As comedian Lee Soo-ji became a hot topic through a YouTube video parodying parents from Daechi-dong, it was revealed that the highest amount of Moncler down jackets were washed in the Gangnam and Seocho districts of Seoul.
According to the non-face-to-face mobile laundry service Laundrigo, the most washed brand out of 279,606 down jackets cleaned over the past year was The North Face (11.9%). Discovery Expedition (7.3%) and Nike (4.5%) followed. Among luxury down jacket brands, Moncler ranked first with a 4.1% market share (overall 6th place). The annual washing volume was 11,463 jackets, significantly surpassing other premium brands, with the volumes received from Gangnam and Seocho districts making up 29.7% of all Moncler washing.
The most common color for down jackets was black. White and beige showed differences by brand. For mid-range brands, white and beige accounted for over 40%, while high-end brands only reached about 20%. This suggests that lighter colors are more sensitive to stains.
Earlier, on the 4th of last month, comedian Lee Soo-ji acted as a devoted 'Daechi mom' regarding the education of her 4-year-old daughter Jamie in a video titled 'Human Documentary: Children Are Good' posted on her YouTube channel 'Hot Issue Ji.' In the video, Lee drives her young daughter to math academy and settles for a simple meal of kimbap in the car. Her subtle use of 'semi-honorific' speech and distinct English accent perfectly portrayed a Gangnam parent.
As of 11 a.m. on the 6th, the video recorded 7.96 million views on YouTube, continuously attracting attention. In the video, Daechi mom Lee wore a Moncler down jacket, which is popularly referred to as 'school uniform' among moms in Gangnam. However, the brand's image as a 'fashion item for moms' with an excessive passion for their children's private education has significantly declined. Indeed, there has been a recent surge in Moncler resale listings on related second-hand trading platforms.