"It Looks Like Designer Brand Clothes"... Daiso's 5,000 Won New Apparel Flying Off the Shelves [How We Shop Now]

Ultra-low-priced Outerwear for the Spring Season Draws Attention

Inventory Sells Out Rapidly Both Online and Offline After Launch

Demand for Value Fashion Expands Amid Economic Downturn

Editor's NoteWhat are people buying these days? From must-have daily necessities at Daiso, to beauty products at Olive Young that are always sold out, and even bread you have to line up for-today's market trends are reflected in these familiar scenes of consumption. The series "How We Shop Now" deciphers current consumer trends through the lens of "best sellers" in everyday life. It explores which products are being chosen, what strategies open wallets, and explains the changes in consumption patterns in an easy and engaging way.

New Daiso Nylon Crop Windbreaker Product. Screenshot from Daiso Mall

"It's hard to believe this is only 5,000 won for something that looks like a famous brand product."

As daily temperature swings have recently widened to around 10 degrees Celsius, demand for light outerwear suitable for the changing seasons is rapidly increasing. In this environment, lifestyle goods retailer Daiso has launched a windbreaker priced at just 5,000 won, drawing significant consumer attention. The overwhelmingly low price compared to existing brand products has quickly spread by word of mouth, resulting in both online and offline sellouts immediately after release. This enthusiastic response is attributed to a surge in demand for "value-for-money products" as consumer sentiment has weakened amid high inflation and an economic downturn.

Ultra-low-priced Outerwear Targeting the Spring Season

On February 23, Daiso released three types of nylon windbreakers: a nylon lightweight zip-up windbreaker, a nylon hooded zip-up windbreaker, and a nylon cropped windbreaker, each priced at 5,000 won. The products are available in a variety of colors and sizes, offering consumers a wider selection.

The products feature lightweight nylon material, enhancing portability and mobility. The lightweight zip-up can be folded into its own inner pocket for easy carrying, and the waist string can be tightened to minimize wind penetration. The hooded windbreaker is designed with banded sleeves and a roomy hood, making it practical as a casual outer layer. The cropped version emphasizes a casual style with its short length and kangaroo pocket.

New Daiso Nylon Hooded Zip-up Windbreaker. Screenshot from Daiso Mall

"It Looks Like a Brand Name Product", "Put It in My Cart When I Saw the Price"... Enthusiastic Response

Consumer reaction has been enthusiastic. On February 26, at a Daiso store in Seoul, customer A said, "Just looking at the design, it doesn't look much different from products by famous brands," adding, "It also feels comfortable to wear." Another customer, B, commented, "It's great for layering under a coat, and it's comfortable enough to wear at work without feeling self-conscious."

The key factor is, of course, the price. While windbreakers from regular brands typically range from tens of thousands to hundreds of thousands of won, 5,000 won is an accessible price that allows consumers to "try it out" without hesitation. Customer B also said, "I went to the store to buy bathroom supplies, but after seeing the windbreaker, I decided to add it to my cart." In practice, store inventory has been selling out rapidly right after display, and some products and sizes are temporarily out of stock online as well.

Currently, some new windbreaker products and sizes are temporarily out of stock on the Daiso Mall. Screenshot from Daiso Mall

Closed Wallets Amid Recession... Fashion Industry in Distress

This popularity is also linked to the ongoing trend of "recessionary consumption." As high inflation continues, consumers are increasingly prioritizing utility relative to price as their core purchasing criterion.

According to the National Statistical Office's National Statistics Portal (KOSIS), consumer prices rose by 2.1% last year compared to the previous year. In particular, the living cost index increased by 2.4%, indicating that the price burden felt by consumers remains significant.

According to the National Statistical Portal (KOSIS) of Statistics Korea, consumer prices rose by 2.1% last year compared to the previous year. In particular, the cost-of-living index increased by 2.4%, indicating that the price burden felt by consumers remains significant. Photo by The Asia Business Daily DB

As a result, clothing consumption has also slowed. Last year, sales of semi-durable goods such as clothing, shoes, and bags declined by 2.2%. This marks the third consecutive year of decline, following a 0.5% decrease in 2023 and a 3.0% drop in 2024-the longest sustained decrease since statistics were first compiled in 1995.

The contraction in demand is impacting the performance of the fashion industry. Last year, the operating profit of Samsung C&T's fashion division dropped by 28% compared to the previous year, and Handsome also saw its operating profit shrink by 17%. Major outdoor brands such as K2 Korea, Nepa, and BYN Black Yak have also experienced sales declines and deficits, reflecting a general slowdown in industry growth.

Daiso Bustling... Daiso Thrives in a Recession

In this environment, Daiso's clothing-buoyed by its price competitiveness-is emerging as an alternative for consumers. According to Daiso, sales of clothing items between January and November last year increased by about 70% compared to the previous year, and the number of product offerings has expanded to around 800 items. Originally focused on daily necessities, Daiso is rapidly expanding its presence in the ultra-low-priced apparel market by branching into beauty and fashion.

A Daiso store located in Jongno-gu, Seoul.

The industry expects that this strategy will continue to gain momentum for the foreseeable future. As the high inflation trend persists, the tendency to prioritize satisfaction relative to price is becoming more pronounced among consumers. Of course, since price points and target demographics differ, some argue that Daiso is not in direct competition with other brands. However, as consumer price sensitivity increases, competition in the mid- to low-priced market is expected to become even fiercer.

This content was produced with the assistance of AI translation services.