▲ This photo, provided by Shingsaegae International, is an advertisement of the mall's Luxury Outlet where purchasers can get discount for winter apparels. (PHOTO NOT FOR SALE) (Yonhap) 

 

 

 

▲ This photo, provided by CJ OnStyle, is showing its mink coat sales event. (PHOTO NOT FOR SALE) (Yonhap)

 

 

SEOUL, July 16 (Yonhap) -- Fashion and distribution companies are adopting 'Reversed Season Marketing' strategy, putting forth their winter clothing in the middle of the summer. 

It is a new strategy to raise sales in the summer off-season by getting rid of stocks while preparing for a launch on the next season.

According to related industries on the 16th, Shinsegae International is opening 'Luxury Outlet Special Sales Event for Reversed Seasons' this 18th and will be offering discounts on fall·winter(FW) season apparels from foreign brands up to 68%. These brands include Herno, Masion Margiela, Marni, Yohji Yamamoto. 

During this event, footwear companies such as Ugg, Sam Edelman are putting out winter boots in cut prices.
 
Until the 18th VOV, Shingsaegae International's women clothing brand, is holding 'Winter in the Summer' event in which they will be lowering prices of their products. During this period, coats, jackets, knits and many more will be offered in special prices.

Earlier last month, Kolon Industries' Fashion Business had conducted a Reversed Season event on Kolon Mall. 

Generally, the event is thought to be a resolution for leftover stocks from past seasons. However, recently during these kinds of events, fashion markets are releasing new products, too. 

CJ OnStyle has continually scheduled mink fur coats this summer but the products turned out to be new ones. 

On 17th morning, fashion program 'Style C' is selling their brand ('Celebshop Edition')'s 'Felmale High-Neck Mink Coat'. Another sales is scheduled on the 24th night on 'Hit the Style' program. 

Last 26th, on a mink fur coat sales show, all of the prepared stocks were sold within 30 minutes. Because of this enormous popularity, Style C has organized an encore program. 

On the afternoon of the 16th, fashion brand 'Karl Lagerfeld Paris's 'Copenhagen Mink Whole Fur Women Regular Coat with Hood' sales program is scheduled. This product was also sold out in 14 minutes on a show on the 13th, recording 2.8 billion won of total purchase order amount.

Under these marketing methods is a strategic thought of increasing sales by selling winter apparels, which are high in unit costs, during summer when fashions are usually off-seasons.

A person from a fashion company said, "When it come to profit, winter apparels usually come out in high prices even with discounts. So it is actually more profitable than selling a bunch of summer clothes."

A CJ OnStyle staff said, "From July to August, we can bring in materials for high priced winter clothing in a lower cost and can operate factories which enables us to lower the manufacturing costs." and "Then the consumers can purchase those products in prices in maximum of 10~20% off from normal prices.

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