4910 — the men’s fashion platform operated by style-commerce company Ably — scored a record-breaking Black Friday performance. The results show the platform nailed year-end shopping demand while tightening its grip on the rapidly growing men’s fashion market.
During the Black Friday period from the 1st to the 16th of this month, 4910’s gross merchandise value (GMV) jumped 115% year over year. Total orders doubled (+100%) and buying customers rose 90%. On the final day, Nov. 16, transactions, orders, buying customers and daily active users (DAU) all hit new highs. Average DAU climbed roughly 90% year over year, the highest level since the app launched.
Shoppers gravitated toward affordable menswear and the platform’s domestic category, which features Korean casual and street brands. Menswear GMV increased 80% year over year, while the domestic category grew 38% and posted a single-day record.
By product type, sneakers led the way with a 148% year-over-year increase, taking the largest share of sales. An unexpected cold snap boosted puffer jacket sales by 109%, the second-biggest gain. Long pants rose 186%, and wardrobe staples like hoodies and jackets grew 42% and 104%, respectively — underscoring strong demand for winter basics.
South Korea’s fashion market is seeing a clear rise in men’s spending, particularly via online platforms. Younger men in the Millennial‑and‑Gen‑Z cohort are more invested in style and grooming, driving steady market expansion. 4910’s performance highlights the potential of men’s fashion platforms and shows consumers are actively hunting for trendy, reasonably priced pieces online.
Industry observers say year-end mega sales are a key trigger for consumer activity, and platforms are standing out with personalized recommendation tech and curated product mixes. A 4910 spokesperson said the company will enhance its recommendation algorithms and continue launching specialized collections so male users can more easily find items that match their tastes through the rest of the season and into the new year. Analysts expect those moves to further cement 4910’s position in the men’s fashion platform space.
