"2030 in the Spotlight" Shinsegae Department Store's Fierce Battle to Host Emerging Designers

The 'Recto' store in the New Contemporary Specialty Hall at Shinsegae Department Store Gangnam Branch. (Photo by Shinsegae Department Store)

[Asia Economy Reporter Jeon Jinyoung] Shinsegae Department Store is leveraging its Gangnam branch's 'New Contemporary Specialty Hall' as a stepping stone to discover emerging fashion brands and nurture designers.

According to Shinsegae Department Store on the 8th, the New Contemporary Specialty Hall, which opened last August, recorded a 30% increase in sales compared to the previous young casual stores within 100 days of its renewal opening. Shinsegae Department Store curated the space focusing on 14 domestic emerging designer brands targeting the 25-35 millennial generation.

In fact, 80% of customers using the hall were new customers who had never experienced the young casual stores before the renewal, and 65% of total sales were accounted for by the 20-30 age group.

In addition to official store openings, Shinsegae Department Store plans to actively discover and nurture emerging brands by providing separate pop-up spaces. Through the 'New Stage' in the New Contemporary Specialty Hall, differentiated products and stories of the latest popular designer brands are introduced to customers at intervals of 1 to 2 weeks.

In the second half of next year, the company plans to open an additional New Contemporary Specialty Hall of about 2,000 pyeong at the Centum City branch, accelerating the establishment of a win-win model with emerging designers.

Choi Mun-yeol, Executive Director in charge of fashion at Shinsegae Department Store, said, “The New Contemporary Specialty Hall, which offers differentiated content, is gaining attention as a new win-win model. We will continue to introduce competitive new brands and lead the nurturing of emerging designers and customers' lifestyles.”