SSG.com Shinsegae Department Store Mall Renewal... Reborn as Korea's Largest Luxury Lifestyle Platform

Representative photo of the renewal of SSG.com Shinsegae Department Store Mall.

[Asia Economy Reporter Jeon Jinyoung] SSG.com Shinsegae Department Store Mall is poised to become the largest luxury lifestyle platform in Korea.

According to industry sources on the 13th, after a 10-month renewal process, SSG.com Shinsegae Department Store Mall will open on the 14th with 63 new brands added in luxury, overseas fashion, and lifestyle categories. Through this renewal, it has gathered over 2,000 brands in one place, the largest in the industry.

Shinsegae, which has strengthened its online competitiveness beyond offline, plans to focus on attracting MZ generation (Millennials + Generation Z) customers, who have emerged as major consumers, through this renewal.

The newly launched SSG.com Shinsegae Department Store Mall offers a variety of industry-first entries and exclusive brands only available at Shinsegae Department Store Mall.

First, it will introduce over 30 new luxury brands such as Rick Owens, Dries Van Noten, and Herno for the first time and exclusively in a domestic department store mall to capture demand.

In particular, through this renewal, SSG.com Shinsegae Department Store Mall has gathered over 2,000 luxury fashion, cosmetics, and accessories brands in one place, establishing itself as the largest department store online platform in Korea.

Shinsegae plans to expand its online territory by attracting not only its existing main customer base of 20s and 30s but also new middle-aged and older customers through the expansion of specialized category halls.

Additionally, the newly introduced specialized hall "Designer House" will showcase domestic designer brands such as Sohn Jungwan, Miss Gee Collection, and Lee Sangbong.

New brands aligned with recent interior and lifestyle trends will also be introduced.

Shinsegae will exclusively introduce the popular Swiss modular furniture brand USM for the first time in a department store mall. This USM brand hall is the only official dealer page in Korea, allowing customers to experience the same product and delivery services online as in the department store. To celebrate the launch, a 10% online-exclusive discount will be offered for one week starting from the 14th.

SSG.com Shinsegae Department Store Mall plans to add about 100 new luxury overseas fashion, cosmetics, and lifestyle brands within the year.

The newly opened Shinsegae Department Store Mall’s page layout is designed like a luxury magazine, earning positive reviews from customers.

The page, first introduced in December last year, features a simple black-and-white design reminiscent of a magazine introducing overseas luxury brands.

Also, product pages, which previously focused on events and special offers, have been revamped with mobile app-based personalized services, allowing customers to immediately check new products from their desired brands.

After the page design and service overhaul, Shinsegae Department Store Mall has received praise for combining luxury and convenience, recording a 22% sales growth from December last year to February this year compared to the previous year.

This renewal also offers a feeling as if customers are in a department store. Shinsegae Department Store Mall provides a "Try-On" service that gives the experience of trying on and applying products as if visiting the store in person.

The Try-On service, developed by SSG.com and implemented in Shinsegae Department Store Mall, offers customers a differentiated online shopping experience by providing professional model videos showcasing the material, design details, and special features of brand products.

The Try-On service will be available for fashion and beauty brands such as Hugo Boss, Helen Kaminski, La Bruket, and Bobbi Brown.

There are also abundant exclusive and first-time special exhibitions to commemorate the renewal. On the 16th, the first-ever live broadcast of the overseas luxury brand Mulberry in Korea will be held. The live broadcast, held on the first floor of Shinsegae Department Store Gangnam branch at The Stage, will feature fashion model Song Haena as the host, selling Mulberry’s popular bag "Softy Collection" in grass green color for the first time in Korea.

Exclusive brand days for cosmetics and fashion genres are also prepared. From the 14th, the jumbo size of Est?e Lauder’s representative product "Micro Essence" will be available exclusively at Shinsegae Department Store Mall.

Also, the men’s contemporary brand Songzio Homme will sell the "Songzio Homme X Toy Story" collection, created to commemorate the main characters of the animated Toy Story, for the first time in a department store online mall.

Lee Eunyoung, Executive Director of E-commerce at Shinsegae Department Store, said, “Shinsegae Department Store, which has led customers’ lifestyles, is taking a leap as the largest luxury lifestyle platform in Korea through the renewal of SSG.com Shinsegae Department Store Mall. We will further expand the online market with differentiated content that crosses online and offline.”

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