Fashion industry moves up summer events amid early heat

[Courtesy of Gmarket Inc.]

South Korea’s fashion industry has moved up its summer sale period by a month or two to June as the intense heat starts earlier.

According to the retail industry on Sunday, Coupang Inc., the country‘s largest e-commerce platform, has been holding a casual wear sale with discounts of up to 75 percent since June 20. The same event was held in early July last year.

Gmarket Inc. and SSG.com Corp. also launched discount events for new summer fashion items at the end of May.

As the rainy season lengthens in the summer, waterproof products have become a focal point for fashion companies.

Fashion platform Ably Corp. introduced a special event for the rainy season this month. Since last week, it has been holding a special exhibition for summer shoes that can be worn in the rain such as Crocs.

The transaction amount for water shoes, also known as aqua shoes, increased eightfold in May compared to the same period last year.

“Interest in rain boots, which used to be sold mainly in June and July before the rainy season, has seen a surge since spring,” said an Ably official.

Fashion platform ZIGZAG also saw a strong growth in transactions for water sports items such as waterproof bags (287 percent), waterproof packs (183 percent), and waterproof cases (147 percent) in May.

The fashion industry is also swiftly releasing clothing made from cooling materials.

Traditionally, the industry sees the winter season, when expensive coats and padding are sold, as the peak season, but with longer summers, functional materials aimed at beating the heat are gaining popularity.

“As the mild spring and fall seasons shorten and the weather becomes more extreme with hotter summers and colder winters, product trends are changing accordingly,” said a fashion industry insider. “There is a growing perception that mid-season clothes can’t be worn for long, which leads to an increase in early summer product sales.”