Impact of Rising Birth Rates
Over 50 Brands Including Strollers and Developmental Products Participate
Shinsegae Department Store announced on August 13 that it will host a "Baby Fair" at 13 locations nationwide from August 14 to 20, in line with the recent recovery in birth rates.
The event will feature more than 50 infant and children's brands, including strollers, developmental products, and newborn clothing. Shoppers can enjoy discounts of up to 60%, receive gifts based on purchase amounts, access exclusive special offers, and experience a variety of interactive content-all in one place. The event will also be held simultaneously on online platforms such as Beyond Shinsegae and SSG.com Shinsegae Department Store Mall during the same period.
Shinsegae Department Store Gangnam Branch 10th Floor Children's Specialty Store Interior. Courtesy of Shinsegae Department Store.
According to Statistics Korea, the number of births from January to May this year reached 106,048, marking a 6.9% increase year-on-year. This recovery in birth rates is driving demand for infant and children's products, which in turn is fueling growth for department stores. In fact, Shinsegae Department Store's children's category sales grew by 10% in the first half of this year compared to the same period last year, while the premium children's segment saw a 13% increase.
With the rise in birth rates and the spread of the "VIB (Very Important Baby)" trend, not only parents but also family members such as aunts and uncles, as well as friends, are increasingly purchasing gifts for children.
At the Gangnam branch, the premium stroller brand "Bugaboo" will be offered at a 10% discount by product category. The Dutch luxury baby carrier brand "Artipoppe," exclusively available at the Gangnam branch, will provide a 5% discount on all items during the event, along with a special gift for customers who purchase the "Zeitgeist Baby Carrier."
There will also be special gift events for customers who purchase strollers and developmental products. Brands such as BluDogBaby, MinkyMuu, Absorba, Cybex, Barbapapa, and Egg will offer gift certificates based on purchase amounts. At the Gwangju branch (August 14-17) and Centum City branch (August 18-24) event halls, a convention-style Baby Fair will be held in collaboration with Korea's largest parenting expo, the "Korea Baby Fair."
The Gwangju branch will feature 30 brand booths, while the Centum City branch will have 22, showcasing popular stroller, car seat, and developmental product brands such as Bebeluna, Baby Brezza, and Difrax-many of which have not previously been available at department stores. Customers who make combined purchases of 50,000 won or more at the event will receive a complimentary gift and a "Baby Gift Bag," limited to the first 100 participants.
To coincide with the summer break season, a variety of pop-up stores and interactive experiences will be offered. On the 10th floor of the Gangnam branch, pop-ups for Danish developmental product brand "Leander," "Daiichi," and children's lifestyle brand "Monreve" will be held. On the 6th floor "Void" space at the Centum City branch, there will be a pop-up for the French-inspired homewear brand "Feelingthings" as well as art experiences hosted by the popular Busan and Gyeongju drawing caf? "Atelier."
On the Shinsegae mobile app Beyond Shinsegae and SSG.com Shinsegae Department Store Mall, popular brands such as Cybex, Organic Mom, and Chouchou & Crac will be offered at discounts of up to 60%, targeting online customers as well.
Sun Hyunwoo, head of fashion at Shinsegae Department Store, stated, "We have prepared a Baby Fair packed with various benefits to match the growing newborn product market alongside the recovery in birth rates. By providing special offers both in-store and online through Beyond Shinsegae and SSG.com, we aim to deliver a unique shopping experience for both expectant parents and those preparing gifts."
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