GS Shop, Summer Shapewear 'Popular' Amid Prolonged Heatwave

Summer underwear with shaping functions is enjoying a special boom amid the prolonged heatwave.

According to GS Shop on the 22nd, sales of summer underwear through the mobile app from the 1st of last month to the 20th of this month increased by about 20% compared to the previous year. In particular, sales of summer underwear with shaping functions rose by more than 60%, and some specialized shaping underwear brands saw sales grow 5 to 8 times, enjoying a special boom.

The shaping underwear brand with the highest growth rate is ‘WAX (WOX)’. Its representative product, the ‘Baessok Tee’, saw sales increase eightfold compared to the previous year. It features patented shaping technology and highly elastic fabric that enhances the abdominal figure. It is popular because it can be worn as everyday clothing without outerwear and can also be used as underwear when wearing figure-revealing outerwear.

The ‘Omote’ brand, whose core concept is the shaping line, saw sales increase about fivefold compared to the previous year. Its representative product, the ‘Omote Cool Coverage Bra Panty’, not only widely covers side breast and lower abdomen areas to create a beautiful line but also uses ‘Ingyun’, known as ice silk, providing comfort when worn, attracting many consumers.

Shaping function products are also popular in well-known brands like ‘Venus’. The ‘Everyday Semi-Shaping Ham Panty’, whose sales increased more than tenfold compared to the previous year, features a highly elastic mesh on the front that firmly supports the abdomen and shapes the side fat. The ‘Venus Arbo No-Wire Nudie Shaping Bra’, which naturally shapes from the chest to the axillary and back fat without wires, also saw sales nearly ten times higher than the previous year.

Park Ji-hyun, MD of GS Shop’s M Trend Team, explained, “Underwear is closely connected to fashion and is greatly influenced by fashion trends. As people look for thin and light materials that reveal the figure during the heatwave, it seems that summer underwear with natural shaping functions is being sought more.”

Meanwhile, to capture the final summer underwear boom, GS Shop will hold the ‘Venus 2023 Department Store Collection Uniform Price Event’ from the 24th to the 26th. The event will offer up to 89% discounts on popular items this year, including ‘Seamless Shaping Underwear’, the ‘Memory Pad Bra’ that enhances a smooth silhouette, and the ‘Lalala Memory Bra’ worn by model Lee Ha-nui.

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