Greety Gamthan Bra Sets New Sales Records
Campaigns and Early Heat Wave Drive Sales Growth
The underwear brand modeled by actor Son Yejin has set a new sales record, surpassing 600 million won in daily sales.
According to industry sources on May 25, Greety, a lifestyle wear company, recorded 630 million won in daily sales for its Gamthan Bra on May 22. After surpassing 500 million won in daily sales for the first time on May 20, Gamthan Bra posted 640 million won on May 21 and 630 million won on May 22.
This brand appointed Son Yejin as its first-ever model in April. Since then, Son Yejin has actively promoted the brand’s popular product “Inkyun Cool” and new release “Jase Bra” through various media, including TV, digital platforms, and outdoor advertisements. As a result, brand awareness has risen significantly, leading to increased sales.
A representative from Greety, the brand’s operator, explained, “This achievement is the result of our large-scale ‘Amazed by Amazement’ campaign, securing diverse distribution channels, and driving sales growth through affiliate marketing with influencers.” The representative added, “The campaign generated about 140 million won in sales in just four days after launch, demonstrating strong momentum. This outcome is not just about promotion, but also shows the effectiveness of a multidimensional marketing strategy focused on both branding and tangible sales growth.”
Meanwhile, due to the unusually early onset of hot weather this year, demand for breathable and lightweight underwear is on the rise. In particular, the underwear industry has recently seen a surge in popularity for “seamless” products, which, unlike wired bras, do not restrict the body. In fact, not only traditional underwear companies such as BYC, Ssangbangwool Try, Vivian, and E-Land Evelyn, but also general fashion brands like Uniqlo, Andar, Jeximix, and Jaju have expanded into the seamless underwear market.
In the past, the underwear market was dominated by products focused on body shaping. However, in recent years, the “body positive” movement, which encourages people to accept and love their bodies as they are, has spread, making comfort-oriented seamless products mainstream. Thanks to this trend, Greety’s performance has also improved significantly. Last year, Greety’s annual sales reached 194.7 billion won, up 10.6% from the previous year, marking a record high for the third consecutive year. Operating profit rose 10.7% to 12.3 billion won, and net profit increased 15.3% to 9.69 billion won compared to the previous year.
Greety plans to continue its strategic marketing efforts to further strengthen branding and maximize sales for Gamthan Bra.
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