Demand for fur products is rising among shoppers from their 20s to 40s, as prices fall to more accessible levels and designs become trendier, sales data showed Monday.

According to Shinsegae Department Store, the proportion of fur sales for shoppers between the ages of 20 and 49 has risen every year since 2014. 

Last year, fur sales to consumers in their 40s marked 29.8 percent, surpassing sales to consumers in their 50s for the first time.

Shinsegae said that changing trends in fur coat designs as well as falling prices likely led to younger consumers seeking out fur, a category that was previously dominated by older women in their 50s and 60s.

“While most fur products were priced around 5 million won ($4,500) to 6 million won in the past, recent products have included prices around 1.5 million won,” the company said.

To target younger consumers, Shinsegae Department Store is hosting a Trendy Fur Fair through Thursday, offering special discounts and gifts for shoppers who purchase fur products.

By Won Ho-jung (hjwon@heraldcorp.com)