Shinsegae Yeongdeungpo Store, Launches Young Fashion Specialty Hall Filled with 'Street Fashion'

[Asia Economy Reporter Cha Min-young] Shinsegae Department Store announced on the 8th that it will target Generation Z (those born from 1997 to the early 2000s) through the young fashion specialty hall at its Yeongdeungpo branch.

The Yeongdeungpo branch, which reopened after renovation on the 6th of this month, features a street fashion select shop called ‘Style Showcase’, a famous artist’s art wall, and an off-price store called ‘Factory Store’ on its basement level 2. The young fashion specialty hall located on basement level 2 of the Yeongdeungpo branch gathers 33 different brands including sports, street fashion, and accessories, arranged like ‘one large select shop.’ In a space of about 1,000 pyeong, it offers Shinsegae-exclusive brands such as Superplay and Play Optical, as well as Fila, NFL, and NERDY.

The exposed ceiling showing air ducts and air conditioners gives the feeling of being in hot places familiar to Generation Z, such as Yeonnam-dong and Seongsu-dong. In the passage leading to the living goods section, an art wall was installed featuring artist Hong Seong-jun, selected by Christy as a representative Korean artist, in collaboration with the popular street brand Vans.

In particular, the street brand select shop ‘Style Showcase,’ newly introduced by Shinsegae through the Yeongdeungpo young fashion specialty hall, is a space that gathers the ‘hottest’ street fashion brands for the 15-25 age group. Among brands with a strong fan base on SNS and in the Hongdae and Hapjeong road shops area, 21 brands are carefully selected by Shinsegae buyers and introduced regularly. Brands such as Loralora and Neon Moon, as well as popular online street fashion brands like Crump and Frey, can also be found here.

Unlike existing select shops that only showcase fashion products, this space differentiates itself by introducing emerging designer brands along with accessories and lifestyle items favored by the 15-25 customer base. It also has the advantage of helping expand sales channels for emerging brands that were previously only introduced through social networks (SNS) or online. Shinsegae plans to use Style Showcase as an incubating platform for emerging designers (brands) in the future.

Shinsegae’s ‘Factory Store,’ the industry’s first off-price concept store, will also open in the Yeongdeungpo young fashion specialty hall with an area of about 160 pyeong. Customers can find over 100 brands targeting Generation Z, including famous domestic and international street, contemporary, and lifestyle brands, with past season items discounted up to 80%. The Factory Store, first launched in 2018 at Goyang Starfield, is Korea’s first off-price store directly operated by Shinsegae, managing everything from inventory to sales. In line with young generation trends, a non-face-to-face service method called ‘self-service’ has also been introduced.

While the existing Factory Store mainly featured premium brands such as Delalana and Boon the Shop, the Yeongdeungpo branch will introduce well-known domestic and international street casual brands like Nasty Kick, Vans, Champion, and Carhartt for the first time, aiming to capture Generation Z customers. At the Yeongdeungpo Factory Store, customers can also find designer Ha Dong-ho’s ‘Sowing Boundaries,’ who was invited to Seoul Fashion Week last year, and Pizza, a globally recognized skateboard goods and apparel brand popular in South America, Europe, and Japan.

Park Soon-min, Executive Director of Shinsegae Department Store Yeongdeungpo branch, said, “We have launched the young fashion specialty hall targeting Generation Z, who will become major consumers in the future market,” and added, “We expect to attract the trend-sensitive 15-25 customers offline by offering differentiated content.”

This content was produced with the assistance of AI translation services.