Fashion and beauty items to avoid the heat are attracting attention as high and humid weather continues even before the full-fledged summer begins.
ABL, a style commerce platform operated by ABL Corporation (CEO Kang Seok-hoon), announced on the 28th that demand for “humidity preparation items” such as breathable clothing and durable cosmetics has soared due to early heat and high humidity.
In the fashion category, highly breathable products such as “punching (punching) design” and “mesh (mesh material)” are attracting attention. Demand is rapidly increasing ahead of the high-temperature and humid summer as it can add design points as well as cool wear.
According to the analysis of ABL customer data over the past three weeks (May 1~21), the amount of “punching short-sleeved (short-sleeved)” transactions surged more than five times (432%) compared to the same period last month, and the search volume increased by 2.5 times (155%).
Mesh materials, which have both style and function, have emerged as a fashion trend this summer. During the same period, ‘Mesh Cardigan’ transactions more than doubled (112%), while ‘Mesh Short-Sleeved’ transactions and search volume increased 75% and 64%, respectively.
Demand for mesh materials has increased significantly not only in clothing but also in miscellaneous goods. The mesh material of hats was also strong, with the amount of shoe transactions such as “Mesh Flat Shoes” (577%) and “Mesh Sneakers” (427%), as well as the amount of “Mesh Ballcap” hats transactions (184%) and search volume (123%).
In the beauty category, long-lasting cosmetics that can maintain makeup for a long time despite moisture and sweat stood out. In the last three weeks (May 1 to 21), the search volume for “waterproof” that makeup does not easily erase even when it touches water has increased by 81% compared to the same period last month.
In particular, attention was focused on eye makeup such as “Waterproof Mascara” (103%) and “Waterproof Eyeliner” (51%). The search volume for “makeup fixers” that enhance makeup retention increased by 58%, while the transaction volume and search volume of “hair fixers” increased by 68% and 55%, respectively.
ZigZag, a style commerce platform operated by Kakao Style (CEO Seo Jung-hoon), said that the amount of product transactions in preparation for the heat, such as hand fans, increased by up to 11 times compared to the same period last year.
In Zigzag, transactions of “hand fans” in the past month (4/20 to 5/19) have surged more than 11 times (1045%) compared to the same period last year. In fact, the “Alyssa Quick Cooling Portable Fan” ranked in the top 10 in the life category as of the 23rd.
Smartwatch straps that touch the body are also popular for cool materials, and the transaction value of smartwatch ‘summer straps’ has increased more than five times (407%) compared to the previous year.
Sales of functional clothing with a comfortable fit have also increased. In the past month, transactions of “cold T-shirts” that cool down the temperature have increased more than 10 times (954%) compared to the previous year, and “cold pants” have increased 266%. Linen cardigans, which are useful in hot sunlight or cold indoor air conditioning winds, increased 117%.
The demand for innerwear that reduces the burden of wearing in hot weather was also noticeable. During the same period, transactions of “caps built-in sleeveless” that can be worn without a bra increased by 74%, and transactions of “nipple patches” that are easily worn by attaching them directly to the skin increased by 44%.
Zigzag is running a variety of discount events to meet this demand. Brand Fashion will hold a special exhibition called “Summer Exclusive” until June 1 to sell up to 90% of summer essential clothing from popular brands such as “Spao” and “Miss So.”
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