Simple clothes sell well on shopping channels

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Simple clothes sell well on shopping channels

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Foundation makeup by Agatha was a top seller at Lotte Homeshopping. Provided by the company

Functional, economical fashion items and beauty products were top sellers at major home shopping channels this year, data compiled from the country’s leading home shopping channel operators showed on Monday.

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 [park.jungyoun@joongang.co.kr]

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