Simple clothes sell well on shopping channels
The top three selling brands at Hyundai Homeshopping were the low-end, ready-to-wear Mag and Logan, atti.k and Monpelie.
Mag and Logan’s best-selling item was a line of fine combed cotton T-shirts, basics that can easily be mixed and matched with other items of clothing.
Well-known actresses modeled for the spring and summer collections of both Mag and Logan and atti.k.
“Brands that appealed to the ‘normcore’ trend sold particularly well,” said Kang Byeong-gil, a senior manager in charge of apparel at Hyundai Homeshopping, referring to the trend for understated clothing.
Top-selling items were also relatively economical buys, for instance a set of eight T-shirts from Monpelie retailing at 50,000 won ($44.80).
At Lotte Shopping, women’s apparel brands Coups, Archive 56 and Georges Rech were some of the best-selling brands, with their sales ranking third, seventh and eighth through June 10. Archive 56 and George Rech are products of Lotte’s licensing work with European designers.
CJ O Shopping’s sales of men’s apparel were more pronounced, as more male consumers used the company’s mobile shopping app via smartphone, according to its data.
Zio Songzio, a low-end men’s apparel brand, was the No. 1 seller on its home shopping channel while it was No. 5 on its mobile platform.
“More consumers are looking for items that can be worn in many different ways,” said Shin Hee-kwon, a team manager at CJ O Shopping.
“Preference for practicality will probably continue this year as the economic slump persists.”
Beauty products were also hot items. AHC Eye cream was the No. 5 seller at Hyundai Homeshopping, while French fashion accessory brand Agatha’s licensed foundation was the No. 1 product at Lotte Homeshopping. Lotte’s second most popular item was Amorepacific’s Iope “air cushion” compact.
On the back of the growing popularity of cooking shows with male hosts, ready-made home replacement meals were also top sellers at home shopping channels, data showed.
CJ O Shopping saw a 35 percent year-on-year increase in the number of male shoppers on its mobile platform.
BY PARK JUNG-YOUN [firstname.lastname@example.org]
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