"Unpredictable Weather Is a Hidden Challenge"…Home Shopping Industry Increases 'Inner' Wear Instead of 'Outer' Wear

Lotte Home Shopping, Cardigan Programming Up 20%
Hyundai Home Shopping & CJ OnStyle See Popularity of 'Thin Outerwear'
Irregular Weather and Large Temperature Differences Impact Sales

The erratic weather this winter has even changed the home shopping programming schedule. Instead of allocating a higher proportion to outerwear such as coats and padded jackets compared to previous years, the focus has shifted to expanding innerwear and accessories. This strategy targets consumers who want to prepare for the unpredictable weather by layering thin innerwear instead of wearing thick outerwear.

According to the home shopping industry on the 21st, from the 1st to the 19th of this month, the proportion of cardigans in Lotte Home Shopping's fashion category increased by 20% compared to the same period last year. During the same period, thin jackets increased by 50%, and mufflers and scarves also expanded by 50%. Although it is close to the end of November, transitional season items continue to outperform winter outerwear.

Hyundai Home Shopping also saw a significant increase in customers seeking "thin outerwear" compared to last year. Analyzing search volumes on Hyundai H Mall, Hyundai Home Shopping's official online mall, from the 1st to the 17th, searches for thin outerwear such as cardigans, vests, and knits increased by 40% compared to the same period last year. Consequently, Hyundai Home Shopping expanded its fashion broadcast programming from 6 times a week to 9 times.

From the 13th to the 19th, CJ OnStyle's order amounts for innerwear such as knits and sweaters surpassed those for winter outerwear like coats by more than double. During the same period, the top-selling categories were knits and sweaters, jackets, ankle boots, and t-shirts and jerseys, highlighting the popularity of transitional season items.

Hyundai Home Shopping is exclusively selling Handsome's 'Moden' (from the left), the premium cashmere brand 'Gobi', and Hyundai Home Shopping's private brand (PB) 'Laciento', showcasing their main products for this winter season.
[Photo by Hyundai Home Shopping]

The reason the home shopping industry is expanding programming for innerwear and accessories instead of winter outerwear is due to this year's unusually erratic weather. This year, temperatures exceeded 20 degrees Celsius during the day until the second week of November, then suddenly dropped to below freezing in midwinter, making it difficult to predict and complicating consumers' clothing choices. As a result, rather than purchasing one thick outerwear piece, more consumers seem to be buying multiple thin innerwear items to layer for warmth. Additionally, as more people keep their outerwear light but wear scarves, gloves, and boots to prepare for the cold, sales of winter accessories have also increased.

An industry insider said, "Fashion is a category particularly influenced by the weather, so it is important to monitor trends in real time and adjust programming accordingly. This winter, with large daily temperature fluctuations and rapid changes, transitional season items that can be easily taken off during the day and put on again when it gets chilly are gaining popularity over traditional winter outerwear."

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