[Asia Economy Reporter Yujin Cho] Fleece, once the epitome of 'Ajae fashion' favored by middle-aged men in their 40s and 50s, has emerged as a popular item among the 1020 generation last year, targeting the 'Newtro' taste.
According to Gmarket on the 19th, the annual sales volume of fleece jackets increased by 157%, and fleece vests surged by 71% last year. During the same period, sales on Auction also rose by 62% and 157%, respectively.
Fleece is a fabric treated with a brushed finish to resemble sheep's wool, also known as 'ppogeuli.' It was once considered Ajae fashion worn comfortably at home by the 4050 generation, but it became a trendy item among young people after singer Lee Hyori appeared wearing a Patagonia brand fleece jacket. The warmer-than-average winter weather, which reduced demand for long padding coats, also contributed to the popularity of fleece outerwear.
Domestic outdoor and sports brands led sales growth by releasing various fleece products in different colors and styles this winter. K2 Korea explained, "Despite increasing the planned quantity of fleece products compared to the previous year, we recorded a 330% sales growth last year." Black Yak also saw some fleece items, such as the L Sherpa Jacket, gain popularity and achieve sold-out runs. A Black Yak official stated, "Some fleece items are sold out, and a second reorder is underway," adding, "We expect to easily surpass the sales target of 100,000 units."
Discovery's fleece products are priced on average above 150,000 KRW, but over 30,000 and 40,000 units were sold in September and October last year, respectively. Some popular items showed nearly 100% sell-through rates, causing stockouts. While Uniqlo, the originator of fleece style, suffered from the Japanese boycott movement, Musinsa Standard, which has a similar price range to Uniqlo, gained great popularity among the 1020 generation. A Musinsa representative explained, "Although we cannot disclose individual product sales figures, it is true that fleece product sales exceeded expectations."
On the other hand, the popularity of long padding coats, which sparked a sales frenzy every winter season, has waned. According to Gmarket, long padding sales declined by 15% last year. Sales on Auction also dropped by 16% compared to the previous year. While fleece products gained popularity riding the Newtro wave, the warmer-than-average temperatures in November last year, when winter outerwear sales usually peak, contributed to sluggish sales. An industry insider explained, "Amid the Newtro trend, the popularity of warm fleece outerwear continued through winter, but warmer-than-average weather caused a sharp decline in demand and sales for long padding coats."
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