[Asia Economy Reporter Eunmo Koo] Samsung C&T Fashion Division's utility workwear brand ‘Shift G’ announced on the 22nd that it will hold a pop-up store at the ‘Beaker’ Cheongdam flagship store until the 28th.
Since its launch in August, Shift G has opened stores at Hyundai Department Store Pangyo, The Hyundai Seoul, Lotte Department Store Jamsil, and Shinsegae Department Store Daegu, and this is the first time it has opened a pop-up store.
Shift G plans to provide a differentiated experience unique to the brand to the MZ generation, who are highly interested in new contemporary brands. Its own products consist of work and lifestyle items inspired by modern professionals such as photographers, architects, and IT developers. Based on reasonable prices, sophisticated design, and excellent quality, the products feature storage functionality, generous silhouettes, and layering styles.
Jongbo Jung, Group Head of Shift G, said, "Since the brand launch, we have been expanding our distribution strategy by opening pop-up stores at major hubs beyond department stores," adding, "It is gaining popularity as a representative of modern-sense workwear, receiving attention as a new form of contemporary brand."
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