Top actor as Model...firing Yoga clothing competition
The most notable field in the recent Googleplex women's clothing category is Yoga clothing. Mulaware, where Andar and Lee Ha-nui, who used Shin Se-kyung as Model, are active as Models, and STL, where Shiho Yano, wife of mixed martial arts player Chu Sung-hoon, is active as Model. One of them is the top-level Model with a high profile.
Andar is attracting attention as a leading brand in the industry last year. In 2019, sales are expected to increase by about 100% year-on-year, with sales of about 80 billion won. In the second half of last year, including the pop-up store, it opened 11 stores and has 33 stores.
Mulaware is following Andar, which has 10 stores, including duty-free shops, department stores and pop-up stores; and plans to expand to 15 next year. The sales amount to about 30 billion won.
The company's Xximix, which is being developed by Brand Excopperation, is estimated to have generated sales of about 80 billion won last year. The sexy concept's Xximix aims at 150 billion won this year. Jeximix plans to more than double its channel-specific distribution by 2020.
The Yoga clothing industry is highly likely to develop.
This is due to the trend of 'athlete and leisure leisure compound', which is comfortable wearing yoga clothes and sportswear in everyday life, spread throughout the world.
In the early days, overseas Yoga clothing brands such as Lululemon actually dominated the domestic market. Lululemon, called Chanel in the Yoga clothing industry, needs to spend more than 100,000 won to buy a pair of pants; there are so many expensive products that one 5mm mat costs $78.
However, as the number of Yoga clothing brands has increased rapidly in Korea in the past two to three years, it is evaluated that "the good days of Lululemon have reached."
Among the domestic Yoga clothing brands, there are brands that attracted hundreds of billions of won in investment. Thanks to consumers' choice that domestic Yoga clothing, which is united with 'causality rain' and celebrity marketing, is better than overseas brands.
Similar Concepts and Concerns about the Start-up Kahaani
The fashion industry is cheering the popularity of Yoga clothing, which is that when a breakthrough is needed, the market, Yoga clothing, has emerged and revitalized.
The domestic fashion industry is struggling with the emergence of low-priced Chinese clothing and the growth of overseas SPA fashion brands. The younger generation is divided into practical low-cost clothing or a global luxury brand worth millions of won. Yoga clothing is accepted as a 'blue ocean' in the fashion industry that has subsided.
However, some people are worried about the Yoga clothing brand that appears in the right direction. As rumors of popularity and money are circulating, brands with similar concepts and Kahaani are pouring out.
In fact, many of the domestic Yoga clothing brands have the concept that a female representative from a yoga instructor has been launched because she feels irritated by the uncomfortable and ridiculously expensive overseas Yoga clothing brand. In addition, the female representative has a beautiful appearance and body shape, and it is also similar to the characteristics of gathering as a sample of a dignified woman who raised brand awareness in various difficult circumstances.
Among them, it is promoted as a beauty representative or a major executive from a yoga instructor, but there are cases where companies that are completely different from actual launches and business development.
In order for the brand to last a long time, a clear identity is needed. Differentiating from the start-up Kahaani to the orientation and marketing expertise is required. The same is true of R&D (research and development) that each brand emphasizes. Similar levels of technology and fabrics are difficult to guarantee sustainability.
Outdoor Research clothing brand, which once drew a vertical increase in sales, is representative. The domestic Outdoor Research industry has rapidly grown in popularity thanks to the surge in the mountain climbing population. Dozens of overseas license brands and domestic mountain climbing brands have competed.
But the recent mood is not the only one in the past: According to industry sources, Outdoor Research clothing is steadily declining in sales last year in 2014. Last year's sales of the top 10 Outdoor Research apparel companies are reported to have decreased by 2 ~ 3% compared to 2017.
“The current Yoga clothing market seems to be putting a lot of investment into Model fees, Googleplex promotions, and advertising,” said a fashion industry official. “We should look at research and development and differentiation in the long term. It is not right to step into the Yoga clothing industry, "he said.