Summer Special of Cooling Clothing Disappears... Fashion Industry Sighs Amid Prolonged Rainy Season

[Asia Economy Reporter Yujin Cho] Instead of the expected scorching heat, an unprecedented rainy season has continued, wiping out the summer boom and leaving already struggling domestic fashion companies facing overlapping adversities.

According to the industry on the 14th, the sportswear brand Jil Stuart Sport, operated by LF, confirmed that sales of all cooling apparel over the past month (July 1 to August 5) decreased by double digits compared to the same period last year. This is the result of a decline in sales growth rates of functional products such as cooling short-sleeve T-shirts and cooling pants, which are the main products of the summer season.

In the case of outdoor brand K2, sales of the cooling product line Osak series, which started selling from May this year, turned negative this month. The sales growth rate of the cooling product line this month decreased by double digits compared to the same period last year.

An official from an outdoor company said, "The record-breaking heatwave forecasted earlier this year disappeared, and due to the prolonged rainy season and typhoons, the average temperature has dropped compared to last year, so the sales figures of cooling apparel released in this spring and summer season are expected to be lower than anticipated."

Although the record-breaking heatwave was initially expected to continue until mid-August, the extended rainy season lasting until mid-month has left fashion companies disappointed. Fashion companies that initially increased the planned volume of cooling products targeting the record heatwave now face the risk of inventory disposal. Some companies increased the planned volume of cooling products by more than 5% compared to last year, expecting a summer boom due to the early heat that defied the season.

An official from the sportswear industry said, "Thanks to the early arrival of heat this summer, related companies increased the planned volume of functional apparel that helps release sweat and lower the perceived temperature," adding, "Leggings and homewear made of jersey (rayon) material, known as 'refrigerator clothes,' combining functionality and design, were popular, but the change in weather conditions has increased the burden of inventory disposal."

With outdoor activities reduced due to COVID-19, expectations for sales recovery in the remaining summer are also low. An official from the outdoor industry said, "Due to weather changes, it has become difficult to expect the summer boom we anticipated," adding, "Even if the heatwave returns after the rainy season, the shortened duration of the heatwave and reduced outdoor activities due to COVID-19 make it hard to raise expectations for sales recovery." The official also said, "After the rainy season ends in mid-August, fierce competition among companies is expected, including discount promotions to capture a brief boom during the short heatwave."