Shinsegae Department Store announced on the 8th that it will hold a large-scale fur 'preorder' event at 11 stores nationwide, including its main store and Gangnam branch, throughout the month of July. This method allows customers to secure winter season new products and limited-edition furs through advance orders in the summer at prices discounted by 10-20% compared to regular prices.
A total of 19 brands will participate in this event, including KOOH, Delaranna, Dongwoo, Sabatie, and Jindo. The number of styles per brand has expanded to more than 150, three times larger than the previous year, marking the largest in history.
High-end furs, such as Russian sable, often run out early in the season due to limited raw material supply, so preordering is said to be the most reliable opportunity to secure desired items. From the brand's perspective, preordering not only expands distribution channels but also allows for flexible inventory management by predicting demand.
In the past, Shinsegae Department Store's fur sales during the concentrated preorder period from June to August have shown growth for three consecutive years. In 2022, it was 24%, in 2023 it rose to 56%, and in 2024 it surged by 147%.
Sun Hyun-woo, the fashion manager at Shinsegae Department Store, said, 'In the past, there were often last-minute rushes to buy fur just before winter, but now summer preordering has established itself as a more rational consumption method,' adding, 'We plan to increase shopping satisfaction by introducing a variety of products that cater to not only VIP customers but also the general public.'