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Men are Korea’s biggest shoppers this autumn

Oct 02,2018
Korean men plan to spend more on beauty and fashion this fall than women, according to survey results released on Monday by the e-commerce company Auction.

The survey of 897 consumers on the website conducted between Sept. 19 and 28 showed that 95 percent said they plan to purchase beauty and fashion items for the fall season.

The questionnaire asked consumers how much they will spend and on which items. Twenty percent of male respondents who said they had shopping plans said they intend to spend above 300,000 won ($270). Just 13 percent of women gave the same answer. The average budget for men was higher than women: 221,000 won compared to women’s 171,000 won.

For both groups, the most popular answer for the expected fall spending was a range between 100,000 won and 200,000 won. However, this answer was more frequent among women: 36 percent of women who planned to shop at all for fall planned to stay within this budget. For men, the proportion was smaller at 28 percent.

The No.1 fashion item on the shopping list for both men and women was the trench coat, proving that it will remain a trendy choice for this year’s fall season. The second popular option for men was knits and sweaters, followed by suits. Women voted for blouses as their second most-wanted item and knits as their third.

In the beauty category, both groups were most enthusiastic about buying skin care products for the dry fall season. A quarter of female shoppers planned to invest in new skin care goods, which was followed by color cosmetics like lipstick and eye shadow at 20 percent.

Beauty products for men have been on the rise this year, but Monday’s survey results showed that their purchases are still centered on skin care. Fifty-six percent of male shoppers intended to buy skin care products. In second place was perfume with 14 percent and sheet masks were in third at 7 percent.


BY SONG KYOUNG-SON [song.kyoungson@joongang.co.kr]


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