Even as the impeachment motion against the president passed the National Assembly, open run activities (the act of running to a store as soon as it opens to purchase items) are still ongoing. At Shinsegae Department Store in Gangnam, people rush to the 10th floor, while at Hyundai Department Store in Apgujeong, they rush to the basement level 2. It is said that Hyundai Department Store in Pangyo has people going to the 5th floor.
The places where people are running to are not the floors crowded with luxury brand stores like Hermès, Louis Vuitton, or Chanel, nor are they the floors selling popular desserts. So why are people running like this? What are they trying to buy?
According to the retail industry on the 16th, what they want is quite specific. It’s to buy luxury children's clothing, specifically the largest sizes available. Synthesizing stories from store staff, it appears that clothes for 13- and 14-year-old elementary school upper-grade children are selling like hotcakes. A representative from a children's clothing store noted, “There aren’t many in stock to begin with, so competition is even fiercer.”
If described only up to this point, many would click their tongues, wondering if even elementary school students have awakened to luxury consumption. However, this consumption is not for children. It is 'smart consumption' for adults. This means that there are adults who enjoy wearing children's clothes.
A representative item that sells well is the poncho sold by Fendi Kids. It features the Fendi logo and can be worn on both sides, and there is little design difference when compared to the adult version sold by Fendi. However, the price does differ somewhat.
The price of the Fendi adult poncho varies based on materials and design, ranging from 1.8 million to 4.45 million won. However, if you buy a similar feeling poncho from Fendi Kids instead, you can get it for 300,000 to 800,000 won. Although the length is slightly shorter, it is not considered a big issue. Reviews indicate that for thin women around 160-165 cm tall, children's clothing can even be more convenient.
There is a similar product available at Moncler Kids, specifically the New Maya padded jacket sold by Moncler Kids. This product is priced around 1.2 million won, while the adult version, the Maya padded jacket, is about 2.2 million won. This means you could save about 1 million won if you are slightly thin and on the shorter side.
The retail industry notes that a smart consumption trend is also blowing through the luxury consumption sector. In the past, such consumption desires were satisfied through overseas direct purchasing. After Thanksgiving in the United States, engaging in Black Friday sales would allow consumers to buy luxury goods at lower prices. However, considering the current exchange rates, they aren’t as cheap as before. In this context, some quick-witted consumers have shifted their focus to purchasing luxury children's clothing.
According to Hyundai Department Store, the proportion of women in their 20s at children's luxury stores has increased by 15% compared to last year. Of course, it cannot be definitively stated that all women in their 20s shopping are doing so for themselves, as it might be for gifts or genuine children's consumption.
However, according to store staff, the consumption of women in their 20s is mostly by those looking to purchase luxury clothing at a lower price. One store employee mentioned, “They often rush into the store asking for the largest sizes and trying them on, leading us to suspect they are there to buy clothing for themselves.”
As political instability raises doubts about industrial competitiveness, the value of the won is falling. Recently, the exchange rate of the won against the U.S. dollar has been recorded in the 1,430 won range, with some suggesting that the rate is likely to increase further. Adults wearing children's clothing. In this era of high exchange rates, niche consumption is appearing like this.