[Edaily Reporter Kim Ji-woo ] SAMSUNG C&T CORPORATION(028260) Eight Seconds, the SPA (manufacturer-direct retail) brand under Samsung C&T’s Fashion Division, is redefining its identity as a “casual brand.” Moving away from the traditional SPA business model focused on rapid product turnover and price competitiveness, the brand is now prioritizing strategic products that reflect current trends and customer preferences to boost brand preference.

According to industry sources on the 8th, Eight Seconds has designated the “Magic Slim T-shirt” and “All-Day Crease” as its strategic products for this summer and has launched new items with enhanced designs and lineups. These products are characterized by a focus on comfortable wear and versatile styling options to accommodate the early heatwave and frequent weather changes.

Launched last March, the Magic Slim T-shirt is a basic short-sleeve T-shirt featuring breathable fabric and twisted details. It incorporates a design that naturally enhances the silhouette.

Market response was immediate. The Magic Slim T-shirt sold approximately 45,000 units within about two months of its launch, and by June—just over three months after launch—cumulative sales exceeded 80,000 units. Year-over-year sales growth reached approximately 425%. Word of mouth has spread about the comfortable fit that naturally conceals excess body fat, and demand for purchasing the same product in different colors continues to grow. Accordingly, the company plans to expand its product lineup for this year’s FW (Fall/Winter) season by adding new colors based on customer feedback.

Another strategic product, the All-Day Crease line, is also performing well. The All-Day Crease line features products made from crease fabric, known for its lightweight, cool feel and natural wrinkles. The brand highlights that the fabric is wrinkle-resistant and easy to care for, making it highly versatile for everything from work outfits to everyday wear and vacation styling.

Eight Seconds has expanded the All-Day Crease line to include a variety of items, such as jackets, pullovers, shirts, pants, and shorts. Another key feature is the ability to style the collection as matching sets. Since its launch last May, the All-Day Crease line has achieved a sales rate of over 80% in just over a month. Furthermore, while Eight Seconds has traditionally been perceived as a women’s apparel brand, Namsung apparel sales during the same period increased by approximately 200% compared to the previous year.

As such, Eight Seconds is moving beyond the model of mass-selling simple basics and is focusing on incorporating elements that customers prioritize during the actual purchasing process—such as body-flattering designs, fabric quality, and styling versatility—into its products.

The success of these strategic products has also boosted the brand’s overall performance. Eight Seconds’ cumulative sales from January to May this year saw double-digit growth compared to the previous year. Notably, in May—following the launch of the two strategic products—the number of new customers increased by approximately 30% year-over-year. Repurchases by dormant customers—those who had not made a purchase for over a year—also rose by about 45%.

Eight Seconds’ presence is also growing in online channels. On SSF Shop, the online shopping platform operated by SAMSUNG C&T CORPORATION, Eight Seconds maintained the top spot in search volume from June of last year through June of this year.

This trend also reflects the consumption preferences of younger demographics. From January to May of this year, approximately 53% of customers in their 20s who used SSF Shop purchased Eight Seconds products. About 38% of customers in their teens and 34% of those in their 30s also purchased Eight Seconds items.

Eight Seconds also accounted for about 26% of customers who chose it as their first-purchase brand on SSF Shop. The company reports that its strategy of attracting new customers and encouraging repeat purchases through key products is yielding simultaneous results.

A representative from SAMSUNG C&T CORPORATION’s Fashion Division stated, “Our product strategy, developed based on an analysis of customer needs and trends, led to these first-half results,” adding, “We plan to continue enhancing product competitiveness and quality to further elevate our brand value.”