Vivian Sees Rebound in Department Store and Outlet Sales... Expectations Grow for Improved Performance in Second Half

Fashion company Vivian is raising expectations for a rebound in performance in the second half of the year, driven by the recovery of its offline distribution channels.

According to Vivian on June 10, the company has moved past the temporary slowdown experienced in the first quarter of this year, with a clear sales recovery observed since May, particularly through department stores and outlet centers.

The company stated that sales through department store channels last month increased by more than 5% compared to the same period last year, and this month, the growth rate is exceeding 6%. As a result, there is growing interest in the potential for improved performance in the second half of the year.

This growth trend was largely influenced by increased demand for lingerie gifts during Family Month in May. In addition, strong sales of pajamas and loungewear products, which reflect recent changes in consumer preferences and fashion trends, have further contributed to overall sales growth.

The outlet channel also maintained its growth trajectory. Last month, outlet sales rose by 12% compared to the same period last year. The company explained that a tailored distribution strategy, which expanded supply to match recent outlet consumption trends, had a positive impact on performance.

Vivian plans to continue expanding product supply to both department store and outlet channels. At the same time, the company will strengthen its sales and marketing activities, particularly focusing on new brands, to secure growth momentum.

In particular, the company is planning aggressive marketing strategies for its new brands, "PAU at USE," "Sandys," and "PRAS," aiming to improve both sales and profitability simultaneously. Among them, the fashion accessories brand "PRAS" strengthened its brand competitiveness last month by achieving a 20% increase in sales compared to the same period last year.

A Vivian representative stated, "We are enhancing the competitiveness of existing distribution channels while actively fostering new brands to match shifting trends," adding, "Through business diversification and distribution innovation, we expect to deliver more visible growth results in the second half."

Vivian is expected to accelerate its turnaround in the second half of the year, based on the recovery of offline distribution channels and the growth of new brands.

This content was produced with the assistance of AI translation services.