[Report] Chanel Run Amidst This... '4 Steps' Before Luxury Brands Lose Meaning

Crowded Early Morning Line Continues
"I Took a Day Off Just to Buy It"

On the morning of the 9th, people are waiting in front of Shinsegae Department Store Gangnam Branch in Seoul to purchase luxury goods.

[Asia Economy Reporter Lim Chun-han] "Even in internet communities that share luxury brand information, there were talks about refraining a bit during such a serious COVID-19 situation. Honestly, I thought there might be fewer people waiting, so I rushed here, but look, it still seems difficult to buy the product you want today."

Despite the daily COVID-19 cases exceeding 1,000 in the metropolitan area, on the 9th, a line for an open-run (rushing to shop as soon as the department store opens) formed early in the morning in front of the Chanel store at Shinsegae Department Store Gangnam branch. The first customer in line, who arrived at an unknown time, even brought a camping chair and was taking a short nap. Mr. Kim, who was second in line right behind, said, "I arrived around 5:40 AM," and added, "I wore a KF94 mask and came out being as careful as possible," showing no apparent concern about COVID-19 infection.

Even as the number of confirmed cases related to a cluster infection at Hyundai Department Store Trade Center branch in Samseong-dong, Seoul, rose to 76, the open-run lines for luxury brand stores in department stores continue. All waiting customers wore masks but stood tightly packed in a single line. Even at the moment when social distancing Level 4 was announced for the metropolitan area, this place felt like a different world.

The day before, on the 8th, the situation was similar at Lotte Department Store Main branch in Sogong-dong, Seoul, and Shinsegae Department Store Main branch in Chungmuro. At the Chanel store entrance in Lotte Department Store visited during lunchtime, the waiting number received was 180. The staff said, "There are about 10% fewer customers than usual, but we cannot guarantee that you will be admitted today (before closing time) with this number." If you do not enter within 10 minutes of receiving the message, the number becomes invalid. Because of this, customers whose turn was near did not stand in line but waited nearby the store. Ms. Lee, who is getting married next month, said, "I can't even go on a proper honeymoon, but I really want to buy a Chanel Classic as a memento," and added, "I even took a day off from work to do the open-run, so I absolutely cannot give up."

As the COVID-19 situation worsens, there are also calls for department stores and luxury brands to improve the current customer waiting system. Mr. Choi, a nearby store owner, said, "I don't understand lining up in this situation just to buy luxury goods, but aren't luxury brands that leave this situation unattended supposed to come up with some measures?" and added, "Rather than social distancing, a ban on Chanel gatherings is needed."

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