TOPTEN, the SPA brand of South Korean fashion company Shinsung Tongsang, recorded a remarkable 69 percent increase in women's underwear sales at its Starfield Hanam store compared to the same period last year. Company officials stated that the strategies of increasing product variety and improving customer experience lie behind this growth. Consumers' increasing emphasis on comfort, fit, and size compatibility when trying on and purchasing underwear is shown among the key factors bringing this success. Innovative in-store services allow customers to easily select the most suitable product for themselves. This significant increase in sales reveals how effective customer-oriented solutions can be in the retail sector.
Today, underwear has evolved from being merely a basic necessity bought repeatedly into an everyday apparel item where fabric quality and cut are rigorously evaluated. A comprehensive survey conducted by the Korea Textile Industry Association between March of last year and February of this year details consumers' purchasing criteria. According to the survey, 35.5 percent of shoppers stated that the most important criterion for underwear is the fabric material, while aesthetic details such as design and color remained in the background. Wearing comfort, perfect fit, and freedom of movement ranked second with 15.9 percent, becoming a priority for consumers. The fact that even the slightest difference in size or fit in products like bras and panties directly affects user satisfaction causes people to act more selectively and carefully when shopping.
The TOPTEN brand has meticulously expanded its product range to meet the sensitivity and expectations consumers seek in underwear. To offer customers a wide array of options, they keep 8 different types of bras and 6 different types of panties on their shelves. In the bra series, 'wireless' products using three-dimensional molding technology to provide a natural look and softness stand out. Additionally, 'seamless' models, where nylon fabrics that fit smoothly on the body are preferred, are receiving significant interest from the design team. The 'relax' product line, which minimizes seam allowances, stands out as the choice of those seeking maximum comfort in daily use, reflecting an 'everyday wearable' philosophy.
The company has not limited itself to product variety but has also focused on radically improving the shopping experience in physical stores. By launching a revolutionary practice at the Starfield Hanam and Yongin Yubang stores, disposable measuring tapes and detailed sizing guides were offered for customers to easily measure their own sizes. It was observed that this practical solution strengthened communication between store staff and customers, while also significantly speeding up the fitting process. May data definitively proves that this innovative approach has a direct and positive impact on sales. At the Hanam store, the sales volume in women's underwear rose by 69 percent and total sales revenue increased by 67 percent, while in the bra category alone, the number of items sold increased by 46 percent and revenue grew by 25 percent.
At the Yongin Yubang branch, which opened its doors in April, it was reported that significant momentum was gained and demand increased in women's underwear following the implementation of the measuring tape practice. On the other hand, one of the biggest and most positive side effects of the practice was recorded as a dramatic drop in return and exchange rates. When customers accurately learn their own sizes, the risk of buying the wrong size is eliminated, which significantly reduces operational costs. Company officials emphasized that underwear is a critical category that varies according to personal preferences and body types, requiring the highest level of compatibility. They stated that they aim to further increase their market share and customer satisfaction by continuing to maintain their rich product range and improving practical in-store services in the future.
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