As summers grow hotter, Korean shoppers cover up

Stronger ultraviolet rays and extended summers are driving demand for fashion that physically shields skin from the sun, such as parasols and long-sleeved pieces. Searches for parasols on LF Mall rose 26 percent between April 1 and June 25 from a year earlier, while searches for sun-blocking clothing items climbed 338 percent. The shift reflects consumers moving beyond sunscreen to avoid sun exposure altogether. Leading the category are all-weather umbrellas, designed for both sun and rain. Once

By The Korea Herald