Shinsegae Group fashion platform W Concept said on the 26th that its Black Friday event "W Week" set a new sales record.
Sales for W Week, held for two weeks from the 10th to the 23rd, rose 48% from the event in Nov. last year.
In particular, the brand campaign aimed at customers in their 20s stood out. During the event, the number of new members ages 20 to 29 increased 44% from a year earlier.
By category, life and beauty each posted high sales growth of 270% and 130%. Demand increased for cold-weather home appliances due to the cold snap, year-end gift beauty items, and kids products.
New brands also stood out. In the "New Concept Encore Sale" corner for incubating brands newly launched this year, total sales of about 60 brands increased 88% from the week before the event.
At the offline pop-up store (temporary store) "W Closet" operated in Seongsu-dong, Seoul, for five days from the 19th to the 23rd, more than 5,700 customers visited.
The 360 or so brands featured at the offline pop-up saw average sales increase 53% from a year earlier, which analysts said carried over into an online-offline linkage effect.
W Concept will run an encore sale, "Black Week," through the end of this month in response to customer support for the event. It will offer additional 20% and 30% discount coupons usable by brand and hold a Mon.-Wed.-Fri. brand relay discount, among other promotions.