‘Reverse Season’ Marketing Popular in Fashion Industry | Be Korea-savvy

‘Reverse Season’ Marketing Popular in Fashion Industry


SEOUL, July 20 (Korea Bizwire)Fashion and retail companies are staging so-called ‘reverse season’ marketing campaigns in which they sell winter clothes during the hot summer months.

Fashion retailer Shinsegae International Inc. recently unveiled foreign brands’ fall-winter season clothes at discounted prices of up to 68 percent.

Prior to this, the fashion division of Kolon Industries Inc. staged a reverse season promotion at the Kolon Mall last month.

In general, reverse season marketing is seen as a means to sell unsold inventory. In recent days, however, these types of promotions are often designed for new products.


Late last month, CJ OnStyle, a TV shopping channel for fashion-conscious women, held a live broadcast for sales of brand-new mink coats that sold out in just 30 minutes.

“Selling winter clothes at discounted prices is more profitable for fashion companies than selling several summer clothes items, since the original price of winter clothes is far higher than that of summer clothes,” an industry official said.

Image Credit: Shinsegae International / CJ OnStyle / photonews@koreabizwire.com

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