Why 2030 Women Gathered... Shinsegae Centum City’s Department Store Renewal Strategy Succeeded

'New Contemporary Specialty Hall' Becomes a Hot Spot for MZ Generation Women
Sales Jump 158% in One Year Since Renewal Opening
Brand Discounts and Gift Promotions Planned

After the renewal, a large influx of MZ generation women flocked in.

One year after opening, the ‘New Contemporary Specialty Hall’ on the 4th floor of Shinsegae Centum City has increased its sales by 50% compared to the previous year, bringing in significant gains. This is a clear effect of the renewal.

The department store carried out the renewal last August, targeting its core customer base?women in their 20s and 30s?with a space of about 5,600 square meters. More than 30 popular brands were introduced for the first time in the Busan and Gyeongnam regions, appealing to customers.

Shinsegae Centum City Store's 'New Contemporary Specialty Hall,' Established as an MZ Generation Hotspot Just One Year After Opening.

According to Shinsegae Centum City, the renewal effect has continued steadily over the past year. In particular, thanks to the interest of MZ customers, sales to women in their 20s and 30s increased by 158% compared to the same period last year, and the sales share grew from 20% to 45%, clearly demonstrating the impact of the renewal.

This success is attributed to the introduction of new domestic designer brands with strong fandoms on social media, enhancing competitiveness. It is the result of a major overhaul from traditional department store brands to those favored by the 2030 generation.

Notably, brands such as Recto, Minuit Mute, Avie Muah, Tanat, and Grove opened for the first time in the Busan and Gyeongnam markets. Additionally, top brands from online platforms like Lookast and The Ilma were boldly brought offline. As a result, the number of visitors from the Gyeongnam region outside Busan increased by about 10% year-on-year, establishing the New Contemporary Specialty Hall as a shopping hotspot for the MZ generation in the region.

To mark the first anniversary of its opening, a variety of new brands and pop-up events will be introduced.

First, popular rising brands such as Till I Die and Musee, known for their feminine mood and restrained designs, will open this September. Then, Sand Beige, a contemporary brand with a soft sensibility, as well as popular emerging young fashion brands like Eae and Dint, a leading office look brand, will hold pop-up stores in the 4th floor New Stage area in October.

Additionally, a wide range of promotions will run until September 1, and new products for the 2024 fall/winter season will be introduced.

Popular contemporary brands such as Recto, Kindersalmon, and Gray Mansion will unveil exclusive items available only at Centum City. Brands like Roesoul and Lookast will offer special discounts on selected products, with price reductions ranging from 10% up to 35%.

Brand appreciation events will also take place. The Ilma will offer a mug or leather belt with purchases above a certain amount, and Avie Muah will hold various promotions including reusable bags, mirror ball caps, and more. All gifts are available in limited quantities.

Shinsegae Department Store’s fashion manager Hyunwoo Sun said, “The new growth engine for department store fashion lies with the 2030 generation. We will continue to lead the way by attracting not only imported contemporary brands but also domestic brands with strong fandoms, and reflect this diversity in our renewals.”

Shinsegae Centum City Store's 'New Contemporary Specialty Hall,' established as an MZ generation hotspot within just one year of opening.

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