[Edaily Reporter Kim Ji-woo ] Even amid the heat wave, an increasing number of consumers are buying winter coats and leather jackets in advance. As high inflation persists, price-conscious fashion consumption—where consumers secure items when discounts are at their peak rather than waiting until the actual season—is becoming more widespread.

GS Retail(007070)GS Shop, the home shopping channel operated by GS Holdings, announced on the 23rd that order volume for off-season winter fashion items—sold from May of this year through the 19th—totaled 19 billion won. This represents a 375% increase compared to the 4 billion won in orders recorded during the same event last year.

GS Holdings analyzed that, even amid a prolonged heatwave, there was a surge in demand from consumers looking to purchase relatively high-priced clothing items—such as winter coats and shearling jackets—in advance at discounted prices. The company explained that demand for clothing purchases has risen as consumers take advantage of periods offering the greatest discounts—such as off-season sales and warehouse clearance events—regardless of the current season.

By brand, GS Holdings’ in-house fashion brands—including “Rene Cru,” “SJ Wani,” and “Soul”—took the top three spots in terms of order value. It is believed that brands primarily using high-end materials such as wool, goose down, and cashmere attracted demand from consumers who had previously hesitated to make purchases by lowering prices through off-season sales.

Warehouse clearance sales offering discounts on summer merchandise were also a hit. GS Holdings launched its “Warehouse Clearance” event on the 20th, offering significant discounts on this year’s S/S season items. To reinforce the “open warehouse” concept, the company produced broadcast content filmed at its actual GS Shop Gunpo Logistics Center.

The “SJ Wani” special broadcast on the first day of the event recorded approximately 1.4 billion won in orders within just two hours. Sales volume exceeded 27,000 items—equivalent to 3.5 items sold per second. Subsequently, the second “SJ Wani” broadcast on the 22nd also generated 640 million won in orders.

GS Holdings plans to continue its “Warehouse Open House” event with a “Core Authentic” special broadcast at 9:20 a.m. on the 25th and a “Rene Cru” special broadcast at 11:45 p.m. on the same day.

Yoon Joong-young, a producer on GS Shop’s Fashion PD Team, said, “As high inflation persists, fashion demand that prioritizes price competitiveness over seasonal trends continues to grow,” adding, “We will continue to provide reasonable shopping opportunities through various discount promotions and enhance customer satisfaction.”