"Want to Buy the Swimsuit Jennie Wore"... Why Summer Clothing Sales Soared Amid the Strongest Cold Wave

Sales of Summer Clothes and Travel Goods Soar Compared to Last Year
Many People Traveling Abroad to Escape Sudden Cold Weather

Amidst the ongoing severe cold wave, it has been observed that sales of summer clothing are actually increasing, drawing attention.

Fashion platform W Concept announced on the 21st, "An analysis of customer purchase data from the 1st of last month to the 17th of this month shows that sales of summer items such as short-sleeve shirts, bikinis, and slippers increased by 50% compared to the same period last year."

Sales of summer products such as short sleeves, bikinis, and slippers have increased by 50% compared to the same period last year, despite the cold weather. The photo shows BLACKPINK's Jennie wearing a swimsuit during her trip to a hot country. [Image source=Jennie Instagram]

Sales of representative summer clothes like short-sleeve shirts and shorts rose by 52% and 17%, respectively, while sales of bikinis and beach accessories also jumped significantly by 16%. Sales of summer footwear such as mules and slippers surged by 58% compared to the same period last year.

This is analyzed to be because more customers are traveling to warm places to escape the cold wave rather than buying winter clothes to endure the cold. According to Hanatour, overseas travel bookings in December this year more than doubled compared to the same period last year. More than half of these were to relatively mild-weathered regions such as Southeast Asia.

A scene from the Netflix variety show "Solo Hell." As the program gains popularity, the summer outfits worn by the cast, such as dresses and bikinis, are also receiving significant attention. [Image source=Netflix capture]

A fashion industry insider said, "This year, especially with the sudden cold snap, it seems people are more boldly deciding to travel abroad," adding, "Demand for summer clothes, especially among younger generations, is expected to continue."

Reflecting this trend, sales of travel goods such as suitcases and pouches needed for vacations increased significantly by 77% compared to the same period last year. In particular, sales of medium to large-sized suitcases (24-28 inches) required for long-distance travel rose by 55%.

Offline stores show the same trend. From the 1st to the 22nd of last month, swimsuit sales at Shinsegae Department Store increased by 13.3% compared to the same period last year, far exceeding the level in August (5.6%), which is midsummer. Also, at the Nike Swimwear Gangnam store, which operated for two days starting from the 18th of last month, people lined up from 1 a.m., creating long queues. During this period, swimwear sales recorded about 150 million KRW.

Additionally, the perception that summer clothes are relatively cheaper in winter and winter clothes are cheaper in summer seems to have an influence. From the seller's perspective, it is common to hold discount events accordingly to clear inventory without carrying it over to the next year.

Meanwhile, W Concept is offering up to 80% discounts on travel products such as suitcases targeting year-end and early-year travel demand until the 26th.