Targeting the MZ Generation with New Releases of Fleece and Ugly Shoes

[Asia Economy Reporter Yujin Cho] The fashion industry is targeting the MZ generation (Millennials + Generation Z) by renewing and launching fleece and ugly shoes, which have become essential items for the MZ generation, as seasonal products.

Outdoor brand NEPA has released a new version of the NEPA Paris. NEPA Paris is a newly coined term combining padding and fleece, introduced last fall and winter season as a new category by NEPA, featuring a reversible down jacket.

With hybrid double-sided material, it can be worn as a down jacket on one side and styled as a trendy boucle fleece when reversed. Depending on mood and outfit, it offers two styles to enjoy, and it received great love last year, selling out even reorder quantities.

Riding on its high popularity, the returning NEPA Paris is a new version of the existing Duo Reversible Down, with an added roomy hoodie design that enhances stylishness this year. The lineup has been significantly strengthened with upgrades ranging from simple solid colors to fashionable camouflage, check patterns, and color blocks exuding retro mood and trendy vibes.

NEPA Paris, established as NEPA’s representative short down jacket, features a cozy boucle material on the outside and functional 2L polyester material on the inside. Using goose down filling to increase warmth, it has expanded consumers’ choices by building a lineup with various designs.

NEPA plans to target the MZ generation’s psychology, emphasizing the message “My clothes defined by me (Naejeong Naeot) NEPA Paris,” reflecting the MZ generation’s natural tendency to express themselves through styles according to their mood and situation every day.

Additionally, NEPA selected Crush and Shin Ye-eun, who have high favorability and loyal fan bases through social channels and content frequently accessed by the MZ generation in daily life, as ambassadors. They plan to naturally blend into their lifestyles and build a strong rapport.

NEPA also introduced “two birds with one stone” items that cover both street and outdoor life to captivate the MZ generation.

They excluded the rough designs typically associated with outdoor wear and plan to lower the entry barrier for the MZ generation with highly practical lifestyle-targeted items.

Nepa GTX Duo Gore-Tex

NEPA’s GTX Duo Gore-Tex is a Gore-Tex collaboration version of the ugly shoes, which have become a hit item in street fashion. It highlights trendy oversized outsole design, a characteristic of ugly shoes that have gained explosive support from the MZ generation, and provides stable wear comfort with injection phylon cushioning and lightweight fit.

The Eco Planet Bag, an environmentally conscious daily backpack, is a good bag made from eco-friendly recycled fabric with care for the Earth. It targets the MZ generation’s consumption trend that values “value consumption.” It features a trendy design with oversized size, front daisy webbing, and side webbing, and is practical with convenient storage. The waist belt, useful for hiking, is also delicately designed to be hidden in a hidden pocket when not in use.

The Duo Backpack is also made from eco-friendly recycled fabric and designed for high usability in daily life. It has non-slip pads on the shoulder straps to prevent slipping and convenient storage with front mesh pockets.

SPA brand SPAO, operated by E-Land World, also launched a new line called “Hyper” targeting the MZ generation. The line plans to release products that captivate customers with meanings such as “hyped,” “hip,” and “want to have.”

Hyper releases new products every Monday, with main items being street mood casual wear such as sweatshirts and hoodies featuring graphics and logos.

The “High Eli Sweatshirt,” which had the highest preference in pre-customer surveys, saw increased sales immediately after release and is currently accepting pre-orders. Riding on its popularity, accessories using the graphics of this product will also be released additionally.

A SPAO official said, “We presented competitive prices and designs by leveraging SPAO’s existing strengths of reasonable prices, quality, and rapid product development capabilities,” adding, “We plan to communicate with MZ generation customers by creating various content based on online channels.”

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