Are You a Children's Clothing Maker or 'Meka'? ... Shinsegae Centum City Renovates Premium Children's Specialty Hall

Low Birthrate but Rising Children's Sales, Making Them 'Luxury' Because They Are Precious

Major Influx of Stores like 'Moncler Enfant' and 'Atelier Shoe'

Sports 'Mega Shops' like Nike Kids and New Balance Kids

Have you heard of the ‘Mecca’ of children's clothing?

Shinsegae Centum City has embarked on establishing a sanctuary for children's clothing brands, encompassing premium infant and children's apparel. This marketing strategy aligns with the trend of increasing sales of high-end products as children become more precious in the era of low birth rates.

The department store will showcase a large number of luxury children's brands on the 6th floor children's specialty hall starting on the 28th, including ‘Moncler Enfant’, the French baby brand ‘Atelier Choux’, and the girls' clothing select shop ‘Aconte’.

Following the recent renovation of children's sports brands such as Nike Kids and New Balance Kids into ‘mega shops’ (large stores) this month, customers can now enjoy a diverse range of premium infant and children's clothing stores. This targets the shopping ‘hot spots’ for MZ generation parents.

There are only two department stores nationwide that have all four major luxury children's clothing brands?Moncler Enfant, Burberry Children, Baby Dior, and Fendi Kids?namely Busan Centum City and Seoul Gangnam branches.

Shinsegae Centum City Children's Specialty Store after Renovation.

Recently, amid the low birth rate atmosphere, the trend of ‘Gold Kids’ and ‘VIB (Very Important Baby)’ continues, where parents and acquaintances generously open their wallets for their children.

Thanks to the demand for gifts for children, grandchildren, and nieces/nephews, the overall premium children's product sales at Shinsegae increased by 15% last year, with Centum City's children's product sales soaring by 21%.

Moncler Enfant is a representative brand of luxury children's clothing, known for its comfortable fit and excellent functionality. A variety of products are available, including lightweight padding, jackets, T-shirts, and sneakers.

Signature items include the boys' hooded jacket ‘Urbil’ made from raincoat material and the girls' down vest ‘Liane’ made from Moncler's exclusive fabric.

For the first time in the local commercial district, the girls' clothing select shop ‘Aconte’ will also be introduced. It offers a variety of brands and items for girls aged 3 to 12, including domestic and international clothing, ballet wear, and accessories all in one place.

The French luxury baby brand ‘Atelier Choux’ will open its second mono shop in Korea, following the Gangnam branch. Its signature products include swaddles, blankets, and bibs made from 100% organic cotton certified in Europe. The blankets, adorned with intricate and sophisticated illustrations, are highly versatile for baby crib interiors and are popular as luxurious gift items due to their elegant packaging.

Earlier, the children's specialty hall attracted attention on the 21st with the expansion of Nike Kids and New Balance Kids stores into larger spaces.

Nike Kids reopened with a store expanded to about 30 pyeong (approximately 99 square meters) for a more comfortable shopping experience and has a separate ‘Shoe Zone’ showcasing new products such as the Jordan 1 Alt. To celebrate the renewal, Nike Kids is holding an event offering a 10% discount on purchases of two or more items and a 20% discount on four or more items.

The ‘New Balance Kids Mega Shop’ has doubled in size after renovation, greatly improving the shopping environment. Customers can find all products, including New Balance Kids' signature running shoes ‘990’. Exclusive products such as the running shoes ‘1906 White/Grey’ will be available until the 31st.

Sun Hyun-woo, head of fashion at Shinsegae Department Store, said, “Through this children's specialty hall renewal, premium children's brands comparable to those in the Gangnam branch are comprehensively presented,” adding, “Shinsegae Centum City, established as a Northeast Asia tourism hub, will once again become a ‘VIB’ sanctuary for domestic and international family customers.”

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