"Last Year's Prolonged Heat, This Year the Fashion Industry Smiles Amid Autumn Chill"

[Financial News] After struggling with sluggish fall/winter (FW) season sales due to last year’s 'autumn heat,' the fashion industry is anticipating a solid recovery this year. As temperatures have dropped rapidly since October, demand for mid-season and lightweight outerwear has clearly increased. Major brands are busy launching products earlier and expanding their lineups as part of their merchandise planning strategies.
According to the fashion industry on the 27th, last year’s unseasonably warm weather continued through November, resulting in poor sales of fall and winter outerwear and impacting the performance of leading fashion companies.
Samsung C&T Fashion Group reported sales of 541 billion won and operating profit of 43 billion won in the fourth quarter last year, down 0.7% and 6.5% respectively from the previous year. Shinsegae International Inc. saw sales decrease by 2.6% to 382.3 billion won and operating profit plummet by 97.9% to 300 million won during the same period.
This year, however, autumn temperatures have returned to average levels, and most regions nationwide are experiencing single-digit temperatures this week, reviving consumer sentiment for fashion.
Samsung C&T Fashion Group has refined its product strategy for Bean Pole, segmenting its offerings from the traditional four seasons to seven distinct seasons (such as early spring, early autumn, and midsummer) to better respond to temperature changes. A company representative stated, "Last year, we missed the timing for winter product sales due to the prolonged warmth into November, but this year, with temperatures returning to normal, expectations are high. The next two months will be crucial."
Bean Pole has expanded its range of hybrid mid-season products to address large daily temperature swings. Since October, sales of signature mid-season items such as corduroy, quilted jumpers, and lightweight padding have shown double-digit growth compared to the same period last year.
This year, padded jackets—a staple winter item—have evolved to focus on 'lightweight' features, balancing practicality and style. LF Corporation is strengthening its lightweight padding lines for major brands to quickly adapt to temperature changes. Reebok has, for the first time, developed a full lightweight padding line, targeting the market with 'intermediate stage' products that bridge windbreakers and heavy outerwear. Teton Bros has established its 'Alive Series' with lightweight, midweight, and heavy options, enhancing its product lineup to cover a wide range of temperatures.
Moving away from the traditional 'produce first, sell later' model, companies are now shifting to online-based, real-time responsive operations to better react to weather conditions. Shinsegae International Inc. is flexibly adjusting its planning by brand. Its flagship brand, STUDIO TOMBOY, advanced the launch of its lightweight down jackets by two weeks compared to last year to meet early autumn chills, and has established an online-focused small-batch reorder system.
KOLON FnC is improving demand forecasting accuracy with data-driven planning strategies. Kolon Sport has expanded its lightweight outerwear lineup—centered on Sotsot Down, Keeper, and Alpha Down—to cover the period from mid-season to early winter, increasing production of its flagship Sotsot Down by approximately 1.3 times compared to last year.
An industry official commented, "Last year, core winter products did not sell out in time, but this year, with the season’s timing back on track, we expect a recovery in sales. Especially for products like padded jackets, which have long lead times, it is becoming increasingly important to implement agile production strategies that respond quickly to market demand."
clean@fnnews.com Lee Jeong-hwa Reporter