Department Stores Trust Pulling Power of Lingerie

Underwear is traditionally the top item in department store sales to the extent where they often have to hire security guards to maintain order in the crowd when expensive imported lingerie goes on sale. Ahead of this year’s first sales event starting Friday, department stores are as usual focusing their efforts on marketing underwear.

Underwear bargains are believed to be one of the most effective ways to tempt customers to loosen their purse strings, since many customers who buy high-class underwear also buy other luxury items.

According to Shinsegae Department Store, 12.3 percent of customers at the luxury lingerie zone in its Gangnam branch also made purchases at other high-end brand booths, while 7.7 percent bought expensive imported casual clothes as well. In other words, customers who buy luxury lingerie have strong purchasing power. At Hyundai Department Store, the story is much the same.

Another noticeable trend is rising demand for red underwear as it is traditionally believed to invite good fortune. A department store in Busan saw the sales of red underwear make up 25 percent of its daily overall sales on the opening day, and other stores are since then also planning a similar event.