Department Store's First Regular Sale After Social Distancing Lifted... "Targeting Summer Vacation Shoppers"

A customer is looking at products at the Lanc?me store in the Lotte Department Store Main Branch, Jung-gu, Seoul.

Major department stores in Korea are launching their summer regular sales. This is the first regular sale since the social distancing measures due to COVID-19 were lifted, and with the vacation season approaching, they are prominently featuring products aimed at “taking a proper summer vacation in the endemic era (periodic outbreaks of infectious diseases).”

According to the distribution industry on the 21st, four department stores?Lotte, Shinsegae, Hyundai, and Galleria?will simultaneously hold summer regular sales from the 24th of this month until the 10th of next month, offering discounts of up to 70% on major products through both online and offline channels.

Lotte Department Store has chosen “essential summer vacation items” as the main theme of this sale. The beauty product category will feature a total of 31 brands, including Lanc?me, Kiehl’s, and Sulwhasoo, participating from the 1st to the 10th of next month. When purchasing Sulwhasoo’s “Yoonjo Essence (90ml),” customers will receive a 30ml full-size product as a gift. For 21 cosmetic brands, customers who spend over 200,000 KRW using a Lotte Card will receive a Lotte Mobile Gift Certificate worth about 10%. Sunglasses and swimwear promotions will also be held. From the 24th to the 26th, 15 sunglasses brands such as Gucci, Saint Laurent, and Escada will offer new product discounts and fixed-price events. New products will be discounted up to 30%, and event items up to 50%. Pop-up stores for swimwear brands like Sonya Revay and Barrel will also be showcased.

Shinsegae Department Store is targeting the MZ generation (Millennials + Generation Z), who are accustomed to non-face-to-face shopping, by presenting over 200 live commerce sessions called “Shinbaek Live” until the 3rd of next month. This broadcast lineup is the largest ever for a regular sale. At the Gangnam branch on the 22nd, the tableware brand Gwangjuyo will introduce an exclusive series at up to 46% discounted prices. At Daegu Shinsegae on the 23rd, family pajama brand Orsite products will be offered at up to 46% off. Popular swimwear brands such as Nike Swim, Arena, and Renoma will be sold at discounts of up to 30%. Sunglasses from popular brands like Dupont, Dior, and Tom Ford will be discounted up to 50%.

The in-house characters 'Pubilla and Friends' used in the Shinsegae Department Store regular sale image.

Hyundai Department Store will have a total of about 400 brands participating across all product categories including fashion, accessories, and living goods, offering new products at discounts ranging from 10% to 50% off the original price. Notably, the volume of children’s and baby products has increased by up to 20% or more compared to last year, along with clothing and accessories. The Hyundai Seoul store will hold a “Summer Vacation Product Exhibition” featuring brands like Andar and Mandarina Duck, offering swimwear, sunglasses, and summer clothing at discounts up to 50%. The Pangyo branch will hold a “Summer Fashion Comprehensive Exhibition” from the 1st to the 3rd of next month, selling summer clothing clearance items from about 10 brands including Kenzo and Isabel Marant at discounts of 40% to 70%.

Galleria Department Store has adopted the theme “Food and Drink Festival.” They will provide an application (app) coupon book where customers can find specially priced food and beverage (F&B) products carefully selected by Galleria’s food and beverage buyers. During the sale period, every Friday and weekend, a promotion will be held offering 50% discounts on popular menu items from representative dessert brands at each Galleria branch. At the Galleria Luxury Hall, various luxury brands will hold season-off sales, offering 2022 spring and summer season products at discounts ranging from 20% to 50% off the regular price.

The industry expects continued growth, with existing store growth rates of 10% to 20% recorded at Lotte, Shinsegae, and Hyundai department stores in the second quarter, driven by the lifting of social distancing, increased outdoor activities, and expanded demand for regular sales. A distribution industry official said, “Although concerns about external factors such as the economy are growing, department store consumer demand is expected to continue for the time being,” adding, “There is also anticipation for the second quarter results, which will include the performance of this regular sale.”

Customers are taking commemorative photos at the 'Bread Barber Shop Bakery Town' exhibition at Hyundai Department Store Kintex Branch in Goyang-si, Gyeonggi-do.

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