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Staff Reporter
Forget all-new style trends, old-fashioned red thermal underwear is back in vogue this year as winter sets in.
The traditional body-hugging winter wear is becoming a popular choice again as consumers want both good luck and protection from the fast-spreading H1N1 flu.
``Red is a color of good luck and success,'' said Kim Eun-hyuk, a merchandiser at Lotte Department Store, ``So shoppers seem to be choosing the color over other options to chase away the flu and bring in money during tough economic times like now.''
Lotte's data show that sales of red thermal underwear last month climbed more than 40 percent compared to the same period last year.
Other leading retailers including Shinsegae and Hyundai are seeing a similar sales increase and they say the sudden spike is largely due to the influenza A virus.
Wearing thermal underwear raises the body temperature by an average of three to four degrees Celsius, which works as a good protection against the flu, experts say.
The two-piece item holds a symbolic meaning in the hearts of older Koreans as sons and daughters traditionally gave red underwear as a gift to parents upon receiving their first paycheck.
The latest consumption trend hints that perhaps today's young men and women are turning to the same choice.
More than 38 percent of shoppers who purchased the nostalgic undergarment were in their 20s and 30s, up 5 percent from last year, according to Lotte.
And such returning popularity is pushing companies to put out more varied red underwear.
Top makers such as Venus and Vivian have expanded their product line-up by up to 70 to 90 percent.
``Red thermals aren't limited to traditional designs anymore as manufacturers are competing to upgrade the look to fit the latest fashion trends,'' said Kim.
jhan@koreatimes.co.kr
