Youth Casual Zoning Featuring "Loeuvre" and "Drawfit"
Large-Scale Renewal Underway for International Fashion Brands
Lotte Department Store Incheon Branch announced on September 3 that it will newly open its women's fashion section on the third floor on September 4.
Representative image cut of the setter brand newly entering the Incheon store. Provided by Lotte Department Store.
This women's fashion renewal marks the fourth large-scale renovation project, following the premium food hall in December 2023, the premium beauty hall in August last year, and the premium kids' hall in April this year. The revamped space covers approximately 6,600 square meters (about 2,000 pyeong) and features 79 brands.
The most notable feature is the introduction of a wide range of brands favored by Millennials & Gen Z. Through this renewal, Lotte Department Store Incheon Branch aims to attract new customers in their 20s and 30s, and, by creating synergy with the premium kids' hall "Kinder Universe" that opened on the same floor in April this year, establish itself as a multi-purpose shopping destination appealing to both younger generations and families.
Thanks to consecutive product category renewals, the Incheon Branch is accelerating its regional expansion. The number of new customers has increased by about 20%, while sales from broader metropolitan areas outside Incheon, including Bucheon and Siheung, have also risen by approximately 10%. The influx of Millennials & Gen Z is also growing. "HAGO," the Incheon Branch's young-targeted fashion platform, saw its sales increase by more than 20% last year, and about 60% of customers visiting the London Bagel Museum were in their 20s and 30s.
The core of the renewal is the "youth casual" zoning. Targeting Millennials & Gen Z, the women's fashion section has been reorganized to newly introduce eight casual brands, including Trimmingbird, Depound, Setter, and Citybreeze, which are highly popular among this demographic online. The Incheon Branch has enhanced its competitiveness by introducing several of these brands to the local market for the first time. Representative brands include "Loeuvre," known for its French-inspired designer bags, clothing, and footwear, and the modern contemporary brand "Drawfit."
The store will also operate a popup zone dedicated to continuously discovering and showcasing emerging designer brands. The first popup will feature the women's brand "HUNCH" from September 4 to 17. HUNCH is a designer brand that pursues a unique, unconventional sensibility, and recently attracted attention for operating pop-up stores in distinctive locations such as Busan and Gangwon. From September 18 to 24, a popup store for "Monplisse," popular for its elegant silhouettes, will be held.
A variety of promotions are also planned. Until September 7, customers who purchase items from the fashion, shoes, handbags, lingerie, or young fashion categories will receive gift certificates worth up to 10% of their purchase amount. Additionally, customers who download coupons through the Lotte Department Store application can receive a 10,000 won discount on fashion purchases of 150,000 won or more, on a first-come, first-served basis. Furthermore, until September 30, a lucky draw event will be held, offering prizes such as Labubu Highlight Secret and meal vouchers, adding even more benefits for shoppers.
The Incheon Branch plans to continue its renewal efforts in the second half of the year, aiming for a grand opening next year. By the end of this year, it will establish a new luxury ready-to-wear zone and expand its lineup of global contemporary brands.
Kang Woojin, Store Manager of Lotte Department Store Incheon Branch, stated, "Millennials & Gen Z are the core customer base for department stores, so we have focused on attracting the brands they prefer most. Through synergy with the existing beauty hall, kids' hall, and the London Bagel Museum, we will firmly establish ourselves as Incheon's representative shopping landmark."
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