* Value consumption trends stand out instead of luxury goods consumption
Recently, up-and-coming fashion designer brand products are popular. This is because the reasonable price range during high prices captivated consumers. In particular, it is interpreted as a success factor that meets the needs of the MZ generation, which values individuality.
According to an industry on the 13th, the volume of transactions of online-oriented women's fashion brands such as Mardi Mercredi, Matin Kim, Grove, and Prenda has more than doubled compared to the previous year.
In particular, Mardi Mercredi is a representative brand that is growing in a storm. The company went viral with its brand signature "Mardi Flower" symbol and logo play T-shirt, recording 16 billion won in sales last year. This is a five-fold increase compared to the previous year. It recorded 10 billion won in sales in the first quarter of this year alone, raising its annual sales target by 50 billion won.
Some brands have seen the fandom effect of designers. The brand "Martin Kim," which CEO Kim Da-in started as an SNS (social network service), became popular as a follower of CEO Kim's styling, and its sales jumped five times last year to 20 billion won (4 billion won).
As designer brands are gaining popularity, fashion platforms are also increasing their transactions by expanding their own brands.
Prenda, a comfortable and stylish female fashion brand with 29CM run by Musinsa, saw its transaction volume grow 418% year-on-year in the first half of this year. "Slick & Easy," a military, sportswear and vintage-based male designer brand, saw its trading volume grow by 1145% during the same period.
As the popularity of designer brands increases, the number of brands is also on the rise. According to the online fashion platform W Concept, the number of designer brands counted as of last month was 7,500, up 25% from 6,000 in 2019.
"In the case of Mohan, a sole brand, Bomber Jumper and One Piece products containing the brand's representative design, everyday atmosphere, are receiving great response," a W Concept official said. "In addition to clothes, sales of designer bag brands such as Bunk, Atelier DeLumen, and Margisherwood increased 35% year-on-year."
The industry analyzed that the MZ generation, which had been generously opening its wallet to luxury fashion, is turning into a consumption trend that considers cost-effectiveness due to the recent high price. In particular, in the case of designer brands, as their individuality is clearly revealed, it is possible to style at a reasonable price, which is why they are popular among young people.
An official from the luxury industry said, "Off-line luxury stores such as department stores are still popular," but added, "The sharp decline in sales of online luxury platforms is a sign that the younger generation is reducing luxury consumption." He then said, "The MZ generation, which used to open wallets to luxury goods, is following the trend of value consumption, leading to the popularity of designer products."