture, also showed a surprising sales increase immediately after the start of the season sales. Sales of Shinsegae International's women's brands increased by about 37% compared to the same period last year during the first four days of this month. This was influenced by a sudden drop in temperature, which caused a surge in sales of transitional outerwear.

A Shinsegae International official said, "Lightweight padded jackets with quilting for warmth, trench coats that are indispensable in autumn, and tweed jackets that go well with both formal and casual wear have been very popular," adding, "Among them, Juicy Couture, which launched the premium line 'Black Label,' saw sales surge by 53.1% compared to the same period last year during this time."

With the easing of social distancing and the end of remote work, demand for women's clothing is expected to increase further. A fashion industry insider said, "As social distancing has been relaxed to level 1, expectations for sales recovery of fashion companies that experienced a slump due to the impact of COVID-19 are growing."