In the Approaching Autumn... Women's Outerwear Sales Soar

[Asia Economy Reporter Yujin Cho] Women’s wear sales, which had plummeted due to the impact of the novel coronavirus infection (COVID-19), are showing signs of recovery thanks to the favorable factor of an early cold snap.

Shinsegae International announced on the 6th that sales of its women’s wear brands BOBB, JIGOTT, Studio Tomboy, and Juicy Couture increased by 36.3% from October 1 to 4 compared to the same period last year.

The continued lower-than-average temperatures this month have increased demand for lightweight and practical outerwear suitable from the transitional season to early winter. Lightweight padded jackets with quilting to enhance warmth, trench coats that are indispensable in autumn, and tweed jackets that go well with both formal and casual outfits are gaining great popularity.

Among them, Juicy Couture, which recently launched its premium line “Black Label,” saw its sales surge by 53.1% from October 1 to 4 compared to the same period last year.

During the same period, more than half of the top 10 best-selling products were from the Black Label line, indicating the high popularity of this luxury line. Expanding the brand’s target age group and diversifying high-end business casual products contributed to the sales increase.

In particular, cardigans from the Black Label line, which are suitable for use from the transitional season through midwinter, drove sales. Sales of knitwear, including cardigans, increased by 43.1% year-on-year, while jackets such as lightweight down saw a 76.5% increase. Lightweight down jackets are close to selling out, and a first round of reproduction is currently underway.

Women’s wear brand Studio Tomboy also saw a 43.9% sales growth during the same period. Outerwear such as its signature oversized jackets, trench coats, lightweight quilted jackets, and trench coats showed strong sales performance.

Among these, the fake leather coat made using eco leather instead of animal leather gained great popularity, with all colors already sold out. The first reorder is in progress, and restocking is expected in mid-October.

Women’s wear brand JIGOTT took all top five spots in the women’s coat category on its online mall SI Village, recording a 25.5% sales increase from October 1 to 4 compared to last year.

JIGOTT launched a capsule collection focused on quilted lightweight padded jackets about a month earlier than usual. Quilted padded jackets are lightweight and comfortable to wear, and instead of the thick and casual feel typical of padded jackets, they add a feminine and sophisticated touch, making them a trend this season. JIGOTT is receiving positive responses by offering products with diverse quilting designs, patterns, and lengths, enhanced with the brand’s unique femininity.

Additionally, women’s wear brand BOBB saw a 22.7% sales increase during the same period. Shirt-type jackets made of eco leather, tweed jackets and cardigans that satisfy both feminine style and warmth sold well.

A Shinsegae International official said, “Sales of outerwear such as coats and lightweight padded jackets usually increase significantly from mid-October, but this year sales have surged since early October,” adding, “We will actively carry out marketing and promotions tailored to the weather and customer consumption patterns to boost sales.”

This content was produced with the assistance of AI translation services.