"Lotte Department Store Targets 'Grooming Tribe' with New 'Men's Young Designer' Brand Launch"

Daily Workwear Brand 'Noice' Debuts, Leather Specialty Store 'Leathercraft' Opens Exclusively
Continuing to Discover and Expand Brands Reflecting 2030 Male Customers' Preferences This Fall/Winter Season

Daily workwear brand 'Noice' store exterior.

[Asia Economy Reporter Yuri Kim] Lotte Department Store has newly launched a 'Men's Young Designer' product line to attract young male customers.

Over the past three years, sales from male customers at Lotte Department Store have steadily increased. In particular, the per capita sales growth of male customers in their 20s and 30s was significantly higher compared to the overall male customer base. Lotte Department Store announced on the 20th that, as the 'small flex' trend?where young men boldly invest in themselves?accelerates, there is a need for a new category in department stores to meet this demand, leading to the introduction of the 'Men's Young Designer' product line.

The 'Men's Young Designer' brands are those with a contemporary sensibility and a brand identity characterized by reasonable price points. Considering the characteristics of the MZ generation (Millennials + Generation Z), who pursue rational purchases compared to the department store’s main male customer base of men in their 40s and 50s, Lotte Department Store plans to actively discover and nurture 'niche wear' men's product lines that satisfy design, quality, and price simultaneously.

Earlier this month, the daily workwear brand 'NOICE' was launched on the 5th floor of the Jamsil branch. This is the first exclusive store in the department store industry. NOICE is a daily workwear brand that combines 'Nice,' meaning joy, and 'Noise,' meaning sound, proposing a style that embodies leisure elegance within enjoyment. NOICE was launched in May last year and first gained recognition by selling some products at the Cassina select shop in Hannam-dong, Seoul. Recently, it has been gaining attention by proving its product competitiveness, including expanding overseas. Lotte Department Store selected NOICE as the first brand to lead the 'Men's Young Designer' product line and opened the industry’s first store. The Jamsil flagship store offers a full line-up including outerwear, T-shirts, pants, and accessories. Representative products are the anorak jumper and sweatshirt.

On the 5th floor of the Nowon branch, a leather specialty select store called 'Leather Craft' also opened. While NOICE is a brand centered on clothing, Leather Craft is a brand strong in accessories. As the name suggests, Leather Craft specializes in leather and offers a total men's select shop carrying not only accessories such as bracelets and glasses cases but also leather jackets and other clothing. Leather Craft is an exclusive brand created through collaboration between Lotte Department Store and the fashion company Shinseong Tongsang, and it is also the first offline store in the distribution industry. As the men's grooming market expands, the demand for differentiated accessories, in addition to clothing and cosmetics, has steadily increased among young men. Therefore, Leather Craft offers a wider selection by selling various imported accessories as well as domestic products to allow customers to choose according to their tastes. Representative brands include Orobianco, Beresto, Barcode, and Joseph. On the 17th, the men's clothing store 'Epigram' at the Nowon branch was renewed and reopened focusing on bath products and local lifestyle goods, further expanding the scope of the 'Men's Young Designer' product line.

Yoon Hyung-jin, head of the men's fashion division, said, "The newly introduced Men's Young Designer product line largely reflects the differentiated demands of fashion-sensitive men in their 20s and 30s," adding, "We will strengthen more young designer brands in the fall and winter seasons and develop Lotte Department Store into a new men's fashion mecca sought after by young men."

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