Seventeen's Success at Shinsegae Department Store... This Time They Brought 'Aileit'

HYBE's Youngest Girl Group 'Aileet' Popup Event
"Customer Acquisition Strategy Through 'Idol Marketing'"

Shinsegae Department Store is launching a 'SUPER REAL ME' popup store to celebrate the debut of HYBE's new girl group, Ailead. Following the recent successful popup store collaboration with the group Seventeen, which effectively attracted new customers, the department store is strengthening its 'idol marketing'.

Shinsegae Department Store announced on the 25th that from the 26th to the 31st, it will open a popup store selling Ailead's debut album and official merchandise in collaboration with Weverse Shop at the Central City first-floor plaza. Weverse Shop is a global official fan commerce platform that sells artists' official albums and merchandise.

Ailead is the third girl group created by HYBE Labels, following Le Sserafim (Source Music) and NewJeans (ADOR). The group consists of five members?Yoona, Minju, Moka, Wonhee, and Iroha?who proved their talent and star quality through the survival program 'R U NEXT?'.

At the Ailead popup store, visitors can enjoy various attractions including a 'Listening Zone' where they can listen to all tracks from the debut album, a 'Photo Zone' decorated with pictures of Ailead members, and official merchandise related to the members. All visitors will receive postcards featuring unreleased photos of Ailead members. Customers who purchase the debut album will also receive lucky draw benefits corresponding to the number of albums purchased. They can randomly receive one of five types of unreleased photos of each member.

Seventeen popup store on-site photos. [Photo by Shinsegae Department Store]

Shinsegae Department Store is strengthening idol and popup store events because the effect of attracting new customers has been proven. In September last year, the department store held 'Artist-Made Collection by Seventeen' Season 1 with Seventeen members S.Coups, Jeonghan, Joshua, and Jun. At that time, 75% of the customers who visited the popup store were first-time visitors to Shinsegae Department Store.

These new customers led to increased sales. Consumers who came to the department store to visit the popup store also made purchases on other floors. In fact, the department store reported that new customers who visited the popup store frequently visited 'Sweet Park', which has become a dessert hotspot, and 'New Street', a specialty area for young fashion. Shinsegae Department Store currently has dedicated popup store spaces on the first floor called 'The Stage' and at Central City called 'Open Stage'.

Jung Hoon-cheol, MD Strategy Manager at Shinsegae Department Store, said, “To commemorate the debut of HYBE’s new artist Ailead, we have exclusively prepared a Weverse Shop store introducing the debut album and members.” He added, “Shinsegae Department Store, which has become a hotspot for the MZ generation with areas like Sweet Park and New Street, will continue to present innovative content through collaborations across various genres.”