Season-Free Fashion Rises Amid Climate Change in Korea
Creatrip Team
a year ago
As climate change blurs the lines between seasons in Korea, there is a noticeable shift in consumer patterns towards 'season-free' (seasonless) fashion and products. With frequent heatwaves and sudden heavy rainfalls, items like cardigans and shirts have seen a significant rise in popularity, contrasting with minor increases in traditionally rainy season items like rain boots and waterproof jackets. Sales data from Hyundai Department Store shows a marked increase in fashion segment revenues during summer sales, with notable growth in sports, outdoor gear, and lightweight outerwear. Brands like Hyundai's TIME and SJSJ are expanding their collections of linen shirts, summer knits, and cardigans to cater to the new demand. This trend also extends to beauty, food, and home appliances, with year-round demand for winter-focused skincare products, healthy ready-to-eat meals, and appliances like dryers and dehumidifiers. The transition reflects a consumer shift towards practicality and functionality across changing weather conditions.
