Shinsegae Inter TenMence Exceeds Last Year's Sales Target by 270%

'Masterfit Suit' Popularity, Currently Undergoing 10th Reorder

[Asia Economy Reporter Lim Hye-seon] Shinsegae International announced on the 2nd that its online-only fashion brand Tenmons exceeded last year’s target sales by 270%, thanks to the popularity of the ‘Masterfit Suit’.

The ‘Masterfit Suit’ has been Tenmons’ best-selling product since its launch. It received explosive response, selling out two months’ worth of stock within a week of its release in February last year, and is currently on its 10th reorder.

Despite the sharp decline in demand for suits due to changes in living environments and consumer trends, the Masterfit Suit’s popularity was attributed to the development of a product that faithfully adhered to the basics most needed by customers through thorough market analysis from the planning stage.

First, Tenmons collaborated with Seo Wan-seok, Korea’s only master of three-dimensional pattern making, to create a suit silhouette best suited to the Korean body type. For jackets, they found the golden rule length that pairs well with any bottoms, developed a shoulder line that does not follow fleeting trends, and designed lapels that suit any face shape.

Since bottoms are more difficult to purchase online compared to tops, they researched and produced pants with lengths and designs that make legs look longer and slimmer. Pants are available in different lengths according to body type, and a variety of skirt styles were also introduced to increase versatility.

Additionally, stretch fabric that stretches in all directions was used to emphasize mobility. Offering a suitable thickness that can be worn for 10 months a year, excluding the hottest and coldest months regardless of season, was also one of the reasons for its popularity.

Tenmons also listened to customers’ voices. After the launch of the Masterfit Suit, they continuously communicated with customers and carried out three renewals and upgrades over a year. The lining, which previously had no elasticity, was changed to a spandex material reflecting customer feedback to improve comfort, and XS sizes were added and sizing was made more detailed for smaller body types.

The double-button jacket was developed additionally in response to customers’ requests for a classic feel, and the short-length H-line skirt was developed reflecting customers’ needs for various office looks. This season, light gray and light khaki colors were added in response to customer requests for brighter colors.

Meanwhile, Tenmons prepared a special event for newcomers. Collaborating with famous fashion influencer ‘Bora Claire,’ they proposed spring styling and offer a 10% discount on all products until the 7th of this month. Additionally, SI Village members receive an extra 7% overlapping discount with a Bora Claire shopping bag coupon.