March 25, 2009 10:05
Jeans are evolving, with the traditional blue now only one among a rainbow of colors. Branded jeans, directly imported from overseas, fetch two to four times the money of the usual pants even in the recession.
The most striking trend is for colorful "skinny" jeans in red, yellow, pink and green, which started appearing early last year. At first they seemed too tight and garish to catch on, but suddenly sales are soaring. Setting the fashion is Girls' Generation, a K-pop girl group who perform in these pants.
The recession has been blamed for this sudden interest in happy colors. Kim Ran-do, a professor of consumer behavior at Seoul National University, explains, "People are seeking consolation from vivid colors."
At online shopping sites such as G-Market, sales of colorful skinny jeans rose by more than 50 percent in February, as well as expanding the customer base from women in their 20s or 30s even to men.
The popularity of jeans generally is also seen in department stores. Lotte Department Store posted a 17 percent growth year-on-year in January-February, while sales of jeans at the Hyundai Department Store grew 18.5 percent in January and 10 percent in February.
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