"One Year After Renewal" Lotte Department Store Main Branch Men's Overseas Fashion Sales Double

Lotte Department Store Main Branch Undergoes Major Renewal Since Last Year
Strengthening Luxury Product Lines Including Overseas Fashion with 'Premium Strategy'
1st Anniversary of Men's Overseas Fashion Hall Sales Double, Women's Overseas Fashion Hall Also Reopened with Renewal
Architect David Chipperfield Advises... Artworks Displayed Throughout the Store

Lotte Department Store Main Branch, Men's Overseas Fashion Hall.

[Asia Economy Reporter Kim Yuri] Sales at the men's overseas fashion hall in the Lotte Department Store Main Branch, which marked its '1-year renewal,' have more than doubled compared to before the renewal over the past year.

On the 20th, Lotte Department Store announced that sales at the men's overseas fashion hall in the Main Branch increased more than twofold year-on-year during the one year after the renewal opening (July 2021 to June 2022). In particular, after completing the renewal with a total of 31 brands following the opening of the Dior men's specialty store last March, sales have increased nearly threefold compared to the same period last year.

The Lotte Department Store Main Branch has undergone its biggest change since opening in 1979 through a large-scale renewal of the main building, AvenueL, and Young Plaza across all floors since March last year. Strengthening premium product categories such as overseas fashion and contemporary brands is the core of this transformation.

Lotte Department Store explained, "For over 40 years, the Main Branch has established itself as the top-tier retail facility in the Gangbuk commercial district for domestic customers and as a representative department store of Korea for foreign tourists. With the recent endemic phase (periodic spread of infectious diseases), demand for offline retail channels centered on luxury products is increasing, and the number of foreign tourists visiting Korea is expected to rise again. Therefore, the importance of the Main Branch, located at the core commercial district of Gangbuk and the center of the tourism special zone, is growing," adding that they plan to accelerate the renewal of the Main Branch.

In July last year, the 5th floor of the Main Branch transformed from the existing men's fashion hall into the men's overseas fashion hall, opening luxury brands favored by young men recently such as Tom Ford, Dolce & Gabbana, and Valentino. Brands that previously operated as mixed-gender stores but had a high proportion of male customers, such as Loro Piana, Balenciaga, and Kenzo, also opened as men's specialty stores. A Louis Vuitton men's specialty store and a caf? collaborated with luxury watchmaker brand IWC were also introduced.

On the 2nd floor, the women's overseas fashion hall opened on the 30th of last month, where a total of 30 brands including Marni, Celine, and Maison Margiela can be found in one place. The women's overseas fashion hall has also recorded nearly double the sales growth compared to the same period last year after the renewal (June 30 to July 17). On the 3rd floor, the women's contemporary hall and overseas shoe hall opened in April and June of this year, respectively, and on the 4th floor, a women's fashion hall combining young fashion and women's casual wear partially opened last September. Additionally, the golf hall was renewed in June last year, and the niche perfume hall was renewed last May.

This Main Branch renewal is being carried out with the concept of 'restrained elegance,' with world-renowned architect David Chipperfield participating as an advisor, collaborating with famous domestic and international designers on the interior. Unlike the previous open-style stores, each brand is implemented as an independent box-shaped store space, adding a sense of luxury. Artworks that inspire shopping are curated and displayed throughout the store. Plans are also in place to continuously improve customer convenience facilities such as parking lots and VIP lounges.

Meanwhile, the Main Branch is also showcasing various unique contents that maximize offline strengths. In June last year, the large media art exhibition hall 'Ground Seesaw Myeongdong' opened on the 9th floor of AvenueL in the Main Branch, and since then, tickets have been sold out every weekend. Other tenants include the 'Connected Flagship Store,' where you can enjoy Bonanza Coffee, which National Geographic listed as a coffee you must drink before you die, independent books, LP music, art exhibitions, and famous blended coffee.

Kim Jaebeom, head of the Lotte Department Store Main Branch, said, "The Main Branch is not just a retail facility but represents the past, present, and future of Korean department stores. We will successfully complete the remaining renewal and provide customer services befitting this status to continue the reputation as the top luxury department store representing the Gangbuk commercial district."

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