'Go Youn-jung effect': Xexymix sales surge up to 24-fold

Xexymix said Friday that sales of its key featured products jumped sharply after the brand signed actor Go Youn-jung as its model.

An analysis of eight products worn by Go in the campaign showed that sales over the six weeks following her signing — June 4 to July 18 — rose 134.4% compared with the previous six weeks (April 19 to May 30).

In the first week of June, when the campaign featuring Go was first unveiled, sales of the key featured products jumped 208.2% from the prior week.

The top-performing product was the Unbalance Logo Banding Crop Top worn by Go, with sales soaring 2,344.8% over the six weeks following her signing compared with the prior six weeks.

The RX Punching Reflective Two-in-One Shorts, designed for running and outdoor activities, rose 525.7% over the same period, while the RX Black Label Signature 360N Reflective Bra Top jumped 248.1%.

The V-Up 3D Plus Bootcut Leggings gained 212.6%, and the RX Black Label Signature 380N Mesh Pocket Leggings 5-Part rose 177.3%.

Xexymix said Go's healthy and sophisticated image aligned well with the brand's athleisure aesthetic, driving stronger consumer interest in purchases.

The brand also attributed the sales growth to rising consumer demand for products that balance practicality and style, noting that functional details — reflective accents, punching and mesh fabrics — suited for summer running and outdoor activities drew particular attention.

The campaign's spread through official social media channels further amplified the synergy between the model and the brand, encouraging repeat purchases from existing customers while expanding the brand's reach to new consumers.

"We will continue to work with Go Youn-jung to showcase Xexymix's functional yet refined style in diverse ways," a company official said.