Cold Winds Drive Shopping Frenzy: Online Stores Compete with 'Cold Wave Essentials'

Screenshot from 29LIVE. As the cold wind began to blow in earnest this November, major winter promotions on fashion platforms have gained momentum. With the sudden drop in temperature, demand for winter outerwear and cold-weather items has surged, leading to rapid sales growth of key products such as padded jackets, fur, and UGG boots.
6 billion won in the early days of its large-scale winter event '29CM Week,' which started on the 3rd. The early cold snap is immediately reflected in consumer sentiment. A 29CM representative stated, "During the first weekend of the event, app visitors more than doubled compared to the previous week, and orders were concentrated on outerwear.
" Notably, high-insulation items such as padded jackets, fur, and mouton coats dominated the top sales rankings. From the 1st to the 4th, outerwear transaction volume increased by over 60% compared to the same period last year. Fur product sales nearly grew eightfold, and padded jackets more than doubled.
As temperatures dropped sharply, demand has focused on items with strong insulation. Searches for lightweight padded jackets and fleece increased by fourfold and over 240%, respectively.
Cold-weather accessories such as scarves and balaclavas are also gaining popularity. Searches for scarves rose 60% year-on-year, while balaclava transaction volume jumped 80%, reflecting the rapid spread in demand for 'cold wave essentials.
' At 29CM, where women in the 25–39 age group make up a large share of customers, women's designer brands like URAGO and FACADE PATTERN have shown remarkable growth. In particular, FACADE PATTERN surpassed 1 billion won in daily transactions during the 29LIVE broadcast on the 4th.
A 29CM official noted, "Interest continued even before the broadcast, and purchases were actively made by loyal brand customers. " As demand for winter outerwear rises, outdoor brands are also regaining attention.
Kolon Sport and Salomon saw their transaction volumes increase more than tenfold year-on-year in just two days. Shinsegae’s fashion platform W Concept also reported a 100% increase in sales of cold-weather items from November 22 to December 4 compared to the previous year.
Sales of heavy outerwear such as jumpers, padded jackets, and fur rose by 145%, while cold-weather shoes and mufflers each grew by over 60%. An industry insider explained, "In times of sudden cold like now, consumers are clearly inclined to prepare 'cold wave essentials' in advance, so practical items that help maintain body temperature, such as fleece or UGG boots, are standing out in sales.
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Screenshot from 29LIVE. As the cold wind began to blow in earnest this November, major winter promotions on fashion platforms have gained momentum. With the sudden drop in temperature, demand for winter outerwear and cold-weather items has surged, leading to rapid sales growth of key products such as padded jackets, fur, and UGG boots.
clean@fnnews.com Lee Jeong-hwa Reporter