Musinsa Sees Sharp Increase in Fitness and Sports Product Sales in the New Year
Ably and Zigzag Also Report Higher Transaction Volumes
Supplement Sales, Including Protein Powder, Also Rise
With the start of the new year, major fashion platforms have seen an increase in sales of sportswear, sneakers, and supplements for diet management. This surge appears to be driven by consumers who have set health management and consistent exercise as their New Year's resolutions.
According to fashion platform Musinsa on the 13th, from December 31 to January 6, the transaction amount for fitness products on Musinsa surged 2.2 times (120%) compared to the previous week. Additionally, product categories such as ▲sportswear tops and bottoms (58%) ▲sports shoes (72%) ▲sports bags (72%) also showed high growth rates during the same period.
Looking more closely, product groups needed for various exercise types such as running, swimming, and yoga showed balanced growth. During the same period, transaction amounts for running shoes and training jackets and pants increased by about 65% each. Sales of swimsuits and sports leggings also rose by approximately 80%.
This trend was similarly observed on other fashion platforms. On Ably, from December 31 to January 6, the total transaction amount in the 'Sports and Athleisure' category increased by about 40% compared to the same period last month. The transaction amount in this category also rose about 20% compared to the previous week (December 24?30). Examining detailed brand sales during this period, athleisure brand 'Jeximix' saw a 295% increase compared to the same period last year. Global sports brands such as Nike (25%), Adidas (70%), Under Armour (155%), and The North Face (130%) also showed rising sales.
On Zigzag, operated by Kakao Style, transaction amounts increased mainly for yoga wear and sports underwear. These product groups are popular sports items among female customers in their 20s and 30s. Comparing transaction amounts on Zigzag from January 1 to 12 with the previous 12 days, the growth rates were ▲yoga wear 60% ▲sports bras 52% ▲short sleeves 30% ▲sports socks 97%.
Not only sports products but also sales of supplements for diet management increased significantly. During the same period, sales of protein powder on Zigzag rose by 196%, and chicken breast sales grew by 103%. A Kakao Style representative explained, "Demand for diet management products such as protein powder and chicken breast is increasing even for those not necessarily exercising," adding, "Transaction amounts for related products have significantly increased compared to the end of last year."
In the sports product category, items combining style and functionality were favored by consumers. On Musinsa, running entry-level products that gained word-of-mouth popularity, such as Nike's 'Revolution 7' and 'Pegasus 41' and Hoka's 'Mafate Speed 2,' ranked high in sales. In the sportswear category, brands emphasizing activity and design, such as HDX and Afresh, gained popularity.
Consumers' New Year's health management resolutions do not seem to wane despite the cold weather. From December 31 to January 6, searches for running shoes on Ably increased by 80% compared to the previous week, and swimsuits by 40%. Additionally, search volumes for ▲sneakers 35% ▲training wear 30% ▲leggings 25% also showed upward trends.
Regarding this, an Ably representative said, "Running shoes and swimsuits, which were heavily influenced by seasonal factors, are still popular as part of health management," and added, "With the popularity of health management, various exercises are gaining attention, and the phenomenon of seasonality fading is expected to continue into early this year."
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