Leggings, which were considered yoga clothes worn only by women, are expanding their territory in Korea. Pants for work worn instead of suits, and their use has also expanded to men's sportswear. It is evaluated that this trend in the trend of athleisure (attire suitable for exercise but comfortable to wear for everyday wear) was led by the sportswear brand Seximix.
The brand Jexy Mix, launched in 2016, became famous for its 'leggings without the Y zone'. Unlike the existing leggings that focused on functionality by revealing the curves of the body, this is because they took care of both functionality and body shape correction. Lee Soo-yeon, the representative of Brand X Corporation (pictured), took on the role of design team leader at the beginning of the launch of the Jeximix brand, and made it a top priority to solve the customer's complaint that 'leggings are too embarrassing to wear because they highlight the body'.
He put one more layer of fabric on the groin area 강남레깅스룸 of the leggings so that the area would not stand out, and designed the waistline so that the fabric would not roll around the abdomen when folded at the waist. The fabric used a material that does not stand out under the underwear. CEO Lee Soo-yeon said, "As a result of improving the inconvenience based on the experience of running a clothing shopping mall as a web designer and the experience of doing various sports, I was able to secure loyal customers for Seximix in a short time."
Another reason why Jeximics was able to grow in a short period of time is because it chose a direct-to-consumer (D2C) strategy in the beginning. When brand awareness was low, Brand X Corporation chose to nurture its own mall rather than entering an open market. The distribution margin saved by the D2C strategy was invested in research and development (R&D) to lower the price. When Nike or Adidas leggings cost more than 50,000 won per piece, Jeximix was able to set the price for products under 30,000 won. According to Seximix, the current sales portion of Seximix's own mall is over 90%, and the repurchase rate is over 80%.
Starting with men's sportswear in 2020, Seximix is securing a diverse customer base by expanding its category to underwear in 2021 and golf and children's clothing last year. In particular, the premium line 'Black Label' launched in 2021 is popular overseas as it subdivides products according website to individual exercise habits and intensity.