From Gourmet Spots to Fashion... I'Park Mall Transforms into a Playground for 2030s

Covernat, 66Girls, Jeximix, and Over 50 New Store Openings and Renewals
Synergy of Fashion and MZ Influx Following F&B

HDC I'Park Mall has established a strategy to strengthen its position as a 'playground for the 2030 generation' by enhancing the fashion genre following its success with popular restaurants this year. Since 2020, I'Park Mall has expanded its food and beverage (F&B) lineup by attracting famous domestic and international restaurants. In line with the full-scale onset of the endemic (periodic outbreak of infectious diseases), the mall plans to strengthen its fashion category to further expand its MZ generation (Millennials + Generation Z) customer base.

Exterior view of the Fashion Park at I'Park Mall Yongsan Branch undergoing MD renovation
[Photo by I'Park Mall].

On the 16th, I'Park Mall announced that the Yongsan branch has undergone the largest MD reorganization (brand and product replacement) in five years since its expansion and renewal opening in 2018, resulting in an expanded fashion product lineup. The number of newly opened and renewed fashion brands reached about 50 with this reorganization.

They have introduced a large number of emerging brands favored by young people. On the 4th floor of Fashion Park, the curated brand The Root, where designer brands such as Awi, Superthings, and Newii?popular online-based brands?can be found, has opened. The online shopping mall 66girls also opened its first offline store in Seoul. The expanded store of LAP called The Lab and the upgraded version of NAIN called Atelier Nain were newly introduced. On the 5th floor of Fashion Park, where golf, outdoor, and trendy men's brands gather, the previously cramped suit stores between shops were boldly removed and replaced with shoe stores. The 6th floor of Fashion Park showcased a large number of emerging brands such as Covernat, LEE, WARRIORSN, Outdoor Products, Kirsh, Jeximix, Dynafit, and O'Neill through this renewal. Since the beginning of this year, sequential MD renewal work has been carried out on all floors of Fashion Park, and the response is already showing. I'Park Mall's fashion product sales grew by 51% in February and 47% in March compared to the same period last year.

The main customer base of the Yongsan branch is young people. Newlyweds with purchasing intentions for furniture and interior goods, as well as enthusiasts seeking game and animation-related content specialized at the Yongsan branch, are the primary customers. Additionally, since 2020, aggressive attraction of popular restaurants has expanded F&B-related stores to about 120, creating synergy for attracting young customers. As of the end of last year, I'Park Mall Yongsan branch's average daily visitors exceeded 100,000, and last year's sales increased by 20% compared to the previous year. Sales in the first quarter of this year also rose by 27% compared to the same period last year. In particular, the F&B sales growth rate in the first quarter of this year reached 61%.

I'Park Mall stated, "Among our membership customers, 64% are in their 20s and 30s, and the membership sign-up scale for this age group has increased more than fourfold in the past two years, which was utilized in this fashion MD reorganization," adding, "this year, we will focus on the fashion category as a core growth engine to strengthen our competitiveness."