"The Clothes My Dad Used to Wear"... Ralph Lauren, Beanpole, and Hazzys See Sales Surge as MZ Generation Embraces the Trend

TD Brand Sales Up 17.8% at Three Major Department Stores, Ralph Lauren Soars 27%
Hazzys, Lacoste, and Beanpole Also See Double-Digit Growth
Targeting Millennials & Gen Z With Heritage Appeal Amidst Market Polarization Toward Luxury and SPA Brand

The traditional casual (TD) brands, once called “old man’s clothing,” are experiencing a revival. After years of single-digit revenue growth, sales have surged nearly 20% this year. In particular, the American brand Ralph Lauren is leading the market, posting growth close to 30%. Analysts attribute the market’s shift to a renewed competitiveness in timeless designs and longstanding brand heritage amid a fashion market increasingly polarized between luxury and maker/distributor-driven labels (SPAs).

Group aespa member Winter wearing Polo Ralph Lauren clothing. Winter SNS

According to the retail industry on September 15, the combined TD sales of the three major department stores—Lotte, Shinsegae, and Hyundai—rose by an average of 17.8% year-on-year for the January–August 2026 period. The growth rate, which was just 2.1% in 2024 and 5.1% last year, has jumped into double digits this year. TD brands refer to clothing items less affected by short-term trends, such as shirts, jackets, cotton pants, polo shirts, and knits. Ralph Lauren, Bean Pole, Hazzys, and Lacoste are representative brands in this segment.

Ralph Lauren Grows at Double the Rate of Its Competitors

Ralph Lauren stands as the undisputed leader of this market. During the first eight months of this year, Ralph Lauren’s revenue at the three department store chains increased by an average of 27%. This growth rate is nearly double that of Hazzys (14%), Lacoste (12%), and Bean Pole (11%).

Ralph Lauren store at The Hyundai Seoul located in Yeouido, Seoul.

Last year, Ralph Lauren Korea recorded 612.2 billion won in sales—a 14.7% increase from the previous year's 533.7 billion won. This is the highest among major domestic TD brands. Industry estimates place last year’s domestic sales of Bean Pole (Samsung C&T's fashion division) at about 600 billion won, and Hazzys (of LF) at about 500 billion won. Sales at Dongil Lacoste, which operates Lacoste’s domestic business, were 311 billion won.

Originating in New York in 1967, Ralph Lauren encapsulated the lifestyle of the American upper class—such as horseback riding and polo—into its clothing and advertising, evolving into an iconic “American classic” brand. It entered the Korean market in 1982 and became popular among young people who enjoyed imported fashion in the 1990s.

The popularity of TD brands waned in the 2010s. Affordable, trend-sensitive SPA brands expanded the casual market, while consumers with greater spending power shifted toward luxury goods and overseas contemporary brands. As street fashion and athleisure trends emerged, the neat look centered around shirts and cotton pants started to feel outdated and stifling. As core customers aged along with the brands, TD labels took on an “X-generation” or “dad’s clothes” image among younger shoppers.

Ralph Lauren changed its distribution and pricing strategy. Around 2020, the company restricted Asian consumers—including Koreans—from purchasing via the U.S. official website and strengthened its official domestic sales networks. It reduced discounts, increased the proportion of full-price sales, and reinterpreted designs in a more modern way. What was once considered an outdated image became an asset. Now, people in their 20s and 30s are styling Ralph Lauren knits and polo shirts with wide-leg pants and sneakers. Instead of simply copying how their parents dressed, they create their own combinations using vintage designs.

Launched in 1989, the local brand Bean Pole featured a gentleman-on-a-bicycle logo and British-inspired designs, competing directly with Ralph Lauren in the 1990s. Its ad campaign “Her bicycle entered my heart” became a hit, establishing Bean Pole as the go-to brand for university students and young professionals. Annual sales, 600 million won in its first year, at one point surpassed 700 billion won. More recently, the brand has adopted “essentialism”—reinforcing core items such as cardigans, quarter-zip pullovers, and shirts by reworking traditional classic designs for a modern audience. Rather than discarding past designs, they have updated materials, colors, and styling to appeal to younger consumers.

Hazzys, launched by LG Fashion (the predecessor of LF) in 2000, capitalized on a British preppy look and a hunting dog logo to capture the university and young professional market of the 2000s. Lacoste, established in 1933 by French tennis player René Lacoste, has also attracted renewed attention to its crocodile-logo polos, as the popularity of tennis surges.

Filling the Gap Between Luxury and SPA Brands

The TD resurgence is set against the backdrop of a polarized fashion market. As consumer spending congregates at the extremes of high-end luxury and affordable SPA brands, mid-priced fashion players have seen their position erode—creating new opportunities for TD brands. TD brands offer lower prices than luxury labels, but enjoy a reputation for quality materials and craftsmanship. A shirt or knit from a TD brand can be worn in a variety of situations, from the workplace to gatherings or travel.

This movement also matches the younger generation’s interest in brand legacy and storytelling. Logos that once felt stale—ponies, bicycles, hunting dogs, crocodiles—are now seen by those in their 20s and 30s as badges of heritage. Increasingly, consumers are choosing to wear tried-and-tested designs for longer, rather than chasing new trends with each season.

Department stores are also expanding their TD brand offerings. At Shinsegae Department Store’s Gimhae branch, Ralph Lauren and Lacoste men’s and women’s shops are both placed on the first floor. The Times Square branch has also opened a new Lacoste women’s shop in the women’s casual zone. A department store official commented that “What was considered a drawback in the past—plain design and an old-fashioned image—has now become a strength, as shoppers value clothes that last.”

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