Korean fashion consumers are increasingly opting for affordable basic clothing items like plain t-shirts, jeans, and black slacks, where brand distinction is minimal and not prioritized. SPA (Specialty store retailer of Private label Apparel) brands, such as Spao, are capitalizing on this trend by offering inexpensive and functional basic tees. Spao's sales of plain t-shirts have risen by 31% compared to last year, driven by budget-friendly prices and additional features like cooling technology. Similarly, Missha, another SPA brand, has seen a 216% surge in basic t-shirt sales, with popular YouTubers endorsing them as value-for-money picks. The trend reflects a shift towards practicality and comfort among young Korean consumers, especially noted on social media channels like Instagram and YouTube.
