'Capture Men's Hearts' Department Stores Start Catering to Male Customers Emerging as Major Luxury Buyers

Lotte Department Store Opens Dior Men's Boutique
Shinsegae Department Store Opens Men's Monoshop
Hyundai Department Store Main Branch Transforms into Men's Luxury Hall

[Asia Economy Reporter Jeon Jinyoung] Men have begun to emerge as major spenders in department store luxury brands. Department stores are competing to attract customers by opening overseas luxury men's specialty stores and renovating men's specialty sections. According to the industry on the 15th, Lotte Department Store's overseas men's fashion sales grew by 45% compared to the previous year. Among them, the sales growth rate of the 20s and 30s generation was 56%, surpassing the average of all generations. Hyundai Department Store's men's luxury sales growth rate reached 122.3%. Shinsegae also saw a 56.1% increase in men's luxury sales last year compared to the previous year. A department store official analyzed, "The increase in men's luxury-related consumption has had a significant impact, and the trend of 'genderless style,' where clothes are worn regardless of gender, has attracted the attention of female customers, which also influenced the sales." It was also explained that the increase in women purchasing and using men's clothing in smaller sizes or men's wallets contributed to this sales growth.

In response, department stores have carried out renovations such as creating men's specialty sections. On the 1st, Lotte Department Store opened a Dior men's boutique. It showcases Dior men's collections, including leather goods and shoes designed by artistic director Kim Jones. Last year, Lotte Department Store transformed the 5th floor of its main store into an overseas fashion specialty section for male customers. The sales area was expanded more than twice, from the previous 2,315㎡ (about 700 pyeong) to 4,960㎡ (about 1,500 pyeong). So far, 32 brands, including Dior, have moved in. The luxury watch brand IWC's caf? was also introduced for the first time in Korea within the men's specialty section.

Shinsegae Department Store introduced its first men's specialty section at the Gangnam branch 10 years ago. In 2016, it opened 'Men's Salon,' the largest men's section in Korea, occupying the entire 6th floor of the main building and the 7th floor of the new building. The Centum City branch is also focusing on strengthening its men's specialty section. Last year, it opened Tom Ford stores for the first time in the provinces at Fendi and Louis Vuitton. At the Gangnam branch, since last month, it has exclusively opened a Loewe men's mono shop, showcasing over 300 types of men's clothing to capture demand.

Hyundai Department Store transformed its Apgujeong main store into a 'Men's Luxury Section' in June last year. In the same year, it opened Prada Uomo, Dolce & Gabbana Uomo stores, and a Louis Vuitton men's specialty store. The Trade Center branch also carried out similar projects, introducing the only Ralph Lauren Purple Label store in Korea. Hyundai Department Store Trade Center plans to open Gucci Men's in April to strengthen its men's luxury boutique business.

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