The sudden cold snap this month has led to a significant increase in outerwear sales.
According to Shinsegae International on the 8th, sales of its fashion brand Studio Tomboy grew by 40.7% from the same period last year during the week of November 1–7, when the cold winds began to blow.
During this period, sales in the outerwear category, including jackets and coats, rose by 55%, driving the brand’s overall performance.
In the same period, women’s brand VOV also saw coat sales rise by 141.2% compared to last year.
Sales of high-end outerwear made from premium materials like mink, sheepskin, and leather also increased by 30.2%.
The outerwear sales of women’s brand G-cut rose by 47% as well.
A Shinsegae Tomboy representative commented, “With a record cold wave expected this year, we anticipate further growth in sales. We will continue to drive sales by proactively conducting marketing and promotions that align with weather patterns and customer buying trends.”
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