Shinsegae Gangnam Targets MZ Generation, Welcomes Emerging Designer Jewelry Brands

Gangnam Branch New Contemporary Zone Enhancement
Designer Brands 'Ssil' and 'Numbering' Introduced

Shinsegae Department Store Gangnam Branch announced on the 13th that it will showcase domestic emerging designer jewelry brands in its New Contemporary specialty hall.

Shinsegae Department Store Numbering store appearance. [Source=Shinsegae]

On the 8th of this month, jewelry brands ‘Sseul’ and ‘Numbering’ opened in the New Contemporary Zone at the Gangnam branch, which had been primarily focused on apparel, allowing customers to experience emerging designer brands all on one floor.

The New Contemporary specialty hall, introduced by Shinsegae at the Gangnam branch in August last year, is a space that gathers and introduces emerging designer brands targeting MZ (Millennial + Gen Z) customers. With the rising popularity of the old money look and the trend of accentuating outfits with jewelry, the Gangnam branch actively targeted trend-sensitive young customers by bringing in jewelry brands that had gained attention on social media (SNS).

Sseul is a brand that offers sophisticated jewelry for modern women. Its distinctive ‘X’ symbol, which reveals its unique identity, attracted attention when its pop-up store held at the Gangnam branch in March this year recorded nearly 100 million KRW in daily sales. Numbering is a jewelry brand with modern designs that are not bound by seasons or trends. It operates offline stores in areas popular among young customers such as Seongsu-dong and Hannam-dong in Seoul, gaining word-of-mouth popularity among young consumers.

To commemorate their opening, Sseul is offering a 20% discount coupon on 14K products to the first 100 customers who purchase pearl bags until the 31st. Customers who spend over 250,000 KRW will receive an eco bag, and those who spend over 350,000 KRW will receive an initial ring and other gifts depending on the purchase amount. Numbering will give scrunchie hair accessories to customers who purchase until the 31st. There are also gifts based on purchase amounts: customers who spend over 200,000 KRW will receive a notebook and discount coupon, and those who spend over 400,000 KRW will receive a leather pouch, an exclusive gift from Shinsegae Department Store.

Meanwhile, the New Contemporary Zone on the 5th floor of Shinsegae Department Store Gangnam, newly launched last August, has seen sales grow by 34.8% compared to the previous year this year. It is analyzed that the zone succeeded in attracting customer interest by bringing in a large number of K-fashion brands that have risen mainly online and by featuring exclusive brands such as Kindersalmon and W Concept.