Men Seek Casualwear Instead of Suits... Shinsegae Live Shopping Inc.'s Menswear Sales Surge

[Financial News] Practical casual clothing is emerging as a new hit in the home-shopping menswear market.
According to Shinsegae Live Shopping Inc. on the 21st, the men's fashion brand Shinsegae Men's Collection, featured on air on the 18th, recorded about 300 million won in orders, exceeding its sales target by 70%. Thousands of customers tuned in during the one-hour broadcast, which focused on cashmere-blend knitwear and pants, while suede jackets and cashmere pullovers also proved popular.
French-inspired fashion brand Guy Laroche is also boosting sales by highlighting its casualwear. Washed pants and knit jackets featured last weekend received a positive response from customers, resulting in sales at least 40% above the original target.
A notable change is the profile of the customers making purchases. Since the start of autumn, the two brands, which have put casualwear front and center, have drawn a share of new customers at least 50% higher than that of regular fashion broadcasts. In particular, the share of customers in their 40s and younger was 1.5 to 2 times the average, demonstrating the interest of younger consumers as well.
The shift is believed to reflect a change in menswear spending, from formal suits to versatile casual clothing. Analysts say that as knitwear, jackets and other items that can be worn to work, in everyday life and while traveling become more popular, the customer base for home-shopping menswear is also expanding.
Shinsegae Live Shopping Inc. has responded to this demand by increasing this year's quantities of casualwear from Shinsegae Men's Collection and Guy Laroche to at least double last year's. The company said the recent drop in temperatures and the resulting rise in customers looking for fall and winter clothing also contributed to strong sales.
Shinsegae Live Shopping Inc. plans to continue expanding its range of men's casualwear.
A Shinsegae Live Shopping Inc. representative said, "Men have increasingly tended to favor practical casualwear that they can wear in a variety of situations over the latest trends. We will continue to introduce distinctive men's fashion brands and broaden our customer base."

[email protected] Jang Yu-ha Reporter