Electricity Bill Hike Boosts Popularity of Cooling Bedding and Apparel

Shinsegae Department Store, Bedding Sales Up 30.8%
Linen, Rayon, New Materials and Various Products
Large Marts Hold Major Discount Events

Due to the recent rise in electricity costs, consumers are increasingly purchasing cooling fabric bedding and clothing to prepare for summer. In response, department stores and large supermarkets are targeting the market by focusing on premium products and cost-effective items, respectively.

A model is showcasing products from the 'Innerwear Cool Festival' at Homeplus Gangseo branch.
[Photo by Homeplus]

According to Shinsegae Department Store on the 13th, bedding sales from the 1st to the 8th of this month increased by 30.8% compared to the previous year, while sales at Hyundai Department Store rose by 22.3%. Many consumers are spending more for comfortable sleep, leading to the growing trend of the sleep-economy market, known as "Sleeponomics." Especially in summer, various materials such as linen, rayon, and cooling fabrics that effectively draw heat away from the skin surface to lower body temperature are gaining popularity.

Department stores are capturing the demand for high-end and segmented products. Lotte Department Store has introduced exclusive products with popular home fashion brands. Allergman cooling pads and Sesa Air Cooling seats have sold over 5,000 units so far, receiving positive responses. Until the 15th, Konkuk University Star City branch is holding a special exhibition for Allergman and Nicefeel summer comforters, and until the 30th, Jamsil and Incheon branches are running special discount events for Iddellom. Shinsegae Department Store will present the Freshfind Summer Bedding special exhibition on Shinbaek Live at 8 p.m. on the 13th. Featured products include rayon items with quick sweat absorption and ventilation, offered at special prices. Hyundai Department Store is holding a special sale on bedding products using cooling materials at major stores until the 18th. Cheonho, Sinchon, and The Hyundai Daegu branches have The House bedding edit shops, where customers can experience and compare various brands such as Elle and April at Home all at once.

At large supermarkets, consumers seeking cooling clothing are increasing. At E-Mart, sales of cooling underwear from the 1st to the 8th of this month rose by 11% compared to the previous year. Lotte Mart saw a 15% increase in cooling clothing sales, and Homeplus experienced a 142% growth in cooling underwear sales. Accordingly, large supermarkets have launched extensive discount events. E-Mart offers a 30% discount when purchasing two or more cooling fabric products for men, women, children, and loungewear until the 28th. Lotte Mart sells 11 types of Ultra Cool men's underwear at a 30% discount when buying two or more until the 21st. Homeplus is hosting the "Cool Innerwear Festival" until the 14th, offering popular products at discounts of up to 30%.