Younger Namyoung Vivian Wearing Athleisure

Expanding Summer Season Product Line to Target 2030 Generation

[Asia Economy Reporter Jo Yujin] Namyoung Vivian, a 63-year-old underwear brand, is aiming to capture the 2030 generation beyond its main consumer base of 4050. It is targeting the rapidly growing athleisure market.

On the 18th, Namyoung Vivian announced plans to expand its athleisure product line to department stores, its main sales channel, for this summer season. Athleisure is a term combining Athletic and Leisure, referring to sportswear that can also be worn in everyday life. Namyoung Vivian plans to launch three types of products including sports leggings, sports bras, and bra running tops.

Kang Jiyoung, Head of Design Team (Manager) at Namyoung Vivian, said, "Our goal is to expand Namyoung Vivian’s core customer base from the 4050 generation to the 2030 generation," adding, "We plan to carry forward the know-how accumulated over 63 years in the lingerie sector into the athleisure market." The new sports leggings are differentiated by using the high-performance fabric 'Supplex.' Supplex is a high-performance material with excellent sweat absorption and durability, and this is the first time it is being applied to sports leggings.

Namyoung Vivian was founded in 1957 and was the first company to release a domestically produced 'nonwoven fabric bra.' At a time when there was no notable bra manufacturing technology, they created bra shapes by sewing fabric pieces together. Although it was once a best-selling product accounting for 70-80% of total sales, the consumer base has shrunk to middle-aged and older generations, causing sales to plummet to around 30%. Recently, bralettes (wireless and padless bras), once called 'ajumma bras,' have gained great popularity among younger consumers, emerging as a new trend and increasing sales.

Namyoung Vivian was acquired last year by Kwanglim, which owns Ssangbangwool, amid intensified competition with foreign companies, the rise of online direct purchasing, worsening domestic manufacturing conditions, and rapidly changing trends. Now, with the appointment of new CEO Lee Kyuhwa, formerly of Ssangbangwool, the company is preparing for a fresh start. Namyoung Vivian currently owns brands including Vivian, Rosebud, Barbara, BBM, Zentof, and Dror.

This content was produced with the assistance of AI translation services.