As the rainy season begins, 'Raincoats' sell well... Fashion industry launches rainy season marketing campaign

Popularity of Raincoats, Jackets, and Rain Boots at the Start of the Monsoon Season
Fashion Industry Launches New Rainwear Products One After Another
Increased Demand for Children's Raincoats

K2, Lightweight Raincoat and Poncho./Photo by K2

[Asia Economy Reporter Song Seung-yoon] As the rainy season fully sets in, consumers looking for rainwear products such as 'raincoats' that can block the rain are increasing. According to the industry on the 29th, fashion companies have recently been releasing rainwear such as raincoats and rain jackets ahead of the rainy season. This is because the demand from customers preparing in advance for the rainy season has increased. For the same reason, the demand for rain boots has also surged significantly.

On StyleShare, a social networking service (SNS)-based fashion platform, the transaction amount for rain boots in the first half of this month increased by 315% compared to the same period last year. Outdoor brand K2 launched a safari-style lightweight raincoat and a cape-style poncho raincoat on the 23rd. Featuring nylon fabric, it is light and comfortable, and can be folded and stored in a separate packable pouch. Less than a week after its release, 30% of the season's planned quantity has already been sold. BYN Black Yak's golfwear brand Hillcreek also launched a 'rain jacket series' on the 24th that allows playing rounds in the rain. The entire seam is sealed with a seam-sealing method to prevent water leakage.

Not only outdoor brands but also rainwear suitable for everyday wear is popular. Samsung C&T Fashion Division's Beanpole Golf recently released women's raincoats and men's rain jackets and pants. Sales of these products increased by more than 30% compared to the previous week from the 20th to the 26th. Compared to the same period last year, sales also increased by 30%. In addition, casual fashion brand Giordano's so-called 'Jeon Ji-hyun raincoat' continues to be popular as a 'cost-effective item' this year as well as last year.

Samsung C&T Fashion Division, 'Beanpole Golf' Cape-style Raincoat. Photo by Samsung C&T Fashion Division

The Danish rain jacket specialist brand 'RAINS' is also highly favored by the MZ generation (Millennials + Generation Z) as it can be worn in various styles such as coats, jackets, and ponchos.

Children's clothing brands are also releasing rainwear. Since young children often find it difficult to hold umbrellas by themselves when going to and from daycare or kindergarten, demand from parents has greatly increased. Hanse Dream introduced whistle raincoats, spinky raincoats, and rain boots through the children's brand Moimoln, and Bebedpino, a children's clothing brand operated by The Carry, launched raincoats and rain boots as part of a collaboration line with Disney character 'Winnie the Pooh.' Blue Dog by Western Networks also saw an average sales increase of 45% compared to the previous week as of the day before, with products such as 'mint color raincoat' and 'yellow middle color rain boots.'

An industry official said, "The rainy season arrived earlier than expected, leading to continuous product launches and increased sales compared to last year," and added, "This rainy season is expected to last long, so marketing for the rainy season will continue to heat up for the time being."