"Living Every Year"... Premium Padding Sales Surge Due to This Winter's Cold Wave

Employees are showcasing the new padded jackets at the Moose Knuckles store in Lotte Department Store.

[Asia Economy Reporter Kim Yuri] "I do have a padded jacket from last year, but I ended up buying another one."

As the severe winter cold sets in, premium padded jackets priced between 1 million and 2 million KRW are gaining popularity. According to Lotte Department Store on the 1st, 30% of customers purchasing premium padded outerwear had bought padded jackets within the last three years. The proportion of customers who purchased consecutively this year following last year also reached 15%. The average purchase price of premium padded jackets rose 9% compared to the same period last year, reaching 1.06 million KRW.

A Lotte Department Store official said, "Major brands have introduced bright colors and new designs, causing a surge in demand for new products beyond the existing steady sellers," adding, "Many customers who already own premium padded jackets are seeking newly launched premium padded jacket brands."

'Duvetica' is gaining popularity among golfers with its signature product, the short-sleeved padded jacket 'Sadamelic.' Using a mix of matte and glossy materials, it is popular among the MZ generation (Millennials + Generation Z). The Italian brand 'Petraey' introduced bright padded jackets in six colors: pink, camel, khaki, mint, ivory, and more. Canadian brand 'Moose Knuckles' launched the 'K-Edition' Spalding jacket, exclusive to Korea. 'Nobis'’ 'Aura,' which sold out early after its first release last season, remains popular this year. New products 'Gia' and 'Celeste' emphasize Nobis’ signature feminine silhouette, lightweight materials, and warmth.

Lotte Department Store’s Jamsil branch AvenueL has opened a dedicated store featuring only premium padded jackets. Customers can compare and purchase brands such as French Moncler, Canadian Nobis, Canada Goose, Moose Knuckles, Mackage, Italian Herno, Parajumpers, Duvetica, and Petraey all in one place. A Lotte Department Store official said, "From the 3rd to the 5th, we will hold a promotion targeting premium padded jacket customers," adding, "With this winter forecasted to be colder than usual, we expect a strong customer response."