Scarves, which have remained in auxiliary roles in the past, are emerging as key styling items in line with the recent “laying” trend. Beyond the traditional production around the neck, it expands its scope of use to hair, waist, shoulders, and bags, and is also attracting attention as a cost-effective item that changes the atmosphere with simple production.
According to LF, Jill Stewart New York Accessories doubled the number of scarves this season compared to the previous year and increased the volume by about 33 percent. Hedges Accessories has also expanded the number and volume of styles by about 45 percent to strengthen its competitiveness in the category.
The change is leading to sales. Hedges Accessories saw its scarf sales increase by 50 percent year-on-year from January to mid-April this year as a result of enhanced material lineups. Dax Accessories also saw a 20 percent increase in sales during the same period. The fashion industry cites the spread of “taste consumption” as one of the main reasons. “Demand for scarves is increasing in line with the consumption trend that seeks to reveal individuality through details,” an LF source said. “The use of scarves is increasing not only during seasonal changes but also by wearing them lightly in the outdoors with strong sunlight and indoor conditions with strong air conditioning.”
Thanks to the popularity of scarves, fashion companies are diversifying materials and shapes away from standardized designs. A case in point is to expand materials from silk to linen, modal, and metal yarn to create a line-up that can be worn from interseasonal to early summer.
Dax Accessories reinforced its premium image by increasing the proportion of silk and chiffon silk by 100 percent, while expanding its range in various forms such as twillies, triangles, and rectangles. Such strategy is believed to have driven the sales increase. Shinsegae International has started to differentiate itself by using an “all-in-one product” using scarves. The company introduced a product combined with clothing to target consumers who feel burdened by styling of scarves.
“In the case of ILIL, we proposed an all-in-one or set product for customers who have difficulty coordinating scarves separately, and the response is good,” said an official at Shinsegae International in Korea. “It was effective to create a simple and sophisticated daily look.”
Representatively, T-shirts and blouses with scarf neck details add points to a simple design to create a variety of styles. You can create a feminine atmosphere by tying a scarf or hanging it out naturally. The long knit dress, which consists of a scarf and a set, can also be styled in various ways such as neck, shoulder, and waist, increasing utilization.
“The scarf is now becoming an item that can be used throughout the year beyond accessories limited to certain seasons,” a fashion industry official said. “As the styling range expands, it is attracting attention as a fashion element that satisfies both body shape cover and point production.”
SALLY LEE
US ASIA JOURNAL
