'Boon the Shop' Rejuvenated with Street Fashion Styles

'Case Study', a street fashion shop-in-shop at Shinsegae Boon the Shop
Crocs collaboration sandals sold out online in 2 minutes
Also sold at 3 offline stores including Baek
Increase in MZ generation customers at Boon the Shop

[Asia Economy Reporter Minyoung Cha] The 'Classic Clog,' a collaboration between Case Study, a street fashion select shop operated by Shinsegae Boon the Shop, and Crocs, a sandal specialty brand, will also be sold at offline stores.

Shinsegae Department Store announced on the 23rd that the 'Case Study X Crocs Classic Clog' sandals, first introduced online on the 15th, will be sold offline starting on the 24th. They will be available at Shinsegae Department Store Gangnam Branch, Centum City Branch, and Starfield COEX Crocs stores, priced at 99,000 KRW for adults and 79,000 KRW for children.

This collaboration sandal sold out within 2 minutes of going on sale on the Case Study website on the 15th. Over 10,000 visitors attempted to purchase the sandals, causing a surge in website orders.

Shinsegae Boon the Shop Case Study is a shop-in-shop space within Boon the Shop, opened in 2017, that gathers sneakers and street fashion items. In April, it launched an online site. Previously, customers had to camp out overnight and line up, but now online applications are possible. The rise of contactless shopping trends is also one of the reasons.

With the launch of the Case Study site, accessibility has improved. Within three months of opening, the site had over 300,000 visitors, and the maximum number of online applicants per sneaker product reached 66,000. Starting with the New Balance X Casablanca sneakers sold exclusively in Korea, they have sold Nike X Travis Scott, limited edition New Balance, and more, with cumulative sales exceeding 100 million KRW.

On the 24th, a collaboration with 'Kasina,' a sneaker-focused street fashion select shop in Busan, is also planned. The product is a travel bag dedicated to sneakers, featuring internal compartments, making it perfect for summer vacations. The compartments can be removed to use it as a regular bag, priced at 29,000 KRW for carry-on and 390,000 KRW for checked luggage.

The response from young customers visiting Boon the Shop has been enthusiastic. Since the opening of Case Study on the first floor of Boon the Shop Cheongdam Branch, customers in their teens and twenties have increased by nearly 30%. While the existing Boon the Shop customers were mainly in their 40s and 50s, Case Study’s debut has started attracting younger generations.

Kim Deokju, Executive Director of Shinsegae Boon the Shop, said, “We have introduced differentiated collaboration products at Boon the Shop Case Study, which leads trends,” adding, “We will continue to showcase Shinsegae’s unique and innovative spaces and events.”

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