Treadmills and Massagers... The New World Department Store Transformed for 'Homejok'

Athleisure Look Sales Up 23% from June 1 to 25

Shinsegae Department Store Gangnam Branch Athleisure Store

[Asia Economy Reporter Cha Min-young] As people refrain from going out and indoor living becomes the trend, interest in healthy 'staying at home' has also grown. The so-called 'home tribe,' who are highly interested in self-care such as exercise and healing, is on the rise.

According to Shinsegae Department Store on the 28th, athleisure look sales from June 1 to 25 increased by 23.4% compared to the same period last year. During the same period, the general fashion category recorded a growth rate of -7.8%.

In fact, as it became difficult to visit shared exercise facilities such as gyms, the number of people naturally starting home training at home has increased. On the social networking service (SNS) Instagram, posts with the hashtag '#홈트' exceed 1 million. Including similar hashtags such as '#홈트레이닝' or '#hometraining,' the number easily surpasses 2 to 3 million posts.

Shinsegae Department Store will hold a ‘Work-Life Balance Fair’ from the 29th of this month to the 12th of next month for these home tribe customers. First, customers can directly experience and purchase yoga mats and various fitness equipment for home training at the department store. Various brand events and pop-ups will be held at major store event halls and main floors, including the main store, Gangnam branch, and Centum City.

At the main store, a pop-up will be set up in the 7th-floor event hall showcasing various exercise equipment and massage products. Customers can experience treadmills and indoor bikes, which are usually not seen in department stores, in the trial space. From July 3 to 23, new products such as straighteners will be introduced through the Dyson Beauty Lab on the 1st floor of the new building. Representative products include Technogym Recline Forma, Tunturi treadmill, HuTech Kai massage chair, and Panasonic ultrasonic skin care devices.

There will also be influencer live broadcasts for the Work-Life Balance Fair. The athleisure brand ‘Avocado’ has prepared an SNS broadcast introducing products in collaboration with yoga instructor Lee Iseul, famous for home training. The clothing brand ‘Jeximix’ will also conduct a broadcast at the Gangnam store with yoga instructor Hwang Ah-young.

Exclusive products sold only at Shinsegae can also be found. ‘Mullawear’ offers products exclusive to Shinsegae, such as a buy-one-get-one-free (1+1) deal on flare pants and water leggings. Avocado also prepared vintage freelec tanks and water leggings. Jeximix sells a ‘home training set’ including Asana rings, loop bands, and yoga mat towels at exclusive special prices.

Additionally, at event venues in Gwangju, Gyeonggi, Yeongdeungpo, and Uijeongbu branches, customers can find ‘Crocs’ uniform price sales, while Hanam and Chungcheong branches will feature ‘Under Armour’ special sales. This Work-Life Balance Fair can also be enjoyed as a special event on the online mall SSG.com.

Shinsegae International’s lifestyle brand ‘Jaju’ recently launched an athleisure line. Jaju’s athleisure line features functionality, activity, and comfort comparable to premium sportswear, as well as designs suitable for everyday wear. Prices include short-sleeve T-shirts, leggings, and jumpers.

Choi Moon-yeol, head of fashion at Shinsegae Department Store, said, “With growing interest in health more than ever, we have prepared the Work-Life Balance Fair event encompassing home training and home care,” adding, “We will do our best to meet customer demand with various products and pop-ups and to create a safe shopping environment.”

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