Why Swimsuits Sell Better in Midwinter Than in Midsummer

Shinsegae Department Store November Sales Growth Rate 13.3%
Higher Growth Rate Than August's 5.6%
"Impact of Travel to Southeast Asia Including Resorts"

Shinsegae Department Store's swimsuit sales growth rate is higher in winter than in midsummer. This is due to an increasing number of customers traveling to warm vacation spots, including Southeast Asia, to escape the cold weather.

According to Shinsegae Department Store on the 28th, the swimsuit sales growth rate in November was 13.3% compared to the same period last year, which was higher than the 5.6% recorded in August, the peak of summer. This is because many customers are planning trips to warm countries such as Southeast Asia during the year-end and New Year holidays.

In fact, according to the travel industry, overseas travel reservations for this December increased by 120.3% compared to the same period last year. Among them, Southeast Asia accounted for 61.6%, more than half. The reservation rate for Southeast Asia increased by more than 175% compared to the previous year.

Shinsegae Department Store, Swimwear Sale Event
Photo by Shinsegae Department Store

Among the MZ generation (Millennials + Generation Z), practical yet casual Nike swimwear is gaining popularity. At the Nike swimwear global new product pre-launch event held at Shinsegae Department Store Gangnam branch on the 18th and 19th, an 'open run' started from 1 a.m. During the two-day event, about 150 million KRW worth of swimwear was sold.

Shinsegae Department Store is holding swimsuit discount events to capture winter travel demand. At the main store and Gimhae branch, all 'Elle' swimsuits are offered at a 50% discount until the 3rd of next month. The sports brand 'Arena' is offering a 20% discount on all products except athlete-exclusive items at the main store during the same period.

The water sportswear specialist brand 'Barrel,' known for rash guards and surfing suits, is selling selected MD-recommended products at a 20% discount at the main store until the 4th of next month. The athleisure brand 'Mullawear' sells swimsuits and water leggings that can be worn underwater at various Shinsegae Department Store branches.

A Shinsegae Department Store official said, "Swimsuit sales are increasing unexpectedly in winter as more customers seek overseas travel to warm places like Southeast Asia to avoid the cold weather," adding, "Shinsegae Department Store will continue to quickly respond to customer needs by offering good products at reasonable prices to further enhance customer satisfaction."

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