Topten (TOPTEN), the SPA brand of Shinsung Tongsang, said Thursday its May sales rose 28.7 percent year-on-year, surpassing 100 billion won ($66 million).
The brand's "Good Wear" strategy has gained traction as more consumers seek durable, everyday clothing over fast-fashion trends. Topten formalized that positioning in March, when it named actor Jun Ji-hyun as its ambassador and defined Good Wear as clothing worth wearing every day.
The first-half Tenten Day sale, which kicked off May 22, spread by word of mouth and drew strong results. About 80 percent of total sales during the early days of the event came from physical stores. Summer staples emphasizing functional fabrics and comfortable fit — including the Cool Air Cotton Double-Knit Overfit T and the Cool Air Cotton Crewneck T — ranked among the top-selling products.
Starting this year, Topten expanded Tenten Day to twice annually by adding a first-half edition, giving consumers access to everyday items focused on materials, function and fit at reasonable prices.
"The first-half Tenten Day, introduced for the first time this year, drew a stronger response than expected and drove overall sales growth in May," a Topten official said. "It was the result of the Good Wear strategy, strong sales of key products and the success of the event all coming together."
spa@heraldcorp.com
