[Edaily Reporter Han Jeon-jin] The fashion industry is changing its summer business strategy. This shift comes as an early heatwave has persisted since May, with midday temperatures approaching 30 degrees Celsius. The trend is becoming increasingly clear: companies are going beyond simply bringing out new summer products earlier and are instead reorganizing their product planning to adapt to climate volatility. As longer summers and unpredictable weather have become constant variables for the fashion industry, competition in “climate-responsive fashion”—featuring functional elements such as cooling, UV protection, and water resistance—is also heating up.

According to the fashion industry on the 3rd, major brands are rolling out their summer season strategies earlier than in previous years. With the Korea Meteorological Administration forecasting that temperatures from June to August this year will be higher than average, brands are accelerating the expansion of product lines focused on cooling, lightweight, and UV protection. Signs of demand for short-sleeve and cooling apparel being driven forward from the start of the season due to the early heat are also being observed across the board.

For example, #Shinsegae International’s fashion brand, Harley-Davidson Collections, saw its sales increase by 149% year-over-year from January 1 to May 26 of this year. Sales of short-sleeve T-shirts drove this growth amid the early heat. At the athleisure brand Jexmix, sales of short-sleeve items rose by 33.1% year-over-year during the two-week period from May 10 to May 23.

Not only is demand being brought forward, but the nature of consumption itself is changing. A prime example is “Ready-core” consumption, where consumers proactively purchase functional items in preparation for the heat. Shinsung Trading’s SPA (manufacturing and retail integrated) brand, Top Ten, announced that sales of its cooling functional line, “Cool Air Cotton” T-shirts, increased by 50% year-over-year in March. This indicates that consumption of cooling apparel, which typically surges when the intense heat sets in, has shifted to spring. This is driven by increased demand for everyday clothing featuring quick-drying and UV-blocking functions.

Stronger UV rays are also changing consumer preferences. This is due to the rise of so-called “sun-safe items” that allow people to stay cool while minimizing skin exposure. At 29CM, an online curated shop operated by Musinsa, transaction volume for summer fabric items more than doubled year-over-year from May 11 to 17. By category, sales of sheer cardigans rose 326% and linen knits 334%. During the same period, sales of sun hats also increased by 302%. This trend reflects a shift in consumer priorities beyond simply seeking thin, cool clothing toward items that offer both skin protection and functionality.

As seasonal boundaries blur in this way, the fashion industry’s product management strategies are also changing. Moving away from the traditional model of quickly selling out seasonal items, there is a trend toward flexibly adjusting sales timing and volume in response to weather changes.

In fact, brands are increasingly prioritizing product planning that accounts for weather volatility. Samsung C&T Fashion Division’s Beanpole recently partnered with the British premium weatherwear brand Hunter to launch the “Anyweather, Anywhere” collection. The collection features clothing, footwear, and accessories designed to handle any weather conditions ahead of the sweltering heat and rainy season. It places a strong emphasis on products suited for unpredictable weather, such as packable windbreakers, rain boots, and water-resistant bags. This is an example of placing weather variables—such as heatwaves and the rainy season—at the forefront of product planning.

A fashion industry insider noted, “In the past, companies would release short-sleeved shirts and cooling products all at once as summer approached, but now demand begins in the spring and continues well into the fall.” They added, “Since it has become difficult to keep up with the extended summer and unpredictable weather by simply releasing clothes according to the season, product planning based on climate change will become increasingly important.”