Shinsegae Gangnam Store, 7th Floor Men's Specialty Hall Renovated... One-Stop Shopping

Strengthening Contemporary Genres Preferred by MZ Men
Targeting Premium and Status-Conscious MZ Men
Sporty & Rich, San Francisco Market Entry

Shinsegae Gangnam Store announced on the 1st that on the 28th of last month, it reopened the 7th floor of the new building at Gangnam Store as a 'Men's Specialty Hall' that brings together global contemporary brands and domestic men's fashion.

Visitors are shopping at the men's specialty section on the 7th floor of Shinsegae Department Store Gangnam Branch.
[Photo by Shinsegae Department Store].

Following the establishment of the country's top-level golf specialty hall on the 7th floor of the main building at Gangnam Store in February, the renewal of the 7th floor was completed by opening the men's specialty hall in the new building. After about two months of construction, the men's specialty hall was created by moving the men's contemporary brands that were previously on the 6th floor up to the 7th floor, allowing all men's brands to be found on one floor.

The men's contemporary genre, which is very popular among the 2030 generation, was strengthened. The newly opened curated shop San Francisco Market offers a variety of brands preferred by MZ generation (Millennials + Generation Z) men, such as Otrie and Wild Donkey. San Francisco Market, which opened in Sinsa-dong, Gangnam-gu, Seoul in 2005, is popular among the MZ generation by introducing lesser-known brands and unique items.

The vintage-inspired streetwear brand Sporty & Rich is also introduced. As it is set up as a standalone store, it introduces a large number of products that could not be seen in curated shops.

For the first time in a domestic department store, pop-up stores for NN.07 and Kakis will also be held. NN.07, a brand born in Denmark in 2007, features a combination of the Italian method using various colors and the Japanese method with detailed designs, resulting in a simple and comfortable design unique to Northern Europe. Kakis, a fashion and lifestyle curated shop operated by Thisisneverthat, which is supported by the MZ generation, is also introduced. At the Kakis pop-up, customers can find overseas brands focused on outdoor and sports casual wear, as well as Kakis' own products such as hats, bags, and T-shirts.

The reason Shinsegae is strengthening men's contemporary brands is that the sales proportion of contemporary fashion in men's fashion has been steadily increasing over the past three years. The sales proportion of contemporary fashion increased from 40.5% in 2020 to 46% in 2022. At Gangnam Store, it increased from 47.6% to 50.9% during the same period.

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