MZ generation splurges on travel suitcases

[Courtesy of ROWROW]

Sales of travel suitcases are rising significantly in South Korea as the peak summer vacation season approaches. Particularly among the younger demographic in their 20s and 30s, there is a growing trend of considering suitcases as “fashion items,” with a preference for designs that look good in photos.

29CM, a fashion platform operated by Musinsa Co., the country’s top online fashion platform, said on Sunday that its sales of travel suitcases increased 116 percent from January to July 2024 compared to the year before.

Similarly, women’s fashion platforms such as Ably, Zigzag, and W Concept also saw increases in their travel suitcase sales by 110 percent, 164 percent, and 15 percent respectively during the same period. Particularly notable was Zigzag, operated by kakaostyle Corp., where the sales of “direct delivery suitcases,” which can be delivered within a day, surged during the peak summer vacation period.

The transaction volume of the “Brighton” suitcase increased by 1,672 percent from late July to early August compared to the same period a year ago. Sales of the ”Rogue Valley Mall” suitcase also saw a 568 percent increase. The primary reason for the sharp rise in suitcase demand is the increase in travel as the Covid-19 pandemic subsides, but it is also because suitcases have become fashion items for the younger generation. While durability and smooth-rolling wheels were once the main considerations, now design, color, and convenience are equally important, leading more people to replace their suitcases.

There is also a growing trend of choosing products that match individual tastes and needs, instead of only preferring well-known suitcase brands. This shift has allowed new small and medium-sized suitcase brands to gain popularity in the country. A prime example is “ROWROW,” a suitcase brand which has gained significant traction on 29CM.

Although the price of its 26-inch suitcases is relatively high at around 400,000 won ($292.98), some models are in such high demand that they are often sold out. The brand‘s appeal lies in its diverse color options, including sky coral, vanilla, deep green, and deep purple, as well as features like handles in assorted colors and convenient functions for hanging bags, all of which have captured customers’ hearts.