Panties at 3,000 won, bras and undershirts at 5,000 won

Kim Won-hee, a merchandise planner at Lotte Mart, promotes the flat-price underwear line at the retailer's Yangpyeong branch in Yeongdeungpo-gu, Seoul, on Friday. [Lotte Mart]
Kim Won-hee, a merchandise planner at Lotte Mart, promotes the flat-price underwear line at the retailer's Yangpyeong branch in Yeongdeungpo-gu, Seoul, on Friday. [Lotte Mart]

Lotte Mart launched seven flat-price underwear products Tuesday, responding to a growing consumer preference for value amid persistently high prices.

Key items include women's seamless bras — available in shoulder-strap and strapless styles — priced at 5,000 won, and men's boxer briefs at 3,000 won. Women's panties and men's trunks are also priced at 3,000 won, while undershirts are set at 5,000 won. The women's panties were developed in collaboration with Vivien, and the men's trunks and undershirts with Head.

Lotte Mart said it set uniform prices — without bundle promotions or card discounts — so customers can replace everyday underwear without financial strain. Underwear sales at the retailer rose about 5 percent year-on-year from January through September, reflecting the broader spread of value-driven shopping.

The launch builds on Lotte Mart's efforts to expand its budget lineup through its private-label brand "Oneul Joheun." The brand's warm turtleneck top, developed with Vivien, retails at 9,900 won, while men's and women's thermal underwear sets are priced at 12,900 won. Men's short-sleeve undershirts and women's bra tops are available at 13,900 won and 9,900 won, respectively.

"As high prices persist, more customers are looking for products that ease the cost of everyday essentials," said Lee Jeong-su, a merchandise planner on Lotte Mart and Super's underwear, accessories and sports team. "We will continue to offer products that combine reasonable prices with practicality to help reduce the real financial burden on our customers."


spa@heraldcorp.com