[Edaily Reporter Kim Ji-woo] #Shinsung Trading’s SPA brand Top Ten achieved its highest-ever monthly sales in May, surpassing 100 billion won. Analysts attribute this sales growth to the success of its “Goodwear” strategy, which focuses on enhancing the materials, functionality, and comfort of basic items. Additionally, the company expanded its major discount event “Ten Ten Day”—previously held only in the second half of the year—to the first half of this year for the first time, which appears to have driven demand for summer products.

Top Ten announced on the 4th that its May sales grew 28.7% year-over-year, surpassing 100 billion won. This follows the positive response to the first “Ten Ten Day” of the first half of the year, which kicked off on the 22nd of last month. In the early stages of the event, approximately 80% of total sales were generated at offline stores. Key functional lines, such as the Cool Air Cotton Double-Knit Oversized T-shirt and the Cool Air Cotton Crewneck T-shirt, ranked among the top sellers, with summer season staples featuring functional materials receiving a strong response from consumers.

This year, Top Ten has placed its “Goodwear” strategy—embodying the value of “clothes you can wear every day”—at the forefront and formalized its brand direction by appointing actress Jeon Ji-hyun as its brand ambassador last March. The strategy aims to convey to consumers the value of basic items that have consistently improved in terms of material, functionality, and comfort, rather than chasing trends. The company explained that it has focused each season on enhancing the material, functionality, and comfort of everyday items—such as basic T-shirts, denim, and shirts—rather than flashy trend-driven products.

A representative from Top Ten, a subsidiary of Shinsung Trading, stated, “The ‘Ten Ten Day’ event, introduced for the first time this year in the first half, received an unexpectedly positive response and drove overall sales growth in May,” adding, “This was the result of the convergence of our ‘Good Wear’ strategy, strong sales of our flagship products, and the success of the event.” The representative continued, “Going forward, we will continue to offer high-quality clothing that consumers can wear comfortably every day and enjoy for a long time at reasonable prices, and we plan to steadily maintain a twice-yearly schedule, including the second-half TenTen Day.”