[Why&Next] Leather Jackets a Hit Amid Heat Wave...Why Is the Fashion Market Forgetting the Seasons?

Handsome’s Leather Outerwear Sales Jump Sixfold
LF and Shinsegae International Also Move Up FW Launches
Adjusting Volume Using Sales Data Instead of the Calendar
Minimizing Inventory Amid Cost and Exchange Rate Pressures

As this summer’s heatwave continues, the fashion industry’s attention is already shifting rapidly to the fall and winter (FW) season. Fashion companies, which typically launched FW products in late August or early September, began releases as early as June this year, and fast-selling items are already undergoing additional production (reorders). Companies are not simply moving up new product launches; their seasonal strategies are evolving as they flexibly adjust shipping schedules and order volumes based on real temperatures and sales responses.

According to the fashion industry on the 27th, major fashion companies such as LF, Handsome, and Shinsegae International are moving up the launch timing for FW products this year or expanding their lineup of transitional season offerings.

Bove Autumn Collection. Shinsegae International

Advanced New Arrivals Spur Consumer Spending... Reorders Underway

Handsome advanced the shipping schedule for some fall items by nearly a month compared to last year. The women's casual brand Mine began selling its leather outerwear in June this year, compared to July last year. Sales of these products increased sixfold year-on-year, and some items have already entered the reorder process.

The company also plans to roll out winter items sequentially from the end of this month. With the ongoing popularity of leather outerwear, Time Homme expanded its FW lineup from four items last year to six this year, and increased overall volume by more than 30 percent.

LF moved up the pre-order period for Daks Women’s fur—traditionally started in early August—by two to three weeks to mid-July this year. This shift is due to early purchases of high-priced items; last year's FW premium fur collection saw sales rise 40 percent from the previous year, and a shearling coat priced in the 8 million won range sold out in about two months after its release. In this year's first pre-order, shearling sales increased by 20 percent year-on-year.

At Shinsegae International, demand for transitional season items is also emerging rapidly. From August 1 to 13, sales of leather jackets from the women’s clothing brand EENK jumped tenfold year-on-year, while long-sleeved T-shirts rose 180 percent. Bove reported a 43 percent increase in knitwear sales and a 54 percent jump in total outerwear sales over the past week. Studio Tomboy advanced the launch of outerwear by about three weeks earlier than usual.

Mine suede collar jacket. Handsome

'Batch Release' Out, Demand Testing In... Boosting Production of Best Sellers

Behind the early FW launches is a shift in consumer behavior blurring the line between seasons and actual purchase periods. Whereas it was previously standard practice to release new seasonal products all at once at a set time, today’s customers tend to buy in advance―considering not only the release date but also the usage scenarios of new items. As a result, the classic concept of distinct retail seasons is losing significance, and actual purchase timing and usage no longer strictly coincide.

Companies are also changing how they manage product launches. Instead of rolling out all FW items at once, they are segmenting launches—beginning with lighter long-sleeve tops and nylon jumpers for the transitional season, then progressing through leather, suede, and wool before finally releasing winter furs and shearling. Rather than adhering to the calendar-based model of “fall items in September, winter items in October–November,” firms are now subdividing the season based on actual temperatures and consumer response.

This “staggered launch” approach also serves as a kind of demand test before the peak season. Because fashion trends and weather make demand highly volatile—and because products quickly lose value when the season passes—missing the best timing can force retailers into discounts and outlet sales, which threaten profitability. Launching early lets companies swiftly reorder popular items and suppress production on those with weak sales momentum once initial sales data comes in.

Another advantage is a longer window for selling products at full price. Releasing items a month earlier than before secures a longer sales period, reducing reliance on end-of-season discounts and improving both inventory turnover and the proportion of items sold at standard price.

LF Daks Perfume. LF

Higher Costs, Rising Inventory Risks... Maximizing Sell-Through to Protect Profitability

Increasing cost pressures have made inventory management more critical than ever. As the cost invested in each garment rises, so too does the risk and financial burden posed by unsold inventory and profit margin erosion from discounting.

The apparel industry frequently sources fabrics and trims from overseas and often manufactures via OEM or ODM in China and Southeast Asia. When the value of the won declines, the cost in won terms of materials, parts, and manufacturing paid in foreign currencies rises. For example, according to global raw materials market indices, the price of wool was 1,812 Australian dollars per 100kg as of August 21. While that’s a 4.68 percent decline from a month earlier, it is still up 45.31 percent from a year ago. For companies directly importing foreign brands, their product procurement prices are also directly affected by exchange rates.

However, because apparel is highly sensitive to the economy and consumer sentiment, it is difficult to directly pass all cost increases onto retail prices without risking a drop in sales. Instead of offsetting higher costs purely through price hikes, fashion companies are increasingly focused on minimizing inventory and maximizing full-price sales to protect profitability. That is why advancing the launch of FW items—to test market response and then flexibly adjust subsequent production and supply—has become a crucial strategy.

An industry insider said, “Shifts in climate and increasingly segmented consumption patterns are weakening the traditional distinction between spring/summer and fall/winter seasons. For inventory efficiency and profitability, it is becoming more important to confirm demand in advance and adjust supply quickly, rather than stockpiling inventory for a specific season.”

This content was produced with the assistance of AI translation services.