Kidsline, Which Even Avoided Recession, Powerless Against COVID-19

Beenzol and Hazys Kids Lines Experience Negative Growth

Will There Be a Chuseok Gift Boom in the Industry?

[Asia Economy Reporter Jo Yujin] The children's clothing market, which had remained solid even during economic downturns, is rapidly shrinking due to the impact of the novel coronavirus disease (COVID-19). With strengthened social distancing measures, elementary schools nationwide have maintained remote learning systems, and even indoor sports facilities have closed, deepening the slump in the fashion industry.

According to industry sources on the 11th, Beenzol Kids, operated by Samsung C&T Corporation, has seen its overall sales turn negative this year (from January to early September) due to the COVID-19 impact. A Samsung C&T Beenzol Kids representative said, "Some product categories such as functional short-sleeve T-shirts and sleeveless items intended for outdoor activities are doing relatively better, but overall sales have declined compared to last year due to COVID-19 and the resulting delay in school openings."

The situation is no different for Hazys Kids and Daks Kids, brands developed by lifestyle culture company LF through its affiliate Pastel Sesang. These brands shifted from double-digit growth last year to negative growth this year (as of early September). The prolonged COVID-19 pandemic and economic recession have plunged the fashion market into stagnation, and with the social distancing level raised to 2.5, making school attendance unlikely, concerns are deepening.

An industry insider said, "The back-to-school season, which accounts for up to 30% of annual sales, did not experience a proper boom due to the spread of COVID-19, school opening delays, and the resulting demand gap," adding, "We are hopeful that gift demand will revive ahead of this month's Chuseok holiday."

The situation in the infant clothing market is similar. Zero to Seven's specialized online mall for infants and children, Zero to Seven.com, saw its sales plunge to half of last year's level this year (as of early September). A Zero to Seven representative said, "Despite strong sales of COVID-19 related products such as sanitizers, overall sales have declined," noting, "Sales dropped sharply from about 15.7 billion KRW last year to around 7.2 billion KRW in the first half of this year."

Kidikidi, a children's fashion platform launched by E-Land Retail in April, experienced a brief surge in demand during Family Month right after its launch, but the initial momentum did not last long.

An industry official said, "The period around the Chuseok holiday is a special season when gift demand for children's clothing and fashion accessories surges, but with schools closed and no reason to buy clothes, it is questionable whether this special demand can be fully enjoyed," adding, "We are focusing on overcoming sales slumps by expanding online channels in line with changes in consumer behavior caused by COVID-19."

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