Musinsa, May Swimwear Sales Up 177% YoY
Increased Demand for Pools and Travel Boosts Swimwear Sales
Women's Swimwear Monokinis Show Notable Popularity
As daytime high temperatures exceed 30 degrees Celsius and summer heat intensifies, the number of consumers seeking swimsuits is significantly increasing.
According to the industry on the 10th, Musinsa's swimsuit category transaction amount in May this year increased by 177% compared to the same period last year. In particular, sales of fashion swimsuits that can be worn at beaches, water parks, and outdoor swimming pools stood out, increasing more than sixfold. In offline channels as well, with the transition to the endemic phase, the use of indoor swimming pools and overseas travel have become freer, leading to a surge in customers looking for swimsuits. According to Lotte Department Store, swimsuit sales from January to April this year increased by 120% compared to the same period last year, and sales also rose by 15% last month.
A Lotte Department Store official explained, “With the endemic atmosphere forming in May last year, sales nearly tripled compared to the previous year, so last month's growth rate may seem to have slowed down, but the actual sales increase trend is clear. On the day of opening, about 200 customers lined up early to purchase popular swimsuits and accessories at the swimsuit select shop ‘Multiple’ opened last month at Jamsil Lotte World Mall, showing high demand.”
This year, within the fashion swimsuit category, monokinis are notably more popular than rash guards or bikinis. A monokini is a swimsuit design where the top and bottom are connected as one piece, covering the abdomen. Especially, monokinis featuring large prints or realistic photos as accents have gained popularity, driving the increase in fashion swimsuit sales.
A Musinsa representative explained, “Monokinis have the charm of simple silhouettes that make patterns or graphics stand out more, and depending on the brand’s identity or personality, they can create various moods, making them rapidly popular among female customers in their teens and twenties.” An Andar representative also said, “The strength lies in the fashionable design that can create an elegant and sophisticated atmosphere,” adding, “It slims the waistline, allowing comfortable wear at the beach or high-end hotels and resort swimming pools.”
As swimsuit demand increases, related companies’ performance has also improved since the beginning of the year. Barrel, a KOSDAQ-listed watersports brand, raised its sales from about 2.9 billion KRW in the first quarter of last year to 8.4 billion KRW in the first quarter of this year, nearly tripling. Operating profit and net income also turned positive, recovering to pre-COVID-19 levels. The watersports segment, including indoor swimsuits, rash guards, board shorts, and water leggings, grew by 154.7%, leading the performance recovery.
The industry expects the increase in demand for swimsuits and related products to continue for the time being, as this is the first summer vacation season after the endemic phase and “ho-cations,” where people enjoy water activities year-round, have become a popular way to relax. A Barrel representative said, “With the surge in domestic leisure and water sports demand after the endemic, performance improvement is happening faster than expected,” adding, “The market atmosphere is favorable with increased domestic and international travel, and since the second and third quarters are peak seasons, strong sales are expected to continue.”
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