Sales of Fall Products Soar in Cold Weather... Fashion Industry Smiles After a Long Time

Increasing Demand for Fall Clothing, Efforts to Boost Sales Through Events

As temperatures drop and the daily temperature range widens significantly, the number of consumers purchasing outerwear has increased. The fashion industry, which experienced sluggish sales of fall and winter products due to the late summer heat, is now expecting a significant sales boost ahead of the peak season in the fourth quarter.

According to Musinsa's product sales data on the 26th, as the daily average temperature fell below 20 degrees Celsius, marking the official start of autumn weather on the 21st and 22nd, transaction amounts in the jumper and jacket categories increased by about 80% compared to the previous weekend. Looking at detailed items, the largest increases were seen in ▲Safari and hunting jackets (117%) ▲Flight jumpers, blousons, MA-1 (98%) ▲Nylon and coach jackets (97%) ▲Hooded zip-ups (95%). During the same period, categories focused on long-sleeve tops such as sweatshirts and hooded T-shirts also showed growth rates of about double.

Outerwear also ranked high on Musinsa’s charts. Notably, the Partimento Women’s ‘Reversible Hooded Windbreaker’ took the top two spots in real-time popular products with its black and mint gray colors. This product is highly versatile as an oversized jacket that can be worn on both sides, receiving positive feedback. Within the top 10 weekly outerwear rankings, brands such as Dimitri Black, Standard Error, and Matang Kim appeared.

Shinsegae International also reported that women’s clothing sales from the 21st to the 24th more than doubled compared to the same period the previous week. Knitwear specialist brand Ilaile saw sales increase by 101%, and Delarana, which focuses on cashmere materials, saw sales rise by 81%. Shinsegae Tomboy’s women’s clothing sales also increased across the board. Bob and J. Cut sales grew by 72% and 83%, respectively, while Studio Tomboy’s sales rose by 45%.

The items with the highest sales growth were knitwear, coats, and leather products. Compared to the previous week, J. Cut’s women’s knitwear sales increased by 117%, Ilaile’s knitwear sales rose by 82%, Studio Tomboy’s coat sales surged by 143%, and leather product sales increased by 54%.

The fashion industry is closely watching whether the awaited cold snap will continue to drive sales growth. The late summer heat extended until mid-September, preventing the full benefits of the fall and winter peak season. A Musinsa representative said, “Sales of fall and winter products had been somewhat sluggish, but since last weekend, sales of related products have been rapidly increasing,” adding, “With a cold wave expected this winter, the fashion industry anticipates outerwear sales to maximize.”

To maximize the peak season effect, companies are also launching discount events to attract customers. Musinsa will hold the ‘Women’s 24 FW Festival’ until the 7th of next month, showcasing new season products from popular women’s fashion brands all in one place. Over 170 brands, including Grove, Dunst for Women, Matang Kim, and For Your Eyes Only, will participate.

Shinsegae International’s online channel SI Village is running a ‘30% Payback Unconditionally’ event until the 29th of this month. When purchasing products from its own brands (excluding Delarana and Ilaile), beauty products, or JAJU brand items, 30% of the payment amount will be returned as e-points.

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