[E-Daily Reporter KIM JUNG YOU ] ShinsungTongsang(005390)’s manufacturing-and-retail integrated (SPA) fashion brand “Top Ten” is stepping up its efforts to strengthen its underwear category. By diversifying its underwear product lineup—which drives repeat purchases—the brand is expanding consumer choice.

According to Shinsung Trading on the 8th, sales of women’s underwear at the Top Ten Starfield Hanam store increased by 69% year-over-year as of last May. This is attributed to the effectiveness of Top Ten’s segmented product strategy, as more consumers are carefully considering factors such as fit and size when purchasing underwear.

Top Ten currently offers a diverse lineup of underwear, including eight types of bras and six types of briefs. Recently, underwear has established itself as an important category where consumers carefully consider factors such as comfort and materials when making a purchase. In response, Top Ten is highlighting lines such as the “Wireless” line, which uses 3D molding to enhance softness; the “Seamless” line, made with form-fitting nylon fabric; and the “Relax” line, which minimizes seams.

Top Ten is applying its core philosophy of “clothing you can wear every day” to its underwear line as well. Additionally, at major stores, the company is reducing the hassle of the purchasing process by helping customers select products that fit their body types. A prime example of this is the provision of disposable measuring tapes and size guides at the Starfield Hanam and Yongin Yubang locations.

A representative from Shinsung Trading stated, “Underwear is a category where choosing the right product and size based on one’s body type and personal taste is of the utmost importance,” adding, “We will continue to enhance customer satisfaction through a diverse product lineup and in-store services that improve the shopping experience.”