Shinsegae Myeon Opens Complex Fashion Store at Incheon International Airport

6 New K-Fashion Brands Join the Platform

Shinsegae Duty Free announced on the 22nd that it has opened a complex fashion store at Incheon International Airport.

This complex fashion store opened at Terminal 1 after a five-month renewal. It consists of a total of 68 brands, including 16 fashion accessory brands and 52 eyewear brands. Shinsegae Duty Free plans to designate 8 of the fashion accessory brands in the store as 'K-Fashion Brands' and aims to make this location the center of K-fashion shopping at the airport.

Among the K-fashion brands, six popular ones?Wiggle Wiggle, Helinox, Rieti, Barrel, Mark Gonzales, and Lowraw?have entered Incheon Airport for the first time through this complex fashion store.

In addition, Shinsegae Duty Free planned the Incheon Airport complex fashion store focusing on domestic brands to promote K-fashion. The space was designed to showcase a variety of outdoor brands such as Helinox and National Geographic, as well as trendy fashion brands like Wiggle Wiggle, Lowraw, and Mark Gonzales all in one place.

Incheon International Airport Terminal 1 Shinsegae Duty Free Complex Fashion Store Exterior [Photo by Shinsegae Duty Free]

In particular, Wiggle Wiggle, which gained popularity among the global MZ generation (Millennials + Gen Z) as an experiential flagship store, has set up a separate photo zone at Incheon Airport. The photo zone recreates the atmosphere of 'Wiggle Wiggle House Dosan,' a popular tourist spot in Apgujeong visited by 2,000 to 3,000 people daily.

The eyewear space was also efficiently organized. Digital advertising displays for each brand are installed throughout the store, making it easier to browse and shop from over 50 brands. Shinsegae Duty Free plans to continuously introduce popular and promising brands to domestic and international travelers.

A Shinsegae Duty Free official said, “We hope travelers leaving Korea visit the complex fashion store and leave with good memories of Korea,” adding, “We will continue various initiatives such as brand collaborations and creating experiential spaces to globalize K-fashion.”