"Galleria Department Store Targets MZ Generation's Summer Preferences with Swimwear Pop-up Store"

Galleria Department Store employees are introducing products showcased at the swimwear pop-up store (Photo by Galleria Department Store).

[Asia Economy Reporter Yuri Kim] Galleria Department Store announced on the 6th that it will hold a swimwear pop-up store for the summer vacation season. The event was prepared as the number of MZ generation customers looking for swimwear as a hotel+vacation (ho-cance) look has been steadily increasing due to difficulties in traveling abroad recently.

On the 2nd floor of the West Luxury Hall, the French luxury swimwear brand 'Billboard' pop-up store will be held until August 5th. 'Billboard,' which started in the early 1970s in Saint-Tropez, a resort town in southern France, is famous for going through 32 steps including printing, brushed, and finishing processes until the product is completed.

The representative product is the men's swimwear collection 'Morea.' This product is characterized by having no pattern in normal times, but the sea turtle print symbolizing the brand appears the moment it gets wet. The price is around 310,000 KRW. In addition, various summer season products such as women's swimwear, beach towels, and rash guards are offered.

Additionally, the luxury hall is also hosting a swimwear pop-up store designed by domestic emerging designers. On the 3rd floor of the West Luxury Hall, the swimwear brand 'Daysdays,' known for its retro design, will hold a pop-up store until the 22nd. This pop-up will showcase new products from the 'Summer Picnic' collection, which mainly features bright and cheerful colors. This collection is made from 'Regen,' an eco-friendly fiber recycled from discarded PET bottles. Prices range from 60,000 KRW to 160,000 KRW.

Furthermore, the swimwear brand 'Rebrebrev,' known for its design using textured fabric that holds a firm shape (July 9?15, July 23?29), and the swimwear & resort wear brand 'Levoasis,' characterized by simple design and high comfort (July 9?22), will also be presented as pop-up stores.

A Galleria official said, "Recently, among the MZ generation, enjoying ho-cance while wearing trendy swimwear and taking certification photos is popular," adding, "Galleria will continue to offer diverse swimwear pop-ups that can highlight customers' individuality and preferences."

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