[Report] Dior Opens in Seongsu, the 'MZ Generation Sanctuary'... Crowds Gather for 인증샷 and Limited Editions

Dior's Life and Philosophy Captured
Most of 40 Daily Reservations Fully Booked
Products Exhibited by Theme
Signature Models Book Tote and Micro Bag
Popular Space Gathering Them All

Customers are browsing inside the Dior Seongsu store.

[Asia Economy Reporter Jeon Jinyoung] "Were there this many types of book tote bags? Can I take a look?"

On the afternoon of the 6th, the Dior Seongsu Concept Store was bustling with customers despite it being a weekday. A woman who came with her child in a stroller was admiring the displayed microbags, and a woman in her 20s who came with a friend was taking photos in the space where book tote bags were gathered. A couple was trying on shoes at the Shoes Paradise where shoes were exhibited.

According to the distribution industry on the 9th, the Dior Seongsu Concept Store, which opened on the 1st in Seongsu-dong, Seoul, known as the 'holy place for the MZ generation (Millennials + Generation Z),' is gaining popularity, with most reservations for up to 40 groups per day being fully booked. The opening date was set to coincide with the Dior 2022 Fall Fashion Show by chief designer Maria Grazia Chiuri held at Ewha Womans University on the 30th of last month, and as the show became a hot topic, interest in the concept store also grew.

A space exhibiting micro bags at Dior Seongsu.

Christian Dior said that they made efforts to embody Dior's life and philosophy from the exterior to the interior of the Seongsu store. The star ornament at the top of the exterior is a symbol that helped Dior decide to pursue a career as a designer in his 40s. At that time, a star-shaped carriage ornament fell at Dior's feet while he was contemplating, and seeing it, Dior decided to continue on the path of a designer. The products were displayed by theme. The first space featured the Lady Dior Saddle Bag with the 'Union pattern' showcased at the Ewha Womans University fashion show. This Union pattern was used in Christian Dior's family business and was reinterpreted as a fashion show design by the art director after looking at Dior's diary. Uniforms and skateboards that inspired the Ewha fashion show were also displayed in the center of the store. It was a part that conveyed the concern to embody the image of an active and confident woman. In addition, there was a space gathering representative models such as book tote bags and microbags, bustling with people trying to take 'proof shots.'

The store captured the hearts of the MZ generation, who highly value exclusivity, by releasing products only available at Dior Seongsu. These include the Lady Dior Microbag Cubic product studded with cubic stones all over the bag, the Union Sneakers Show Collection high-tops, limited edition T-shirts, and canvas tote bags, all exclusive to Seongsu. Except for the large size, most of the T-shirts and tote bags are currently sold out.

The reason Dior is paying special attention by holding fashion shows and opening concept stores in Korea is that Korea has emerged as a major market. Dior, part of Louis Vuitton Mo?t Hennessy (LVMH), recorded sales of 613.9 billion KRW in Korea last year. This is an 87% increase compared to the previous year. Operating profit also more than doubled from 104.7 billion KRW to 211.5 billion KRW.

A store official said, "The goal of this concept store is to let many people who have not experienced Dior experience it," adding, "It will be showcased in Seongsu, the 'holy place for the MZ generation,' until November 30."