Shinsung Tongsang said Wednesday that monthly sales of its brand Topten surpassed 100 billion won last month, marking a 28.7% increase from a year earlier, driven by strong response to its signature discount event "Ten Ten Day."
Topten launched its "Good Wear" strategy this year, centered on the value of "clothes good enough to wear every day," and tapped actress Jun Ji-hyun as brand ambassador in March. The company said its product strategy, which focuses on basic items with enhanced materials, functionality, and fit rather than chasing trends, resonated with consumers and raised interest in the brand.
The first Ten Ten Day of the first half, which kicked off on the 22nd of last month, saw sales concentrated on summer-season flagship products featuring functional fabrics. About 80% of total sales in the early days of the event came from offline stores as in-store demand surged, with items such as the Cool Air Cotton Double Knit Overfit T-shirt and the Cool Air Cotton Crewneck T-shirt ranking among the top sellers.
The company emphasized that its brand philosophy of offering products that remain satisfying after long-term wear at reasonable prices translated into tangible purchasing results.
"Ten Ten Day, introduced for the first time in the first half of this year, drew strong response and led overall sales growth last month," an official at Shinsung Tongsang's Topten said. "We will continue to offer good clothes that consumers can wear comfortably every day and remain satisfied with for a long time at reasonable prices, while stably operating the biannual Ten Ten Day system through the second-half edition."
