W Concept Hall Opens... 17 Brands Debut
Available on Korean and Chinese Malls, Expanding K-Fashion Overseas Market
Fashion platform W Concept will exclusively enter Shinsegae Duty Free's online mall.
Shinsegae Duty Free announced on the 30th that it will open the 'W Concept Zone,' where popular W Concept brands such as Days Days, Grove, and Maron Edition can be found, exclusively in the official online mall on the 31st. The W Concept Zone will open simultaneously on both the Korean and Chinese malls. Through this, the overseas expansion of the K-fashion brands entering the mall will also be achieved simultaneously.
W Concept is a leading domestic fashion platform with about 8,000 brands. It introduces emerging designer brands and discovers various lifestyle brands including fashion items such as clothing, shoes, and accessories.
Shinsegae Duty Free has actively supported the overseas expansion of promising K-fashion brands such as NERDY, Ader Error, MLB, and Lifework by discovering and onboarding them. Except for a 35% decline in 2020 due to the impact of COVID-19, K-fashion at Shinsegae Duty Free has grown annually with 91% in 2019, 109% in 2021, and 24% in 2022. The number of brands in offline stores also increased from 10 in 2018 to 25 in 2022. However, many brands faced difficulties entering the duty-free market due to a lack of understanding, manpower, and volume limitations.
With the opening of W Concept, the duty-free store can onboard trend-aligned brands all at once, and brands can proceed with complex procedures through W Concept, enabling faster entry into duty-free, as well as enjoying domestic and international promotion and sales effects.
A total of 17 popular W Concept brands, including Days Days, Grove, and Maron Edition, will be initially launched in the W Concept Zone of Shinsegae Duty Free's online mall. This includes W Concept's main brands and categories strong in duty-free stores such as accessories and swimwear brands. When purchasing in the W Concept Zone, customers can buy at prices approximately 10-15% lower than the usual consumer prices, and duty-free membership discount rates will also apply.
From the 31st until the end of April, to celebrate the opening of the W Mall Concept Zone, magazine content themed "Spring Styling More Beautiful Than Flowers" will be presented, and a 5% additional reward point discount will be offered for three brands introduced in the content.
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