Zigzag, a style commerce platform operated by Kakao Style, announced on the 9th that sales of spring clothing are rapidly increasing due to the recent warm weather.
An analysis of transaction data from February 23 to March 4, the ten days leading up to Gyeongchip, the solar term marking the beginning of spring, revealed that transaction volume for products related to spring clothing keywords increased by approximately 99% compared to the same period last year. In particular, driven by increased demand for new season products, transaction volume for new spring keyword products surged by approximately 190% year-on-year, nearly tripling the previous year.
This sales increase is attributed to higher-than-average temperatures. The mild weather, which has been around 5 degrees higher than average, with daytime temperatures exceeding 10 degrees Celsius nationwide since late last month, has led consumers to purchase spring clothing earlier. As demand for outdoor activities increases, sales of cherry blossom-related products also increased by approximately 148% year-on-year.
By product category, sales of spring outerwear products showed a notable increase. Sales of lightweight, comfortable outerwear, replacing thick winter coats and padded jackets, increased 158% year-on-year, while sales of spring jumpers and jackets also increased by 142% and 131%, respectively.
Demand for spring clothing also increased. Lightweight spring blouse sales increased 128% year-on-year, while sales of T-shirts and cardigans also showed steady growth, rising 41% and 20%, respectively. These products are attracting increasing consumer interest, as they are used not only as spring outing styles but also for a variety of purposes, such as wedding guest looks and work attire.
Spring clothing also made the ZigZag best-selling list. The Basya jumper from Autumn Mall ranked high on the sales charts for its simple design and casual style, while Daily Ju's Laska Layered Tencel Round T-shirt, with its versatile styling, continues to be in high demand. Among bottoms, Manique's Valerie Layered Long Skirt is gaining attention for its lightweight material and unique silhouette.
To meet this growing demand, ZigZag is holding a Shopping Mall Week event until the 15th. Various shopping malls, including Autumn, Manique, K-Club, Real Coco, Merry Around, Larum, Dearmont, and Daily Ju, are participating in the event, offering new spring arrivals and popular items, including clothing and fashion accessories, at discounts of up to 95%.
During the event, a trend keyword corner will showcase spring-related styles and curate related products. Various benefits will also be offered, including coupon packs offering discounts of up to 20%, free shipping on selected items, and a random bonus of up to 50,000 points.
A Kakao Style representative explained that with temperatures rising faster than usual this spring, consumers' spring fashion shopping season appears to have moved up. Zigzag also announced plans to offer a variety of benefits to customers preparing for the new season by running spring promotions across various categories, including fashion, beauty, and lifestyle, including Shopping Mall Week.
In recent years, the fashion distribution industry has seen a growing shift in consumption patterns, reflecting seasonal changes and climate impacts. In particular, competition for promotions based on rapidly changing trends and seasonal products is intensifying, particularly on online fashion platforms.
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