Demand for summer vacation looks is surging amid heat arriving earlier than usual. As early-summer weather continues, with Seoul's daytime high topping 30 degrees for the first time, sales of swimsuits and sun care products are rising.
Fashion platform W Concept said on the 15th that an analysis of sales data for the two weeks from the 1st to the 14th showed vacation-related products such as swimsuits and beach towels rose 40% from a year earlier.
The category showing the most notable growth was swimsuits. Sales of rash guards for tops and bottoms and water leggings jumped 80% from the same period last year, and sales of seasonal accessories such as sandals, bucket hats, ball caps, arm tubes, and beach towels also increased 30%.
Demand for beauty products to guard against ultraviolet rays also increased. Sales of sun care items such as sunscreen, sun cushion, and sun spray climbed 150% from a year earlier, posting strong growth.
W Concept is holding a Summer Essentials event through the 25th, featuring summer season fashion and accessories tailored to the demand. Brands including Liel and Compagno are participating, offering a "24-hour early summer brand sale."
More than 200 popular fashion and accessory brands, including Marithé François Girbaud, Cita, Ostkaka, and Nike, are also offering discounts. Seasonal items such as T-shirts, summer outers, sleeveless tops, dresses, shorts, weaving bags, sandals, and sunglasses—essentials for summer—are being offered at discounts of up to 90%.
A W Concept official said, "With the heat arriving earlier than usual and more customers preparing for vacations ahead of time, sales of related products are rising sharply," adding, "We will offer a variety of products from vacation fashion to beauty items at reasonable prices."
Seoul's daytime high topped 30 degrees for the first time the previous day, as many parts of the country saw the hottest weather of the year. That is about a week earlier than last year. The early heat, nearly 10 degrees above normal, was expected to continue through the weekend and into early next week.