Samsung’s 8seconds rebounds with focus on young consumers

Samsung’s 8seconds rebounds with focus on young consumers

최초입력 2024.11.06 10:44:44

Samsung C&T’ss fashion brand 8seconds is experiencing a resurgence after weathering a downturn in recent years. Known as a fast-fashion brand, 8seconds saw its sales drop to the 100 billion won ($72.5 million) range before the Covid-19 pandemic but has since staged a remarkable recovery.
The casual SPA brand operates on a vertical integration model, overseeing everything from design to sales to offer affordable clothing. According to the South Korean fashion industry, the brand is expected to continue its growth trajectory from 2023 into 2024, with sales climbing nearly threefold over the past four years to around 300 billion won in 2023. Since its 2012 launch, 8seconds has positioned itself as a rival to Japan’s fast-fashion brand Uniqlo, with Samsung C&T CEO Lee Seo-hyun playing a pivotal role in its creation.
Despite an initially challenging period following its debut in 2015 to 2016, during which 8seconds was partially blamed for Samsung C&T’s operating losses, the brand has recently found new momentum, particularly as consumers increasingly favor budget-friendly SPA options as inflation rises. This shift in spending behavior has supported 8seconds recovery in the post-pandemic economy.
Sales data from 8seconds reveal a steady upward trend since 2020, with double-digit growth each year. Notably, 2021 and 2022 saw annual revenue growth rates of 30 percent, followed by a more modest 10 percent increase in 2023. Although Samsung C&T’s fashion sector overall has struggled in 2024 to date, 8seconds has managed to perform relatively well.
A key driver in 8seconds revival is the fashion division’s head Lee Joon-seo, who has collaborated closely with CEO Lee Seo-hyun to steer the brand back to profitability. Since Lee Joon-seo’s return to a management role in April 2024, the brand has focused on enhancing customer experiences and creating welcoming retail environments, including launching store renovations and new locations in high-traffic areas. Expanding its presence in neighborhoods frequented by foreign tourists, 8seconds has also aimed to boost its international profile, increasing its number of stores from 62 in 2021 to 78 in 2024.
The brand’s turnaround can also be attributed to its focus on younger consumers, particularly those in their teens and twenties. Recognizing that these age groups favor online fashion platforms, 8seconds has strengthened collaborations with digital fashion marketplaces, delivering unique content and connecting with young shoppers. The brand has notably partnered with popular cultural icons such as K-pop bands and animated characters, drawing attention both domestically and abroad. The 2024 campaign featuring the K-pop band DAY6, for example, generated a strong response among fans, while partnerships with trending celebrities like model Shin Hyun-ji and dancers Redlic and Capri, known from the dancing TV show, Street Woman Fighter, have boosted the brands appeal among younger audiences.
In another bid to capture young shoppers’ attention, 8seconds has introduced new products in collaboration with Bao Panda Family characters, after a successful launch with Everland in 2023 saw a 90 percent sell-through rate.
Looking ahead, Samsung C&T has signaled its intention to pursue overseas expansion for 8seconds, with plans reportedly set for 2025. Industry sources speculate that the brand may soon revisit the Chinese market.
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Samsung’s 8seconds rebounds with focus on young consumers

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