W Concept, Denim Popularity Drives 'frrw' Brand Sales Up 6 Times

by Lee Seohee

Published 04 Apr.2023 09:52(KST)

W Concept announced on the 4th that sales of the casual brand 'frrw' increased sixfold compared to the previous year until March this year, influenced by the continued popularity of denim since last year.

This year, frrw introduced four types of denim pants: 'Straight Fit', 'Semi Wide', 'Loose Fit', and 'Bootcut'. Since their launch, sales of denim pants have increased by 250%, and the proportion of denim pants in the brand's total sales has expanded by about 30%.

Casual brand 'frrw' launched by W Concept
[Photo by W Concept]

W Concept attributes this success to strengthening key items last year, diversifying sizes according to customer needs, and expanding the product lineup. Noting that female customers find it difficult to purchase pants online, they diversified sizes and enhanced designs, which also had an impact. Based on seven waist sizes, they offered a total of 14 sizes by adding a regular size with a standard length of 88?92 cm for average-height customers and a long size that is 5 cm longer for taller customers.

In addition, by strengthening the casual product lineup that can be matched with denim pants, they enjoyed a sales increase alongside pants.

A W Concept representative said, "Denim pants are gaining popularity as 청청패션 (Cheongcheong Fashion) trends and stylish French styling become fashionable," adding, "We plan to continue introducing how to purchase pants through campaigns for customers who hesitate to buy denim pants online."