"Thought It Was a Designer Brand"... '5,000 Won' New Apparel Flying Off the Shelves [The Way We Shop Now]

Ultra-low-priced Outerwear for the Spring Season Draws Attention

Inventory Sells Out Rapidly Both Online and Offline After Launch

Demand for Value Fashion Expands Amid Economic Downturn

Editor's NoteWhat are people buying these days? From daily necessities that are a must-buy at Daiso, to cosmetics that sell out at Olive Young, and even bread that people line up for—familiar scenes of consumption reflect the current market trends. is a series that reads today's consumer trends through the lens of 'best-selling items' in everyday life. It explores which products are being chosen and what strategies open consumers' wallets, breaking down changes in the consumption scene in an easy and engaging way.

New Daiso Nylon Crop Windbreaker Product. Screenshot from Daiso Mall

"It's hard to believe it's only 5,000 won for something that looks like a designer brand product."

Recently, with daily temperature differences reaching around 10 degrees Celsius, demand for light outerwear suitable for transitional seasons has been rapidly increasing. Amid this trend, Daiso, a household goods retailer, has launched a windbreaker priced at just 5,000 won, capturing significant consumer attention. Thanks to a price overwhelmingly lower than existing brand products, word of mouth has spread, resulting in the product selling out both online and offline immediately after its release. Analysts attribute this enthusiastic response to a surge in demand for 'cost-effective products' as consumer sentiment has weakened in the face of high inflation and an economic downturn.

Ultra-Low-Priced Outerwear Launched for Spring Transition

On February 23, Daiso released three types of nylon windbreakers. The products include: ▲Nylon Lightweight Zip-up Windbreaker ▲Nylon Hooded Zip-up Windbreaker ▲Nylon Crop Windbreaker, all priced at 5,000 won each. They are available in a variety of colors and sizes, offering consumers a wide range of choices.

The products feature lightweight nylon material, enhancing portability and ease of movement. The lightweight zip-up model is designed so the jacket can be folded and stored in an inner pocket for convenience, and the waist string can be tightened to reduce wind entry. The hooded windbreaker has sleeve banding and a generous hood structure, making it a practical outer layer, while the cropped design emphasizes a casual look with its shorter length and kangaroo pocket.

New Daiso Nylon Hooded Zip-up Windbreaker. Screenshot from Daiso Mall

"Thought It Was a Famous Brand," "Put It in My Cart After Seeing the Price"... Overwhelming Response

Consumer response has been enthusiastic. At a store in Seoul on February 26, Customer A said, "Just by looking at the design, it doesn't look much different from well-known brand products," adding, "It also feels comfortable to wear." Another customer, B, commented, "It's perfect for layering under other outerwear, and it's comfortable enough to wear at the office without any concern."

The key factor, of course, is the price. Compared to branded windbreakers, which can range from tens of thousands to hundreds of thousands of won, 5,000 won is a price point that allows consumers to try the product without hesitation. Customer B also shared, "I visited the store to buy bathroom supplies, but after seeing the windbreaker, I decided to put one in my cart." In fact, stocks were being depleted quickly right after display in stores, and some products and sizes were temporarily out of stock on the online mall as well.

Currently, some new windbreaker products and sizes are temporarily out of stock on the Daiso Mall. Screenshot from Daiso Mall

Closed Wallets in a Downturn... The Fashion Industry is Struggling

This popularity is closely linked to the ongoing trend of 'recessionary consumption.' As high inflation persists, consumers are increasingly prioritizing utility relative to price as their core purchasing criterion.

According to the National Statistical Portal (KOSIS) of Statistics Korea, consumer prices rose by 2.1% last year compared to the previous year. In particular, the cost-of-living index increased by 2.4%, indicating that the price burden felt by consumers remains significant.

According to the National Statistical Portal (KOSIS) of Statistics Korea, consumer prices rose by 2.1% last year compared to the previous year. In particular, the cost-of-living index increased by 2.4%, indicating that the price burden felt by consumers remains significant. Photo by The Asia Business Daily DB

As a result, clothing consumption also slowed. Sales of semi-durable goods such as clothing, footwear, and bags declined by 2.2% last year. This marks the third consecutive year of decline—down 0.5% in 2023 and 3.0% in 2024—making it the longest period of decrease since statistics began in 1995.

The contraction in demand is affecting the fashion industry's performance as well. Last year, operating profit in the fashion division of Samsung C&T Corporation fell by 28% compared to the previous year, while Handsome also saw a 17% drop in operating profit. Major outdoor brands such as K2 Korea, Nepa, and BYN Black Yak have also suffered sales declines and deficits, reflecting an overall slowdown in industry growth.

Daiso Alone Bustling... How Daiso is Thriving in a Downturn

In this environment, Daiso's apparel, which emphasizes price competitiveness, is emerging as a new consumer alternative. According to Daiso, apparel sales from January to November last year increased by about 70% compared to the previous year. The number of products expanded to around 800 types. Having previously focused on daily necessities, Daiso is now quickly building a presence in the ultra-low-priced apparel market by expanding into beauty and fashion.

A Daiso store located in Jongno-gu, Seoul.

Industry experts believe this strategy is likely to remain effective for some time. With high inflation continuing, the tendency to prioritize satisfaction relative to price is becoming more pronounced among consumers. Of course, given the different price brackets and target demographics, some argue that it is not direct competition. However, as consumers become more price-sensitive, competition in the mid- to low-priced market is expected to intensify further.

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