– Analyzed usage behavior of the Cream platform and published 'K-Report' on fashion trends for the month of April
– Consumption focused on practicality and topicality such as Friedl Kids Shoes, Casio watches, and Monchhichi key rings
-Festival season, 'Western mood' fashion consumption expands centered on the stage
Limited edition trading platform KREAM (CEO Changwook Kim) released the April 'Big Things I Want to Know Report (hereafter K-Report)' and selected 'STAGE' as the fashion keyword.
'STAGE' refers to five trends: ▲Street Legacy (re-emergence of authentic street brands), ▲Tech Utility (practical tech consumption), ▲Active Parents (increased demand for kids' products), ▲Gift Season (gift season), ▲Event Styling (festival styling).
▲ Street Legacy: The Resurgence of Bape and Hysterical Glamour Chasing Stussy, Driving the New Street Trend
In the month of April, authentic street brands are making a comeback and gaining popularity even among Generation Z.
According to Kream, as of March 2025, BAPE ranked second in the short-sleeved T-shirt brand category, significantly narrowing the gap with STUSSY. In April, BAPE's purchases increased by approximately 190% compared to the same period last year, and its popular products are being traded at more than twice the release price. In addition, the 'adidas X BAPE Superstar Pack' released on April 5th attracted attention, exceeding 10,000 saves in just three days after its release.
The newly rising authentic street brand 'Hysteric Glamour' is also worth noting. It was considered a 'retro brand centered on the enthusiasts', but it is recently experiencing a new heyday with a kitschy and vintage mood reflecting the Harajuku sensibility. The number of brand stores in Cream has increased by 1,289% compared to the same period last year, and it is analyzed that famous idols wearing it and collaborating with Supreme have contributed to expanding brand awareness.
▲ Tech Utility: From Casio watches to refurbished devices, the expansion of practical and emotional consumption
Practical consumption that combines functionality and rationality, such as Casio watches and refurbished devices, is attracting attention across the fashion and tech industries.
As of the 4th week of April, CASIO ranked first in the Cream Fashion Accessories Weekly Popular Items. The number of Casio product saves in April was approximately 80,000, a 74% increase from the same period last year. In particular, Casio watches are popular because they are genderless items that go well with both casual and formal styles, and they are affordable and can be used as a fashion point. Recently, they have become a hot topic due to Coldplay’s Chris Martin’s airport fashion.
Practical consumption is also on the rise in digital product groups, with the volume of refurbished tech category transactions in the first quarter of 2025 in Cream increasing by 63% compared to the previous quarter. Tablets, laptops, and smartwatches have an average inventory clearance rate of over 90%, and the practical consumption trend that values reasonable prices, basic functions, and good appearance is spreading.
▲ Active Parents: ‘Pretty and Comfortable’ Freedles, Kids’ Items That Have Both Taste and Practicality Are on the Rise
With Family Month approaching, interest in children's shoes is skyrocketing, and New Balance's 'Friedle' has emerged as a popular kids' item. Friedle is a sneaker-style sandal with no visible toes, easy to put on and take off, and excellent ventilation, making it a popular kids' shoe after Crocs.
In mid-April, the Hyundai Seoul New Balance store held an opening run with news of the release of the new Friedl product, and the related video attracted a lot of attention, being viewed over 500,000 times on SNS. On the Cream platform, the new Friedl model also ranked 1st to 3rd in popular searches on the day of release, and the number of saves increased by 492% in the 2nd week of April compared to the 4th week of March. The transaction volume increased by up to about 28 times depending on the model.
▲ Gift Season: Celebrity-worn items that are great for gifting and limited edition consumption
As demand for special gifts increases ahead of Family Month, items that have both rarity and trends are attracting attention.
The Monchhichi character keychain worn by Ive Ray became a hot topic on SNS and fan communities, and as of April, the number of brand saves increased by 1,039% compared to the previous month, and some products increased by 723%. The Korean limited edition products from the BEAMS pop-up store held in Seoul in early April were also recognized for their gift value and quickly sold out, and the BEAMS x Namu13 T-shirt in white is being traded in Cream at a price 102% higher than the release price.
▲ Event Styling: Festival wear items that caught the eye along with tickets
While the stars' worn items on stage are leading new trends, the festival look worn by concertgoers is also establishing itself as its own fashion culture.
As various concert and festival seasons are in full swing, Cream is actively trading tickets to major festivals such as Airhouse, Superpop, and Hiphop Playa. Accordingly, the 'boho chic look' with an emphasis on functionality such as goggles and cargo pants and the 'western mood' styled with denim, cowboy, and belts are emerging as representative style codes. In Cream, the stock of Jacquemus Bucket Hat Brown products increased by about 30% compared to the previous month, confirming an actual increase in demand for related items.
A Cream official said, “These days, fashion consumption is centered around items that draw attention from popular culture or content rather than the products themselves,” and added, “We will continue to become a platform that quickly reads seasonal and cultural trends based on user data and leads trends.”
Meanwhile, 'Kara Report' is a monthly report that analyzes the usage behavior of its platform and announces the fashion trend for the month. The keywords selected this time are the result of analyzing the main consumption flow extracted based on user transaction, search, and storage data for the month of April and predicting the fashion trend. 'Kara Report' is published as a weekly and monthly report starting in March and can be viewed on the official Krim homepage and app.
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