Shinsegae Department Store Sees 23% Jump in Children's Apparel Sales After Expanding Pre-Teen Brands

Children's Apparel Sales Jump 23%
After Increasing Pre-Teen Brand Lineup Early This Year

Shinsegae Department Store announced on July 15 that its children's apparel sales jumped by approximately 23% after strengthening its brand lineup targeting the pre-teen generation.

Storefront inside the mall at Shinsegae Department Store. Provided by Shinsegae Department Store

The term "pre-teen generation" refers to those aged 10 to 13, a period marked by rapid physical development and the beginning of the formation of personal preferences. This demographic is characterized by a keen sensitivity to trends and a desire to express individuality by discovering popular brands through smartphones. As a result, pre-teens have recently emerged as a new core customer base for department stores.

To target this group, Shinsegae Department Store significantly increased the number of domestic children's streetwear brands at major locations such as Gangnam, Centum, and Daegu earlier this year. Since February, the store has added more than 10 new kids' brands, including official store openings and pop-ups for "Mark Gonzales Kids," "Marithe Kids," "LEE Kids," and "Covernat Kids."

The company is also introducing exclusive brands to the market. In February, Shinsegae Department Store became the first in Korea to launch the Danish premium children's clothing brand "Molo" at its Gangnam, Centum, and Daegu branches. Within just three months of opening, the brand's sales exceeded the initial plan by about 25%.

Shinsegae Department Store is preparing to further expand the presence of key pre-teen brands. In August, it will open the fourth Molo store at its Gwangju branch. The popular domestic street kids' brand "Jeep Kids" is also set to launch a pop-up at Shinsegae South City next month.

Sun Hyunwoo, Head of Fashion at Shinsegae Department Store, said, "The pre-teen generation is emerging as the most influential group of consumers after Generation Z and is also exerting significant influence on their parents' purchasing decisions. We will continue to strategically strengthen the pre-teen category to create new growth opportunities in the children's segment."