As temperatures plummeted last month, consumers in South Korea wasted no time in opening their wallets wide for winter outerwear and cold-weather gear. (Image courtesy of Lotte Shopping)
SEOUL, Dec. 4 (Korea Bizwire) – As temperatures plummeted last month, consumers in South Korea wasted no time in opening their wallets wide for winter outerwear and cold-weather gear. Sports and outdoor brands, in particular, have responded with ads featuring big-name models, igniting a marketing frenzy.
According to reports from the retail and fashion industries, sales of winter gear have seen a significant spike since last month, thanks to the early arrival of freezing temperatures. Analyzing the sales of winter items from November 11 to 19, Interpark Shopping, an e-commerce platform, reported a staggering 334 percent increase in sales volume and a 200 percent rise in transactions compared to the same period last year.
Sales of full-face balaclavas skyrocketed by 2500 percent, while ever-popular shearling boots like those from Australian brand UGG witnessed a remarkable 356 percent increase in sales. Items designed for warmth, such as fleece clothing and lightweight padded jackets for layering, also experienced a surge in demand, with sales increasing by 148 percent and 118 percent, respectively.
Accessories like fur slippers (705 percent increase in sales), knee blankets (423 percent increase), and hand warmers (741 percent increase) saw a substantial uptick in demand.
In the fashion and sports industries, there is a noticeable upward trend in the sales of flagship padded products. Reebok, which operates under the LF lifestyle brand in South Korea, saw a surge in sales after featuring singer Lee Hyori in a commercial for its new product.
Sales of athletic leisurewear and the so-called ‘fluffy’ fleece under casual outerwear brands are also thriving. According to Brand X, outerwear sales for Xexymix increased by 66.5 percent in the first to fourth weeks of November, with a notable 74.1 percent surge in the second week when there was a significant daily temperature difference of over 10 degrees.
The best-selling items included high-neck jumpers, hooded zip-ups, and wellon padded jackets. Fleece outerwear sales also grew by 65.7 percent.
Italian brand ‘Save The Duck,’ whose puffer jackets are imported and sold by Shinsegae International, recorded a 48 percent increase in online sales in November.
From head to toe, consumers seeking warmth are turning to UGG and its iconic shearling boots. Riding the wave of the Y2K fashion trend, UGG’s sales last month increased by 103.3 percent compared to the same period last year, with online sales spiking by 225.9 percent. UGG boots first gained fame when worn by actress Lim Soo-jung in the 2004 drama ‘I’m Sorry, I Love You.’
Ashley Song (ashley@koreabizwire.com)
