According to industry sources on the 4th, #Shinsung Trading’s vertically integrated (SPA) fashion brands ‘Top Ten’ and ‘Top Ten Kids’ (children’s wear) surpassed 100 billion won in sales last month. This represents a 28.7% increase compared to the same period last year. In particular, the ‘Ten Ten Day’ promotion, running from the 22nd of last month through the 7th of this month, is reported to have driven this sales growth. It is reported that TenTen Day surpassed 30 billion won in sales within just five days of its launch, garnering a strong response from consumers.
TenTen Day is Top Ten’s flagship promotion. Shinsung Trading has decided to expand TenTen Day from once a year to twice a year starting this year. By increasing the frequency of TenTen Day, the company aims to offer consumers more opportunities for discounts.
This change is also part of Top Ten’s evolving brand strategy. Previously perceived by consumers solely as a value-for-money brand, Top Ten has begun focusing on establishing its identity as a “fashion brand” starting this year. The result of this effort is the “Goodwear” brand strategy. To convey the value of “clothes you can wear every day,” Top Ten has appointed top actress Jeon Ji-hyun as its brand ambassador and adopted a “selective and focused” marketing strategy centered on “Ten Ten Day” as its flagship, recurring promotion. This reveals Top Ten’s strategy to cultivate “Ten Ten Day” as a brand asset.
This year’s Ten Ten Day promotion centered on products featuring functional materials—which are in high demand during the summer—and comfortable wearability. A wide range of items, from tops and bottoms to underwear and outerwear, are being offered at discounts of up to 75%. Shinsung Trading is one of the few domestic fashion companies that possesses the capability to mass-produce high-quality, value-for-money apparel, as it has its own manufacturing facilities. Recently, the company appears to be accelerating efforts to enhance its brand value by significantly boosting its marketing capabilities.
A Shinseong Trading official stated, “We have expanded TenTen Day to a biannual event so that more consumers can experience the value of ‘good clothing’ that Top Ten pursues through tangible benefits,” adding, “We will cultivate TenTen Day as a brand asset and provide a brand experience that keeps customers coming back to Top Ten.”
CJ Olive Young, a leading platform in the domestic cosmetics (beauty) industry, is also a company actively promoting brand days. The star of the show is Olive Young’s regular discount promotion, “Olive Young Sale.” Olive Young holds the Olive Young Sale four times a year to build consumer loyalty. Olive Young Sale is an event that introduces new products and popular items showcasing the latest K-Beauty trends at special prices; it takes place every year in late May or early June during the summer season. Because it is held regularly, some consumers even wait specifically for this period to make their purchases.
The e-commerce platform market has been at the forefront of proactively promoting regular flagship campaigns. Gmarket, an affiliate of the Shinsegae Group, is currently running “Big Smile Day,” its largest annual promotion. Under the concept of “Korea’s 10-Million-Visitor Shopping Festival,” this year’s event ran for two weeks from May 6 to 19. It featured discounts of up to 60% and stackable discounts. The Big Smile Day teaser video released ahead of the promotion garnered significant consumer interest, surpassing 10 million cumulative views on YouTube.
The reason the domestic retail industry—including fashion, beauty, and e-commerce—has recently been placing such a strong emphasis on regular promotions is to strengthen consumer lock-in, concentrate demand, and enhance the customer experience. By fixing promotions to specific times of the year, retailers can concentrate consumer purchases during those periods, boosting short-term sales volume. Additionally, this strongly associates the brand name with specific dates, significantly increasing brand awareness.
From a customer experience perspective, analyses suggest that regular “Brand Days” can convey a sense of a “small festival in everyday life” to consumers, which can translate into greater brand affinity. Furthermore, since consumers can anticipate these events at the same time every year, they help establish brand loyalty and naturally enhance customer retention. From a corporate standpoint, regular promotions also offer the advantage of standardizing internal planning and operational processes, thereby increasing efficiency.
A retail industry insider stated, “In the retail sector, where fierce competition is rampant, a well-designed Brand Day can play a role in expanding the market share of related industries or sectors beyond individual brands.” They added, “However, it is crucial to naturally incorporate differentiation and storytelling for each brand, and to operate the event for at least several years to ensure consumers consistently recognize the Brand Day.”
