Fashion, beauty products regaining demand as Covid measures eased

Dermacure products were sold out at Lotte Home Shopping [Source : Lotte Home Shopping]

Demand for fashion and beauty products is growing again in South Korea as more people turn to outdoor activities since Covid-19 restrictions were lifted.

Orders for clothes and fashion accessories, shoes and cosmetics are showing significant growth this year and a majority of the top 10 products are related to re-opening as Covid measures have been eased, according to sales data from major home shopping companies on Monday.

Lotte Home Shopping said Monday that seven of top 10 products for this year were fashion brands. Among these, five were clothes brands and one each for shoes and sports-related good. And the top-selling fashion brand was Georges Rech. The brand exceeded 100 billion won ($76.55 million) in orders thanks to increased demand for its business suite and the launch of premium line products. In second place was German fashion brand Laurel, whose suits and trousers were popular. Beauty products also entered the top ranks for the first time almost in two years. Dermacure, a cosmetic brand, was ranked 5th and AHC was 9th. In particular, the retail company said there was a high demand for functional cosmetics such as UV protection for outdoor activities. Beauty category sales doubled from the previous year.

Six out of 10 hit products were fashion brands, including fashion brand Morgan, which took first place, GS Shop said. Beauty products were also popular with growing interest in skin health after outdoor mask rulings were lifted. KAHI, famous for its multi balm products, took 10th place.

At Hyundai Home Shopping, preference for premium brands has increased in fashion, life, home appliances and food. The exclusive brand Lie Sang Bong Edition, launched by Hyundai Home Shopping in partnership with fashion designer Lie Sang Bong, sold 850,000 units so far this year after being the top seller last year.

In addition, JBY, a fashion brand collaborated with fashion designer Jung Kuho, ranked 2nd, and GOBI, a Mongolian cashmere brand, ranked 5th, with sales up by 22 percent and 43 percent, respectively. Centellian, a functional cosmetics brand, was added to the list for the first time at No. 9, showing heightened interest in skin health management.

CJ OnStyle said fashion products dominated the top 10 list.