"Frozen to Death but Crop Tops" Puffer Jackets in the 1 Million Won Range Gain Popularity

Lotte Department Store, Padding Sales Up 40%
This Year Short Padding and Glossy Padding Are the Trend
30% of Buyers 'Repurchase Padding Within 3 Years'

Models are showcasing padded jacket products at the Canada Goose store on the 5th floor of Lotte Department Store Main Branch in Seoul. (Photo by Lotte Department Store)

[Asia Economy Reporter Lim Chun-han] Recently, as a nationwide cold wave continues, premium padding sales at department stores have significantly increased. Despite the severe cold, short-length 'short padding' and 'glossy padding' have become the trend and are gaining popularity.

According to Lotte Department Store on the 27th, from the 13th to the 25th since the cold wave began, premium padding sales increased by 40% compared to the same period last year. During the same period, sales increased by 25.3% at Shinsegae Department Store, 55% at Hyundai Department Store, and 61% at Galleria Department Store.

This year, trendy paddings with short lengths, various colors, and glossy finishes are in vogue rather than long paddings that focus solely on cold protection. According to Lotte Department Store, among customers who purchased premium paddings in the past three years, 15% repurchased within one year, and 30% within three years, indicating high demand for additional purchases of various styles of padding. Especially as year-end gatherings and outings become more active, short paddings that express individuality are selling well. The popularity of cropped fashion, which does not cover the hips and is so popular that the term ‘Eoljukkkeu (Eoljuka Crop)’?meaning ‘cropped even if freezing to death’?has emerged on social media, also contributed to this trend.

Shiny glossy padding is also considered a representative fashion item this winter. Glossy padding uses nylon material with a sheen, giving a fashionable feel, and has become a hot topic mainly among celebrities and influencers. According to Lotte Department Store, the Italian premium lifestyle brand Duvetica’s Diadema Shiny has become a ‘hot item’ among the MZ generation (Millennials + Generation Z), and Petrei Yobeji has gained tremendous popularity to the point of selling out. Both products are priced around 1.4 million KRW and are considered premium paddings.

Department stores are strengthening premium brands and holding padding events to capture demand. Lotte Department Store newly opened stores this year at its main branch for Canada Goose, Duvetica, Petrei, Mackage, and introduced Nobis, Moose Knuckles, Parajumpers, and Fusalp at Jamsil AvenueL.

Shinsegae Department Store is holding a premium padding discount event at its Gangnam branch until the 2nd of next month, offering popular products at up to 30% off. Hyundai Department Store is operating about 20% more premium padding pop-up stores this winter season compared to last year (around 30 stores). Galleria Department Store is running a luxury outerwear special sale at its Cheonan Center City branch until the 27th of this month.

An official from the department store industry said, "As the recent cold wave continues, customer interest and response to premium padding are high," adding, "We will continue to carefully select and present various luxury fashion brands and products that lead trends."

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