Samsung C&T's '8Seconds'... From 'Painful Finger' to 'Golden Child Brand'

Fashion Sector SPA Brand

Surpassed First Break-Even Point Since Last Year's Launch
Maintains Double-Digit Growth This Year
Cost-Effective and Sentimentally Valuable Items Attract Young Consumers

Samsung C&T Fashion Division's SPA (manufacturing and distribution integrated) brand '8Seconds' has solidified its position as a 'cash cow business' by maintaining double-digit sales growth. This is the result of attracting attention with products and content targeting young consumers who seek 'cost-effectiveness' amid the fashion industry's struggles due to rising prices.

8Seconds Times Square Store
[Photo by Samsung C&T Fashion Division]

According to Samsung C&T Fashion Division on the 10th, 8Seconds' cumulative sales from January to September this year grew by more than 10% compared to the same period last year. The brand, launched in 2012, surpassed its break-even point last year with sales increasing by more than 30% compared to the previous year, and it continues to maintain steady growth this year.

8Seconds ambitiously started with the aspiration to "captivate consumers in 8 seconds," as reflected in its brand name, but it experienced continuous decline for a while and was considered a 'sore spot.' However, with the rise in interest from those seeking smart consumption during the COVID-19 pandemic, it successfully rebounded. Thanks to the brand's remarkable performance, Samsung C&T Fashion Division's operating profit for the third quarter of this year also rose 13.8% to 33 billion KRW from 29 billion KRW in the same period last year, overcoming the seasonal slump.

8Seconds introduces items weekly that align with the purchasing behavior of the MZ generation (Millennials + Gen Z), who pursue practical consumption and prefer to use even a single item in various ways. This year, it launched 'Uni8,' a premium casual line for the 'Gen Z' generation that respects openness of expression and diversity of tastes. Through this, it released not only 'core items' based on practicality such as sweatshirts, hoodies, T-shirts, denim, and sweatpants but also trendy 'season items' like varsity jackets, leather jumpers, and cargo skirts and pants. In particular, products such as garment-dyed T-shirts, long skirts, and cargo pants accounted for over 80% of sales, coinciding with casual trends.

It also introduced 'Edition8,' a premium essential line pursuing the timeless value of 'timeless essentials.' This line is characterized by improved quality compared to existing products through high completeness and upgraded materials. Sweater items such as pullovers, cardigans, and vests recorded sales rates close to 'sold out.'

To engage with young consumers, 8Seconds operates its official YouTube channel '8Seconds TV.' Collaborating with power YouTubers, it presents content introducing the brand and products, gathering over 120,000 subscribers. Until the 22nd, it is showcasing shirts and pajamas using the popular 'Poobah' image among the MZ generation through the 'Poobah Pop-up Store' set up by Everland at 'The Hyundai Seoul' in Yeouido, Seoul.

Park Dong-il, head of the 8Seconds women's wear team, said, "With the 'three highs' phenomenon of rising international oil prices, interest rates, and exchange rates, customers who consider cost-effectiveness and 'gasimbi' (psychological satisfaction relative to price) are increasing, which is raising consumer interest in 8Seconds." He added, "We plan to launch various premium lines to induce smart consumption among young customers and satisfy their fragmented desires."

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