Hyundai Department Store, Pangyo Branch Overseas Fashion Hall Renovation... Targeting MZ Generation

Major Entry of New Luxury Brands

Hyundai Department Store announced on the 30th that it will reopen the overseas fashion section at its Pangyo branch on the 31st after renovation.

Through this renovation, the number of overseas contemporary brands, known as new luxury brands, has increased. Overseas contemporary brands are relatively more affordable than traditional luxury brands like Erusha (Herm?s, Louis Vuitton, Chanel), gaining high popularity mainly among young consumers in their 20s and 30s. Notable brands that have entered include the American designer brand ‘Gabriela Hearst’ and the French luxury shoe brand ‘Christian Louboutin’.

Exterior view of Hyundai Department Store Pangyo branch. [Photo by Hyundai Department Store]

The number of luxury brands at the Pangyo branch totals 75, an increase of about 40% compared to the same period last year (March 2022). This is the largest scale among department stores in the Gyeonggi area and is comparable to the Apgujeong Main Store (76 brands) and Trade Center Store (82 brands) located in the Gangnam area of Seoul.

Going forward, Hyundai Department Store plans to strengthen its high-end imported luxury products by category, including watches, jewelry, men's, women's, and children's items. British luxury jewelry brand ‘Graff’, French fashion brand ‘Maison Margiela’, and Italian luxury padding brand ‘Herno’ will be opened sequentially.

A Hyundai Department Store official said, “The Pangyo branch continues to show strong growth, achieving sales of 1 trillion won in the shortest period among domestic department stores by leveraging its overwhelming scale and top-tier luxury brands in Korea. We will continue to introduce various contents, including luxury products, to continuously increase the influx of the MZ generation (Millennials + Generation Z).”