Hyundai Home Shopping: "'Old Money Look' Influence... Premium Fashion Strong"
Hyundai Home Shopping announced on the 4th that premium fashion brands showed strong performance in this year's fashion sales analysis.
![Laciento's flagship product. [Photo by Hyundai Home Shopping]](http://www.asiae.co.kr/news/img_view.htm?img=2023120409041575173_1701648254.jpg)
Based on sales from January 1 to December 3 this year, the 'Top 10 Best Brands of 2023' reflected the trends of 'Old Money Look' and 'Stealth Luxury,' with premium fashion brands making significant advances. The prolonged economic downturn has increased preference for styles that express luxury through good materials and basics with elegant and simple designs, rather than fashion that prominently displays logos.
‘Laciento,’ Hyundai Home Shopping’s private brand (PB) known for its luxurious materials and sophisticated designs, sold over 610,000 sets and rose two ranks from the previous year to claim the top spot as the best brand. Laciento released new products reflecting the characteristics of the Old Money Look, such as raccoon hooded knits in calm colors and quilted padded pants.
‘Lee Sangbong Edition,’ launched in collaboration with fashion designer Lee Sangbong, and ‘J BY,’ which has emphasized minimalist design and premium strategies, ranked 3rd and 5th respectively, maintaining their positions in the upper ranks. A Hyundai Home Shopping official said, "This is a point where we can confirm the overall preference trend for the Old Money Look."
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Additionally, with the full-scale onset of the endemic this year, consumption of products linking leisure sports and beauty also increased. ‘USPA,’ evaluated as a brand suitable for outdoor activities due to its practicality and high mobility, ranked 2nd. Slipper brands ‘Sinmisa’ and ‘Altafit,’ which are well-received for their affordable prices and comfortable fit, newly entered the rankings, taking 4th and 10th places respectively. The beauty brand ‘Dalba,’ famous for its wrinkle improvement and whitening functional cosmetics, ranked 8th.
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