Eland Global's junior brand, The Day Girl, noted on the 31st that its down jacket 'Signature Hip-High Down,' released this winter, saw a sales increase of about 400% compared to the previous year, resulting in the initial stock being sold out.
The Signature Hip-High Down features a short design and a variety of shining 'glossy' materials. It maintains its quality even with water washing and dryer use, and it is lightweight yet highly insulated, using duck down filling and lightweight materials. It was launched in five colors: glossy black, glossy silver, glossy cream, ivory, and mix black.
The Day Girl is a brand for preteen girls aged 10 to 14 who dream of becoming K-pop idols. To target the domestic children's clothing market, which is expected to grow to 1.2 trillion won even in an era of low birth rates, it has adopted the concept of 'K-pop idol look.'
Eland explained that unlike other children's clothing, a higher percentage of purchases are made by children rather than parents. It is also characterized by designs not typically found in existing children's clothing, such as 'skirts with chains' and 'wide cargo denim.'
An Eland representative said, 'While there are many brands targeting the market with idol concepts abroad, The Day Girl is the only one in our country,' adding, 'We will continue to introduce trendy products that can inspire dreams in children.'