Hyundai Department Store Relaunches Fashion Select Shop 'Peer' Targeting MZ Generation

Artist Collaboration
Introducing 58 Brands Including Global Streetwear

[Asia Economy Reporter Seungjin Lee] Hyundai Department Store announced on the 23rd that it will relaunch 'Peer,' a fashion select shop targeting the MZ generation (Millennials and Generation Z born after the 1980s), on the B2 floor of the Sinchon branch U-PLEX on the 28th.

After about two months of interior construction and brand revamping, Peer plans to showcase artist collaboration products and limited-edition brand items that have recently become a hot topic among the MZ generation.

Peer is a self-planned select shop opened by Hyundai Department Store last year with the industry's largest scale of 793㎡ (about 204 pyeong). The strategy is to differentiate the store by offering 'content that can only be experienced here' to the MZ generation, turning an entire floor of the department store into a flagship store-style select shop.

At the newly relaunched store, the fashion brand 'YouWillKnow,' produced with the participation of musician 'Dean,' will be unveiled for the first time. Representative products include short-sleeve T-shirts and anorak jumpers characterized by stylish printing and design. The fashion brand 'Blazed' from the hip-hop label 'Higher Music' by singer 'Jay Park' will be introduced offline for the first time. These products were created with the participation of artists affiliated with Higher Music.

Global street brands will also be newly introduced. Three famous overseas brands, 'Palace,' 'Supreme,' and 'Kith,' will be available. 'Sporty & Rich,' 'LYPH,' 'Harmony,' 'A Life NY,' and 'Good News' are global street brands being introduced for the first time in Korea.

Hyundai Department Store has also created a separate space within the store to operate performances, exhibitions, and pop-up stores for customers who value fun and individuality. They plan to produce cultural content in collaboration with YouTube creators and operate street concept markets in cooperation with brands housed in Peer.

A Hyundai Department Store official said, "We plan to nurture Peer as a fashion platform where customers can experience the latest trends all in one place by continuously discovering trendy merchandise planning (MD) that was difficult to encounter in department stores." He added, "We will develop content that inspires customers and shares diverse lifestyles to cultivate it as a differentiated store."

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