"Comfortable Underwear is Preferred" Jaju, Underwear Sales Surge

[Asia Economy Reporter Lim Hye-seon] Shinsegae International announced on the 11th that sales of underwear products from its lifestyle brand Jaju are on the rise.

According to Shinsegae International on the 11th, Jaju's bralette sales from January to June increased by 179% compared to the same period last year. Sales of women's square panties also rose by 72%.

The company explained, "Women's trunk panties record the highest sales rate among all Jaju women's panties, and the women's square drawstring 'boy shorts' surpassed triangle panties in sales volume for the first time this year."

The increase in underwear sales at Jaju is due to the rapid spread of the 'body positive' trend, which encourages loving one's natural self, leading to comfortable clothing gaining attention in women's underwear as well. More women are seeking underwear that fits well and is comfortable instead of the past corrective underwear that was pretty but constricted the body.

Jaju's underwear is designed prioritizing comfort rather than creating a visually appealing silhouette by compressing the female body. It uses healthy materials such as organic fabrics and natural cotton. Minimizing sewing to prevent underwear lines from showing is also an advantage.

As comfortable design women's underwear gained great popularity, Jaju upgraded the materials and designs of existing products and newly released them targeting this summer. Functionality has been enhanced to liberate women's bodies from uncomfortable underwear.

The newly released bralettes and bra camisoles apply functional natural material Tencel, allowing cool wear even in summer, and the square panties are made from irritation-free organic materials. Additionally, elasticity has been improved to provide a more comfortable and pleasant fit.

The representative product, the 'trunk,' is designed optimized for the female body structure, with a 100% cotton crotch added in the Y-zone area to enhance comfort. The women's drawstring 'boy shorts' come in various lengths?1bu, 2bu, and 5bu?allowing customers to choose products that fit their body shape and wearing purpose. After extensive research, organically cotton-made boy shorts, differentiated from regular nylon material products, were also newly launched.

To commemorate the new product launch, Jaju is holding a No-Line Underwear special exhibition on its mall SI Village until the 14th of this month. Customers who purchase three or more items from the special exhibition will receive a 20% discount benefit.

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