Shinsegae Department Store Sells Fall and Winter Clothes in Midsummer

National Geographic Wilsoni fleece.

[Asia Economy Reporter Seungjin Lee] Shinsegae Department Store is launching a midsummer autumn and winter product event to attract customers. This event comes as the record-breaking monsoon season ended the heatwave, leading to an increase in customers seeking winter items such as padding and boots.

According to Shinsegae Department Store on the 12th, during the 'off-season' event held from July 27 to August 1 through SSG.com, the sportswear category at Shinsegae Department Store recorded a 3.3% growth compared to the previous year. Notably, the trend-sensitive MZ generation, customers in their 20s and 30s, accounted for 47.1% of total sales, showing more interest in autumn and winter fashion compared to the 50s and 60s age group at 31.1%. Accordingly, clothing stores within the department store advanced the arrival of autumn new products by about 1-2 weeks earlier than usual.

Starting from the 13th, Shinsegae Department Store will exclusively plan and present the 'fleece,' which emerged as a key autumn and winter item last year, in collaboration with global brands National Geographic and Columbia as a limited edition. Fleece refers to a warm fabric made by processing polyester material to resemble sheep's wool on the surface. Since last year, it has gained popularity mainly among customers in their 20s and 30s for its warmth and design comparable to padding, contributing to the overall growth of the sportswear category.

The fleece jackets exclusively offered by Shinsegae Department Store and National Geographic include the Wilsoni fleece jacket, which established itself as a representative product last year and is available at all department store branches for 199,000 KRW. Additionally, starting from the 21st, Columbia’s ‘Helvetia Fleece T-shirt’ will be sold in a limited quantity of 20,000 units at nine stores including Shinsegae Gangnam, Centum City, and Times Square branches.

Events for middle-aged and older customers have also been prepared. From the 19th, Shinsegae Gangnam Store will hold the 'Fur Style Proposal Exhibition' featuring Jin Do Fur, Dongwoo Fur, and Sabattier. Representative products of this event, available at up to 70% discount at reasonable prices, include Jin Do Fur vests priced around 990,000 KRW and Dongwoo Fur mink jackets priced around 1,980,000 KRW.

Choi Moon-yeol, Executive Director in charge of fashion at Shinsegae Department Store, said, “Due to the longest monsoon season ever, the fashion category is actively preparing for autumn,” adding, “We will continue to introduce differentiated products exclusive to Shinsegae for customers preparing for an early autumn.”