Department Stores Rise as Key Consumers During Economic Downturn?… Shinsegae Centum City Targets Jalpa Generation with 'Ditto Items'

'Me Too' Consumption Trend in K-Fashion and Dessert Sectors

Average Spending by Gen Z and Millennials at Hyperground Up 21%

The 'Zalpha' generation is contributing significantly to department store sales as they open their wallets.

Among the 1020 'Zalpha generation' (Generation Z + Alpha Generation), a craze for 'Ditto consumption' is on the rise. Ditto consumption is a newly coined term referring to the tendency to purchase products by following celebrities, influencers, or trending content, drawing from the Latin word 'Ditto,' which means 'me too' or 'likewise.'

Shinsegae Centum City is actively attracting brands favored by the Zalpha generation in the K-fashion and dessert sectors, drawing in 1020 customers who are emerging as a major consumer group.

The waiting line at Oakberry Acai store.

As the Zalpha generation enthusiastically spends on trending K-fashion, their purchasing power is increasing.

An analysis of sales at Shinsegae Centum City’s young fashion specialty store Hyperground revealed that the average spending per 1020 customer has increased by 21% compared to last year.

This change is interpreted as the result of focusing on attracting related brands, capitalizing on the popularity of 'K-street fashion' among the Zalpha generation.

The brand Koiseio, run by model and influencer Seo Jisoo, recently saw nearly half of its pop-up store sales come from the Zalpha generation. Additionally, the brand Kirsh, which gained attention after being worn by a 5th-generation K-pop idol member, reported that 70% of recent store visitors were 1020 customers.

Pop-ups featuring 'Gorpcore look,' which naturally combines casual and outdoor fashion, and 'Y2K' fashion with a turn-of-the-century vibe, are also attracting attention from the Zalpha generation.

Sansan Gear, a popular entry-level gorpcore brand, recently drew nearly 100 customers lining up daily at its pop-up, achieving the top sales among Hyperground’s fashion apparel MDs and showcasing its brand power.

Graphic fashion brand Nice Ghost Club and vintage remake brand Surgery have also recorded 30-40% of their sales from the 1020 demographic.

On the 23rd, Shinsegae Centum City plans to target 1020 female customers by simultaneously opening Mardi Mercredi, an iconic graphic and sensibly designed brand popular overseas including Japan, and contemporary casual brand SATUR, which has boosted its recognition by selecting actress Park Gyuyoung as its muse.

Additionally, the Zalpha generation is driving a Ditto consumption trend in the dessert sector by pursuing 'small luxury,' experiencing a sense of luxury through small indulgences.

Dubai chocolate, which started trending globally from a foreign influencer’s social media post, has spread to Korea, centering on the Zalpha generation, and is now recognized as a representative case of Ditto consumption.

During two Dubai chocolate pop-ups held in June and July, all available stock sold out instantly despite each piece being priced in the high 10,000 won range, leading to a relay of certification posts on social media among successful buyers.

The upcoming Seter (SATUR) store.

Shinsegae Centum City plans to continue the excitement by opening its third Dubai chocolate pop-up on the 9th. In addition, Cherish’s 'Dubai Cookie,' a reinterpretation of Dubai chocolate, has been so popular that all limited daily quantities sell out, prompting the extension of its store operation, originally scheduled to end on the 25th of last month, until the 18th of this month.

Previously, Knotted Donut, which sparked the Ditto trend in the bakery sector, became a permanent store after attracting over 50,000 visitors in three months following its entry as a temporary store in May last year.

The department store also continued the dessert Ditto trend by hosting a pop-up for the globally popular dessert brand Oakberry for the first time in Busan on the 2nd. Oakberry Acai Bowl, though relatively expensive for a dessert, is chosen by consumers for its fun customizable toppings and excellent nutritional value.

A Shinsegae Centum City representative stated, “We plan to capture the 1020 Zalpha generation as a major customer base by presenting brands and content that reflect the latest consumer trends in K-fashion and desserts.”