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HomeDaily NewsFashion'제니가 입으면 터진다'…트리밍버드, 하고하우스 만나 1분기 매출 86% ‘점프’
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‘제니가 입으면 터진다’…트리밍버드, 하고하우스 만나 1분기 매출 86% ‘점프’

오프라인 매출 112% 폭증하며 놈코어 강자 등극… 액세서리 확장·글로벌 팬덤 확보 ‘성공적’

김경혜 기자
By 김경혜 기자
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국내 브랜드 인큐베이팅 시장의 선두주자 하고하우스(HAGO HAUS)의 투자 전략이 가시적인 수치로 입증되고 있다. 무채색 기반의 모노크롬 놈코어룩으로 독보적인 팬덤을 구축한 ‘트리밍버드(TREEMINGBIRD)’가 2025년 1분기, 전년 동기 대비 86% 이상의 매출 신장률을 기록하며 폭발적인 성장 곡선을 그렸다. 특히 오프라인 채널에서의 매출은 112%라는 경이로운 수치를 기록하며 온라인 기반 브랜드의 한계를 완벽히 넘어섰다는 평가다.

이번 호실적의 일등 공신은 영리한 ‘아이템 베리에이션’ 전략이다. 하고하우스와 트리밍버드는 기획 및 디자인 인력을 대폭 보강해 내부 역량을 끌어올린 뒤, 기존 베스트셀러의 라인업을 공격적으로 확장했다. 대표적인 사례가 이번 SS 시즌 선보인 ‘데미지 디테일 스웻 팬츠’다. 시그니처 데님 디자인을 편안한 소재로 변주한 이 제품은 블랙핑크 제니의 SNS 챌린지 영상에 노출되며 일명 ‘제니 팬츠’로 불렸고, 4차 리오더까지 완판되는 기염을 토했다.

여기에 대세 걸그룹 아이브(IVE) 멤버 전원이 해당 라인업을 착용하며 국내외 팬덤의 화력을 집중시킨 점도 매출 견인의 핵심 동력이 됐다. 단순한 의류 브랜드를 넘어 셀럽이 선택한 ‘워너비 아이템’으로 브랜딩하는 데 성공한 셈이다. 이와 함께 2025 SS 시즌부터 본격화한 가방, 신발 등 액세서리 카테고리의 볼륨화는 기존 의류 중심의 포트폴리오를 보완하며 신규 고객 유입을 이끄는 효자 노릇을 톡톡히 했다.

실제로 이번 스프링 시즌 첫선을 보인 ‘플랫폼 레더 스니커즈’는 발매 직후 무신사 전체 판매 랭킹 1위를 석권하며 완판 행진에 가세했다. 브랜드 측은 기세를 몰아 여름 시즌용 메쉬 소재 버전을 추가 출시하며 매출 모멘텀을 이어갈 방침이다. 이러한 성과는 성수 쇼룸을 찾는 외국인 관광객 비중 증가와 해외 배송 서비스 이용률 상승으로 이어지며 글로벌 시장에서의 성공 가능성을 선제적으로 보여주고 있다.

유통 전문가들은 트리밍버드의 사례를 ‘플랫폼 자본과 크리에이티브의 이상적 결합’으로 분석한다. 하고하우스의 안정적인 생산·유통 인프라가 브랜드 고유의 감도 높은 디자인과 만나 시너지를 냈다는 시각이다. 트리밍버드는 지난 15일 오픈한 롯데백화점 부산본점 단독 매장을 필두로 하반기 주요 백화점 입점을 가속화하고, 해외 팝업스토어를 통해 글로벌 비즈니스 영토를 확장할 계획이다.

결국 핵심은 ‘이미지 소비’를 넘어선 ‘품질 경쟁력’의 유지에 달려 있다. 하고하우스 관계자는 “셀럽 착장 등으로 높아진 인지도를 글로벌 매출 성장세로 연결하기 위해 전폭적인 지원을 아끼지 않을 것”이라고 강조했다. 국내 패션 씬의 ‘라이징 스타’에서 글로벌 컨템포러리 브랜드로 체급을 키우고 있는 트리밍버드의 다음 행보에 업계의 이목이 쏠리고 있다.

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