Shinsegae Department Store's Private Brand 'Uncut' Targets Premium Market

Introducing Austrian Embroidery Products... Plus Size Line Also Launched for the First Time

[Asia Economy Honam Reporting Headquarters Reporter Shin Dong-ho] Shinsegae Department Store is eyeing the premium underwear market.

Gwangju Shinsegae Co., Ltd. (General Manager Lee Dong-hoon) announced on the 12th that the representative brand of the lingerie select shop ‘Ellaconic,’ ‘Uncut,’ will showcase luxurious Austrian high-end embroidery in its premium collection debuting this month.

The high-end embroidery introduced this time is characterized by a three-dimensional pattern that not only looks beautiful on the surface but also emphasizes a comfortable and feminine silhouette.

There are two lines: Comfort Volume and Full Coverage type, with a pink beige color harmonizing with black embroidery. Prices are 109,000 KRW for bras and 48,000 KRW for panties.

The ‘Plusweet Line’ for plus sizes was developed based on actual customer feedback using Ellaconic and Uncut products, listening to women’s concerns about underwear selection and proceeding with development.

This product reflects Ellaconic’s value of considering women’s diverse bodies and delivering optimal comfort accordingly, expanding sizes to M(80A/B), M++(80C/D), L(85A/B), and L++(85C/D).

While maintaining the comfort of wire-free bralettes, it boasts ergonomic designs that solve women’s concerns.

Two designs are prepared: a front hook bralette that is easy to put on and take off while covering wide shoulders and back, and a product that softly wraps large-breasted customers with thin non-woven pads.

The line was prepared through prior surveys with customers, with prices at 79,000 KRW for bras and 28,000 KRW for panties.

Uncut emphasizes differentiation with environmentally conscious materials.

As eco-friendliness and sustainability have become important global issues, Uncut is introducing a new line using German organic cotton lace.

Organic cotton made from cotton grown without chemical fertilizers and pesticides for over three years is the most comfortable and safe material when it touches the skin. Prices range from 69,000 KRW to 79,000 KRW for bras and around 30,000 KRW for panties.

Shinsegae’s strategy is to quickly capture customer demand based on accumulated distribution know-how.

In particular, like the recent popularity of ‘niche perfumes,’ the category has been further subdivided for customers seeking ‘niche underwear’ reflecting their own tastes. ‘Niche’ is derived from the Italian word ‘Nicchia,’ meaning ‘gap,’ referring to premium products for a very small group of preferences.

Uncut has strived to proactively present what contemporary women want.

Rather than standardized beauty, it has introduced various products to show confident and self-assured women. Leveraging Shinsegae’s in-house design studio capabilities to reflect customer demands in real time is also an advantage.

Last year’s ‘Golf Bra’ line was created based on concerns felt by female golfers on the field.

It features volume functions not seen in conventional sports bras and a design that allows comfortable movement of shoulders and arms. Developed through research on golfers’ swing motions, it also stands out with stretchy fabrics and special sweat-absorbing materials.

The ‘Wedding Underwear Line,’ previously only seen in foreign lingerie brands, was also well received. Using luxurious materials such as satin and see-through lace, it made brides more beautiful on special days and included pajama sets that can be worn on honeymoon trips after the wedding.

Meanwhile, Ellaconic, which first opened in August 2017, is surprising the industry by riding the wave of comfortable underwear. Ninety percent of Ellaconic’s products are wire-free, gaining fame as wireless bras, a trend both domestically and internationally.

They sell underwear suitable for various body types, from products easy for bralette beginners to try, to those for large bust sizes, and styles comfortable even on active days.

Upgraded products based on direct customer feedback have a repurchase rate of 70-80%, showing a hot response. They are popular for stylish designs at prices 30-40% cheaper than existing department store brands.

Ellaconic, whose sales volume has increased more than sixfold company-wide in just two and a half years since opening, currently operates six offline stores including Gwangju Shinsegae, Gangnam Branch, Main Branch, Centum City Branch, Gyeonggi Branch, and Daegu Branch, and is also available on various online platforms such as SSG.com.

Kim Kyung-jun, head of the women’s team at Gwangju Shinsegae, said, “The newly introduced premium line and plus-size products are examples that maximize the advantages of PB brands that quickly capture customer demand. We will lead the market with more diverse category strategies in the future.”

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