[Asia Economy Reporter Jeon Jinyoung] SSG.com will start the second exclusive sale of ‘ABABELL MA-1’ flight jumper from ‘Under My Car’ at 10 a.m. on the 26th. This is the second sale following the ‘Balmakhan Coat,’ which sold out its three-digit stock prepared within 30 seconds of its release last December.
This sale will follow the same ‘Drop’ method as the first sale, where items are sold temporarily at a set time, and the sale will end early once all prepared stock is sold out.
The ‘MA-1’ jacket is a specially made product for SSG.com. It features a dark green tone called ‘Balsam Green,’ and Under My Car’s design is reflected throughout the accessories such as zippers and buttons. Velcro decorations are added to the front chest, back, and sleeves, and it is made with an oversized fit to create a relaxed style. The price is 319,000 KRW.
SSG.com explained that collaborating with brands like Under My Car is “because it has a direct effect on attracting the MZ generation customer base.” According to SSG.com, about 80% of customers who purchased during the first Under My Car sellout were concentrated between their teens and 30s.
Going forward, SSG.com plans to collaborate with various domestic designer fashion brands, including Under My Car, that have not been introduced before. They intend to increase the influx of customers in their teens to 30s through popular sales methods such as ‘Drop’ and ‘Draw,’ and are also considering operating offline pop-up stores with affiliates like Shinsegae Department Store through further discussions.
Im Seongdae, head of the Fashion MD team at SSG.com, said, “Starting with Under My Car, we plan to discover and onboard about 500 domestic designer fashion brands this year,” adding, “We will secure unparalleled fashion competitiveness by covering everything from existing ‘luxury’ to trendy brands.”
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