Although spring is still in the air, it is already turning into summer inside the store. The flow of consumption is also changing, with thin clothes and cool clothing being placed at the forefront.
According to the Korea Meteorological Administration on the 18th, temperatures from April to June are likely to be higher than average.
As temperature rises are expected to continue from the beginning of summer, seasonal demand is also moving faster than usual.
This trend is also captured in consumption indicators. The Ministry of Trade, Industry and Energy’s distribution company sales trends also show that sales of seasonal products such as clothing and home appliances increase rapidly during seasonal transitions.
Similar movements can be seen in actual corporate data.
According to the interim results of CJ OnStyle’s first half shopping event ‘Come On Style’ held earlier this month, sales of home appliances, such as air conditioners and food waste disposers, which are in high demand during the summer, increased compared to the previous year. Summer demand is ahead of previous years.
Sales of clothing made of breathable materials such as hemp and linen also increased from an early stage. The order amount for linen products increased by approximately 27% during the event period compared to the same period last year.
This trend is leading to ‘consumption that responds to expected temperature rather than temperature.’ The distribution industry is moving quickly to dominate seasonal demand.
BGF Retail is expanding its product range by sequentially launching related products such as sun care products and cooling clothing targeting the summer season. We increased the number of beauty brand collaboration products and also included body odor management products and functional cooling wear.
Summer items such as arm sleeves and overshoes were also introduced earlier than usual to take advantage of demand.
The fashion industry is also speeding up its response to the summer season. Who Are You recently unveiled its summer collection and created items that reflect the festival sensibility of the 1990s. A product line centered on comfortable silhouettes was introduced.
These changes go beyond a simple change of seasons and lead to changes in consumption patterns.
The industry believes that consumption tends to advance when temperatures are expected to rise. The distribution industry is also responding by accelerating the timing of product launches and strengthening related categories.
Ultimately, the consumer market is now moving based on ‘expected temperature’ rather than ‘current temperature’.
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