"Buying Padding in Heatwave"... People Waiting for Winter by Buying Thick Clothes Cheaply

Off-Season Products Heat Up E-commerce
Rational Consumption Trend Amid High Inflation

Office worker Kim Kyung-eun (37) purchased a padded jumper through e-commerce last month during the early heatwave. Although she cannot wear it for the next six months, she decided to buy it because of the significantly discounted price compared to buying it in winter. Kim plans to store the thick jumper in her wardrobe and wait for the cold wave to arrive.

As the unstable economic situation continues, so-called 'off-season' products are gaining popularity. Off-season products refer to items that are not in demand during the current season and require waiting for the season to change, but can be purchased at relatively low prices. Fur and padded items sold in midsummer are typical examples. The continuation of the 'three highs' phenomenon?high exchange rates, high prices, and high interest rates?has tightened consumers' budgets, leading to a clear trend toward rational consumption.

On the 10th, TMON announced that the transaction amount for down and padded jumpers last month increased by 270% compared to the previous year. The transaction amount for padded vests, which are usually sought after from early winter, also more than doubled. The popularity of off-season products is confirmed on other e-commerce platforms as well. At WEMAKEPRICE, sales of padded items increased by 262% last month compared to the previous year, showing remarkable growth. Knitwear sales also rose by 207%. Sales of winter hats such as beanies increased by 67%, and coats by 51%. Interpark Shopping also explained that padded products are gaining popularity with double-digit growth compared to the previous year.

The popularity of these off-season products seems to reflect the recent consumption trend of the MZ generation (Millennials + Generation Z), who emphasize 'cost-effectiveness' amid high prices. It also aligns with companies' needs to reduce inventory costs by discounting and selling products that are out of season rather than storing them. An e-commerce industry official said, "Due to prolonged high prices and economic recession, customer interest in off-season fashion items such as padded jackets and coats with lowered prices appears to be increasing," adding, "Demand for purchasing in advance at reasonable prices will continue to grow."

As online sales of off-season products surge, each platform is also preparing various promotional events to capture demand. TMON and WEMAKEPRICE have prepared more than 3,000 off-season products including padded jackets, coats, knitwear, and gloves. To sell these, TMON is holding its monthly flagship promotion event, 'Monster Mega Sale,' while WEMAKEPRICE is hosting 'WEMAKEPRICE Day,' offering discounts and various benefits.