Guidelines for Normal Attendance in Elementary, Middle, and High Schools... New Semester Fashion Boom Continues

Hyundai Department Store Sales Up 18.2% in January-February
Lotte Department Store Also Rises 17.6% Year-on-Year
Shinsegae Department Store Sees 5.4% Increase as of February

[Image source=Yonhap News]

[Asia Economy Reporter Eunmo Koo] The fashion industry is continuing the early-year back-to-school boom, influenced by the government's guidelines for normal school attendance. According to the industry on the 15th, Hyundai Department Store's sales in the children's product category increased by 18.2% in January-February this year compared to the same period last year. The children's product category saw a decline of 3.1% in January-February 2020, the first year of the COVID-19 outbreak, but rebounded by 17.8% during the same period last year and continued its growth trend this year.

Lotte Department Store also experienced a slump with a 25.3% decrease in January-February 2020 compared to the previous year, but rebounded with an 18.7% growth during the same period last year and maintained a good trend with a 17.6% increase this year. Shinsegae Department Store likewise saw a 5.4% increase in sales in the children's category as of February this year compared to the same period last year.

The government's normal school attendance guidelines are interpreted to have boosted demand and sales for back-to-school related products such as school bags and sneakers. Earlier, the Ministry of Education announced an academic operation plan based on the principle of normal school attendance. Using basic indicators of a 3% new confirmed case rate among enrolled students or a 15% school closure rate, regions and schools autonomously adjust and operate in four stages: normal educational activities, full attendance with activity restrictions, partial remote classes, and full remote classes.

The growing anticipation for the resumption of outdoor activities has also had an impact. In 2020, when COVID-19 first emerged, social distancing measures reduced outdoor activities and related sales declined, but over the years, with phased transitions to normal life policies, the market has returned to a growth trend.

The industry expects the sales growth in the children's category to continue beyond March. An industry insider said, "Although the spread of COVID-19 remains, the principle of normal school attendance is maintained. Despite a declining child population due to low birth rates, MZ generation (Millennials + Generation Z) parents, who are highly interested in fashion and do not hesitate to spend on their children, have become the main demand group in the children's category, so this trend is expected to continue for the time being."

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