From Middle-aged Relic to Gen Z Essential: The Stylish Return of Mass-Produced Goods

This summer, with record-breaking heatwaves becoming the norm, parasols are emerging as a "fashion item." Lifestyle company LF announced on the 17th that due to stronger heatwaves and increased UV indexes compared to previous years, parasols that combine fashion and functionality are rapidly becoming a summer essential.

Once considered the "domain of the middle-aged," parasols are now being re-evaluated as a "cool self-care" item used by everyone, regardless of age or gender. This is because they not only provide shade that can lower the perceived temperature by up to 10 degrees, but also offer practical protection against sudden showers and "goblin rains." Particularly, with the MZ generation, who prioritize practicality and style, and even men who previously avoided parasols joining in, a new summer trend is unfolding on the streets.

As the multi-use aspect of parasols becomes widely recognized, the number of consumers looking to purchase them is also increasing significantly. In fact, from June 1 to July 15, searches for "parasols" on LF Mall increased by 60% compared to the same period last year. Searches for "dual-purpose umbrella-parasols" also rose by 175% and 102%, respectively, during the same period, indicating growing interest in parasols.

In response to changing customer needs, LF's accessory brands are reacting swiftly. "DAKS Accessories," known for its classic sensibility and luxurious details, has increased the number of parasol styles this summer by 18% compared to last year, offering a wider range of products. The supply has also been expanded by 20% to actively meet the growing customer demand.

Unlike in the past, when parasols with elaborate designs using lace or embroidery were highlighted, the designs have been upgraded to reflect the tastes of various age groups, including cute DAKS Bear graphics and luxurious "DD" patterns. As portability and lightness have become crucial, the focus has shifted from the traditional two-fold design to three-fold parasols. A new five-fold parasol has also been launched to meet the needs of customers seeking a compact form. Thanks to such product diversification, sales of DAKS Accessories' parasol items surged by 144% year-on-year by mid-July. In particular, lightweight parasols, which come with a bag-shaped pouch, sold out quickly upon release, proving their popularity.

HAZZYS Accessories is also focusing on parasol items as special summer season products. To meet the expanded consumer base and heightened expectations, UV-blocking functionality has been added to all products, and 300T ultra-high-density fabric is primarily used to enhance waterproofing and durability.

The popular item is the parasol featuring the brand's signature "H.Toile" pattern. It boasts a high UV-blocking rate of 99.9% and can be used as both a parasol and an umbrella, offering practicality. Compared to last year, the weight of the ribs, handle, and fabric has been reduced to improve portability. Thanks to the popularity of these hit items, sales of HAZZYS Accessories' parasol items also increased by more than 50% year-on-year by mid-July, recording strong sales.

JILLSTUART NEW YORK Accessories has also strengthened its product lineup by adding seven new parasol types this year. All newly introduced parasols are equipped with high UV-blocking and waterproof functions to better cope with the unpredictable summer weather.

The signature product, "Petite Bunny Pattern Umbrella-Para," features a pattern developed with a rabbit motif, offering a charming aesthetic. Its clean colors and bright patterns naturally complement a variety of summer outfits, and its button-operated three-fold automatic opening and closing enhance user convenience.

Currently sold out on LF Mall, due to the explosive response, an additional order double the initial quantity is scheduled to arrive at the end of July. Additionally, parasols with dot-patterned umbrella covers and straps that can be worn like a crossbody bag are gaining popularity.

ATHE VANESSA BRUNO Accessories focuses on presenting parasols that emphasize design using the brand's unique luxurious "Toile de Jouy" pattern. With elegant colors, intricate patterns, and wooden handles, the attention to detail is enhanced, and the matching patterned pouch with a crossbody strap satisfies both portability and style.

As a result, sales of ATHE VANESSA BRUNO Accessories' parasol items rose by 50% year-on-year by mid-July, and popular items sold out early in July, ahead of the summer peak season.

An LF representative stated, "As the trend shifts towards valuing one's lifestyle over others' perceptions, summer health-maintaining parasols have become a must-have item enjoyed by people of all ages and genders, rather than being limited to a specific demographic." They added, "As parasols evolve from simple UV blockers to fashion items that express individuality and style, each brand is making multifaceted efforts to infuse unique sensibilities and details into every parasol."