Monthly clothing sales for South Korean supermarket chain E-Mart have risen in April for the first time in 3 1/2 years, the company said Monday.

The retailer saw a 1.4 percent on-year rise in clothing sales in April, putting an end to 14 straight quarters of decline.

“While E-Mart’s sales index is showing an upward trend during the first quarter, fashion sales grew for the first time in 42 months as well,” an E-Mart official said.

The performance was lifted by the growth of E-Mart’s fashion label Daiz, which reported a 9.2 percent sales increase in the period, according to the retail firm.

Industry experts said the improved performance signals the recovery of consumer confidence as people tend to reduce spending on clothes during economic downturns.

Sales of golf apparel, which is categorized as sensitive to economic conditions, rose 20.1 percent in April compared with a 23 percent slide in the first quarter this year.

(hnpark@heraldcorp.com)