THE year-end travelling season is a hot sales period for winterwear retailers. After all, November and December are when popular destinations like China, Europe and the United States experience winter.

The industry has been growing at a rate of about 20 per cent annually for the past three years, says Mr William Tan, managing director of Winning Marketing.

Indeed, this has spurred his company to open its fifth and latest outlet in Marina Square a month ago.

Industry sources say there are six specialist players here, though rivals like department stores also stock items such as jackets, scarves and thermal wear.

'Choosing and buying suitable winterwear requires personal service and advice from trained and experienced staff, which departmental stores don't really have,' says Mr Tan, dismissing the threat from non-specialist rivals.

He says different outfits, designs and materials are needed for different countries, weather and activities. A waterproof jacket with 70 per cent down feather will be needed for skiing, whereas one with 50 per cent down feather is enough for use in a city with temperature between zero and 3 deg C.

Customer preferences have changed over the years.

Previously, dark colours were preferred because they were easy to match with other clothing and would not get soiled as easily as the lighter-coloured garb.

Ms Rebecca Poon, marketing manager for Winter Time at Suntec City, says customers now want more stylish and trendy winterwear that are easy to maintain and lightweight.

Jackets with splashes of yellow, blue and beige, which look much better in photos, are in demand, though they can cost about 10 per cent more than the plain ones.

Apart from the colours, buyers have also switched from traditional materials such as wool to more comfortable ones like lycra and a special cotton material used for sweaters and T-shirts.

The winterwear items are made mostly in Japan, Korea, the US and Europe. Prices range from $19 for inner thermal wear to over $200 for parka and down jackets.

Some companies such as Winning and ColdWear make them overseas and ship them into Singapore.

Mr Daniel Wong, marketing executive of six-year-old ColdWear, says it gets designs from the US or Europe and transforms them into winterwear in factories in Indonesia or China.

But given that the year-end winter travelling season lasts only three months, how do these shops survive during the rest of the year?

Winning, which has been around since 1991, is also known for stocking outdoor gear, such as hiking and camping equipment, and supplies to the Singapore Armed Forces.

That, and its winterwear exports to places like Japan, contributes to an annual turnover of $2 million.

Others, like ColdWear and Winter Time, rotate their apparel range to include clothing that fights the chill of Singapore's air-conditioned offices.

Ms Poon says that though 'business fluctuates, there is a steady annual growth'.

Mr Wong is more upbeat, saying it is an undeniable fact that Singaporeans have been bitten by the travel bug and are game for more adventurous diversions like skiing in Korea.

But the specialist retailers still need to do more to please customers like Ms Eileen Ang.

'It is good that there are these specialised shops, but compared to what is available overseas, the range is quite limited and prices need be lowered,' says the 27-year-old assistant HR manager who used to be a stewardess.

Get down on it

THERE are several types of materials used in cold-weather wear.

Wool is suitable for weather between minus 5 deg C and 15 deg C. It is used in coats, long johns, sweaters, gloves, hats, scarves and socks.

Cotton is good in temperatures from 8 to 15 deg C. It is commonly used in long johns and sweaters.

Polyester, used in parka jackets, windbreakers and pants, provides good insulation against wind and water. Its ability to ward off the cold depends on the filling within.

Cashmere, a premium material, is light and smooth. It is suitable for people with sensitive skin and those who want to travel light. Used in coats, long johns, sweaters and scarves.

Down, made from duck's feather, is used in parka jackets and pants to shield you against temperatures of minus 30 deg C to 5 degC.

What to wear:

Layering is recommended for better protection and comfort.

It usually starts with an inner layer of thermal wear, or long johns, followed by a shirt and topped off with a sweater or windbreaker.

A fourth layer of a parka or down jacket can be added, if required.

As indoor and outdoor temperatures can vary widely, layering allows the wearer to remove outer layers for more comfort indoors.

Different activities will require different attire.

Waterproof parka sports jackets and thicker gloves will be required when skiing while woollen gloves and jackets are sufficient for most city tours.

How to maintain them:

Wash or dry clean, according to the care instruction label, then dry and store them, vacuum-packed, in a cool, dry place.

Down jackets need to be aired and sunned occasionally to keep them in good condition.