Four New Brands Debut Simultaneously, Including First Regional and Department Store Locations
Shinsegae Centum City has revamped the women’s fashion specialty section on the third floor of its department store, aiming to attract female customers with a differentiated lineup that includes K-contemporary brands being introduced to the region for the first time.
The space has been transformed into a place where customers can experience sophisticated sensibilities and trendy styles all in one location.
Previously, at the end of 2022, Shinsegae Centum City completed a major renovation and launched the women’s fashion specialty section as the largest of its kind in Korea, with a total operating area of over 3,300 pyeong. The domestic contemporary genre within this section has been conducting segmented target marketing focused on female customers in their 40s and 50s.
As a result, over the three years since the renovation, sales of domestic contemporary brands increased by 25%. Sales and customer numbers among women in their 40s and 50s rose by 40% and 30%, respectively, demonstrating the effectiveness of the targeted marketing strategy.
On October 31, the lineup was further strengthened by simultaneously opening four new stores, including K-contemporary brands primarily targeting women in their 40s, drawing even more customer attention.
First, the Korean designer brand Aboabo opened its first-ever department store location at Centum City, marking its debut in the region. Aboabo, which has gained popularity as a “red carpet pick” among celebrities, plans to showcase products that emphasize luxury, including its signature evening party dress, the “Ceremony Dress.”
Additionally, K-contemporary brands such as Demu and Raet are offering winter apparel, including knits and outerwear. Demu is presenting its signature “Check Zip-Up Coat,” a long coat with a voluminous curved silhouette, and the “Back Button Two-Way Knit Top,” which can be worn both as a cardigan and a pullover knit, offering high versatility.
Finally, the first regional store of Nook the Cashmere, the lifestyle brand of premium cashmere label The Cashmere, has opened, further diversifying the range of categories available. Nook the Cashmere plans to introduce a variety of home goods such as tableware, lighting, and clocks, as well as pajamas and other homewear, targeting customers seeking high-end living items.
To celebrate the new store openings, a variety of benefits are being offered, including a 7% discount coupon, 10% reward points on purchase amounts, and free gifts, with promotions varying by brand.
A Shinsegae Centum City representative stated, “With this new renovation, we are introducing K-contemporary brands to the region and to the department store for the first time. We plan to continue enhancing customer satisfaction through proactive store entry strategies in the future.”
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