Bought Padding and Coats in Midsummer During the 'Off-Season Sale'

Shinsegae Department Store Sees 72.6% Increase in Premium Padding Sales
Hyundai Department Store Also Up 45% Compared to Last Year

[Asia Economy Reporter Lim Chun-han] Housewife Park purchased a long padding jacket from an online mall. Although the hot weather continues, she thought this was the opportunity as there was news of an off-season sale. Park said, "Prices have been rising endlessly these days, so I bought clothes cheaply this time," adding, "I tried it on briefly at home, and it has excellent warmth retention and I really like the design. I want winter to come soon so I can wear it."

Despite the sweltering midsummer weather this year, the number of people buying winter clothing such as padding and coats has increased. This is the result of the distribution industry launching numerous off-season discount events to target consumers.

According to Shinsegae Department Store on the 29th, premium padding sales from the 1st to the 25th of this month increased by 72.6% compared to the same period last year. This figure surpasses last year's premium padding sales growth rate of the 20% range at Shinsegae Department Store. During the same period, premium padding sales at Hyundai Department Store increased by 45.2% compared to last year.

Shinsegae Department Store will open a Nobis pop-up store at the Hanam branch on the 2nd of next month. Following that, on the 6th, a Duvetica store will open at the Gangnam branch, and on the 8th, a Nobis store will open at the Gyeonggi branch, sequentially launching premium padding stores. Shinsegae Department Store started showcasing premium padding pop-up stores a month earlier than usual, beginning with the Hanam branch on the 15th of last month. This was based on the judgment that many customers want to purchase winter clothes early in summer because it is difficult to find popular product sizes in late autumn or early winter when the cold fully arrives.

Hyundai Department Store is conducting an off-season event under the theme "Preparing for Winter in Advance," offering various winter fashion items at discounts of up to 70%. On Hyundai Department Store’s official online mall, The Hyundai.com, the range of winter products from popular outdoor brands, as well as women’s fashion, men’s fashion, and golf brands, has been expanded by more than 20% compared to the same period last year.

An employee is introducing mid-season event products at Hyundai Premium Outlet Gimpo branch.

Off-season products are also gaining popularity on major online malls. Lotte On is offering winter fashion items at discounts of up to 70% this month. Notably, for the first time this year, they held a "Midsummer Off-Season Shoes" event gathering department store brand fashion accessories, resulting in boot sales doubling from the 1st to the 25th compared to the previous year. SSG.com held a special exhibition offering up to 70% off on autumn and winter outdoor products such as fleece and down, with outdoor outerwear sales increasing by 20% compared to the same period last year. On Gmarket, sales surged with men’s padding and down coats up 220%, and women’s padding and down coats up 59%. On 11st, women’s long coats (228%), men’s trench coats (101%), and women’s knitwear and sweaters (40%) showed high growth rates.

A distribution industry official said, "The reason off-season marketing is gaining attention is analyzed to be due to the combination of reopening (resumption of economic activities), high inflation, and various social issues aligning with customer demand," adding, "We planned an event gathering winter fashion accessories this time, and customer responses were good."

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