"MZ Segmentation"… Shinsegae Gangnam Store Showcases Fashion Targeting 25-35 Age Group

Shinsegae Department Store Creates Shopping Space for Millennials
Gangnam Branch 5th Floor Young Fashion Zone Renovated... Industry's First 'New Contemporary' Genre Introduced
Featuring 14 Designer Brands Including Recto, W Concept... Over Half Exclusively at Shinsegae

Shinsegae Gangnam Store 5th Floor W Concept Store.

[Asia Economy Reporter Yuri Kim] Shinsegae Department Store Gangnam Branch completed its "transformation" by renewing the 5th-floor young fashion specialty hall on the 26th.

On the 28th, Shinsegae Department Store announced that it will introduce the new contemporary genre for the first time in the industry, targeting millennials aged 25 to 35 who pursue trendy styles while enjoying various activities such as leisure, travel, and shopping in their daily lives.

The store is designed to provide a new experience by allowing customers to directly touch and try on clothes from skilled designers all in one place. The store atmosphere expresses the identity of sophisticated emerging designer brands well with a soft curved design.

With a total area of 3,306㎡ (approximately 1,000 pyeong), it introduces 14 domestic designer brands proven both online and offline, including Recto, W Concept, and Shop A Momento, for the first time. More than half of these brands are exclusively prepared by Shinsegae.

Recto is a fashion brand led by domestic designer CEO Ji-yeon Jung, and after the Hannam flagship store, it is the first offline store in the department store industry. Its style features a neutral yet comfortable feel with a feminine touch, including oversized shirts and midi skirts. Representative products include the boyfriend single-button point jacket and point pocket shirt.

W Concept opened its third offline store at Shinsegae Department Store and selected about 20 brands out of over 7,500 brands available online to showcase. Exclusive brands and products available on W Concept are introduced offline for the first time, and fall/winter new products can be seen earlier than online. W Concept has attracted customers by consecutively entering Gyeonggi and Daegu branches. Within a month of opening, it entered the top ranks in department store young casual sales and exceeded sales targets by 30%, drawing attention.

Shop A Momento, led by CEO Mi-kyung Lee, a former VMD, targets young and trendy women. It operates as a select shop centered on about 60 overseas brands such as Gabriella Cole Garments and Sunflower. The price range varies from 200,000 KRW to 2,000,000 KRW.

A pop-up zone introducing the latest popular designer brands is also introduced. Newly launched under the name "New Stage," this space plans to capture customer demand by offering differentiated products and stories available only at Shinsegae at intervals of 1 to 2 weeks. The first brand prepared is "Enzo Blues."

In the bridge space between the new and main buildings of the Gangnam branch, a pop-up of the Danish eco-friendly beauty brand "Kinfolk Notes" is prepared until September 22. All products, including body lotion and hand lotion, are vegan certified and packaged in eco-friendly materials.

Special promotions are also underway. To commemorate the renewal, a gift certificate event is held until September 1 for payments made with Shinsegae affiliated cards, with gift certificates given according to the payment amount.

ChoiMoonYeol , Senior Executive Director in charge of fashion at Shinsegae Department Store, said, "The Gangnam branch has introduced differentiated offline content by gradually renewing the luxury hall and cosmetics specialty hall," adding, "We will continue to attract sophisticated designer brands to capture new core consumer groups."