Ultra-affordable fashion trends amid high inflation
Daiso to launch fleece-lined hoodies next month
Emart PB 'Days' unveils 9,800 won knitwear
Winter clothing products with an 'ultra cost-effective' price under 10,000 won are being released one after another. It is interpreted that consumers seeking cost-effectiveness have increased even in winter clothing, which generally has a high unit price, due to the combination of high inflation and sluggish domestic demand.
According to the distribution industry on the 31st, Daiso, a fixed-price daily necessities specialty store, plans to launch a brushed fleece hoodie in mid-next month. This hoodie features a basic gray solid color that is good for everyday use and includes a brushed lining to enhance warmth. The selling price is 5,000 won.
Earlier, Daiso released additional new clothing products for this winter. The new winter clothing items introduced by Daiso include ▲thermal innerwear ▲basic sweatshirts ▲brushed fleece sweatshirts ▲fluffy fleece ▲brushed training jogger pants. The basic fleece and padded vests introduced last year are also being sold. All these products are priced at 5,000 won.
Emart also launched 'The Soft Knit' earlier this month through its private brand (PB) Days. The launch price of this product is 9,800 won, making it the cheapest knitwear product Days has ever offered.
Days' knitwear was sold last year at 15,800 won. By lowering the price to 9,800 won this year, it became 38% cheaper than before. Various designs and colors were combined to increase consumer choices. The Soft Knit comes in a total of 3 designs: round neck with 8 colors, high neck covering half the neck with 8 colors, and turtleneck fully covering the neck with 6 colors, totaling 22 styles.
The secret behind the birth of ultra-low-priced winter clothing under 10,000 won lies in cost reduction and sourcing. Emart advanced the planning of Days knitwear by 3 months compared to usual. They targeted the off-season of garment factories in Bangladesh, where clothing production facilities are concentrated, starting negotiations on volume and unit price from October last year and completed production in March this year. Winter products like knitwear are generally produced from April to June, shipped in June to July, and imported domestically in the fall.
Daiso also does not sell any clothing products priced over 5,000 won. This is a characteristic of a fixed-price daily necessities specialty store where all products are priced below 5,000 won. To maintain low prices, Daiso reduces costs such as advertising and marketing while lowering selling prices through minimal packaging and high-volume sales with low margins.
The number of consumers seeking cost-effective clothing is also increasing. According to Daiso, clothing sales last year, when seasonal clothing began to be fully launched, increased by about 160% compared to the previous year. The number of clothing items sold at Daiso also increased by about 180%.
The launch of such cost-effective clothing is expected to continue in the future. This is because the demand for affordable clothing that is easy to wear remains steady. A Daiso official said, "As high inflation intensifies consumption polarization, the demand for highly cost-effective clothing products needed for various lifestyles continues to rise," adding, "Daiso plans to continue introducing various clothing products."
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