TOPTEN Targets Everyday Functional Wear Demand with OnAir and AirTech Lines
Creatrip Team
a month ago
TOPTEN (TOPTEN10), run by Shinseong Tongsang, is focusing on functional everyday wear centered on its OnAir (heat-retaining innerwear) and AirTech (lightweight padding) lines. Founded in 1968 and launching TOPTEN in 2012, the company runs about 600 stores nationwide. TOPTEN emphasizes fits and designs tailored to Korean body types and operates family-oriented flagship stores that combine adult and kids lines. Its strategy prioritizes steady-selling functional items over fast-fashion trends: the OnAir series offers a three-tier heat lineup by season/temperature, while AirTech maintains demand through light comfort and warmth. Inventory and supply are managed with store sales data, and promotions like “TenTen Day” drive repeat and new visits. The brand also strengthens year-round innerwear ranges (OnAir, CoolAir, AirTech) to boost repurchase rates. Having won the 2025 Consumer-Selected Best Brand award in the national SPA category, TOPTEN plans a 2026 shift toward qualitative growth—raising per-store productivity, data-driven operations, and customer experience—and will open a large flagship in Daegu’s Dongsung-ro in September 2026. (OnAir: a branded heat-retaining innerwear line; AirTech: a lightweight thermal padding product line)
