Shinsegae Centum City Launches Customized Promotions to Prepare for Cold Wave

Up to 70% Discount

Securing Demand for Winter Products

Shinsegae Centum City is launching customized marketing to prepare for the severe cold this winter.

Focusing on outerwear, outdoor clothing, and cosmetics, they plan to carry out intensive promotions to revive consumer sentiment toward FW products, which had been somewhat subdued due to the lingering late summer heat.

Shinsegae Centum City.

▲Outdoor sales peak in November, cosmetics sales also ‘Sseuk’

This year, demand for autumn products decreased as the late summer heat continued until mid-October. However, following recent autumn rains and a sharp drop in temperature, the number of customers preparing winter outerwear early has significantly increased.

In fact, since the morning low temperature sharply dropped on the 21st, outdoor sales including padded jackets have grown by 30%, and winter men’s and women’s fashion sales have increased by about 22%.

November is especially the month with the highest sports and outdoor sales of the year, and demand is expected to concentrate from the beginning of the month. Therefore, aggressive marketing with discounts up to 70% will be implemented to secure demand.

Starting this week, winter products will be fully stocked, with inventory increased by about 20% compared to last year to meet the rising demand.

During the same period, cosmetics sales also increased by more than 30%. In particular, makeup product sales grew by 35%, and skincare product sales rose by 66%.

This is attributed to the ease of applying color makeup compared to the sweaty summer season, increased demand for point makeup ahead of year-end gatherings, and a significant rise in customers seeking moisturizing products to prevent dry skin in the colder weather.

▲Diverse events including Outdoor Festival, Cosmetic Fair, and Claw Machine Game

In line with Shinsegae Group’s largest shopping festival ‘Sseuk Day,’ from the 1st to the 10th, a ‘Cosmetic Fair’ will be held featuring all 54 cosmetic brands including skincare, makeup, and perfume, offering discount coupons based on purchase amounts.

At the mall, from the 1st to the 10th, 12 outdoor brands such as Nike, The North Face, and Black Yak will participate in the ‘Mall Down Festival,’ providing 10-20% discounts. Especially from the 1st to the 3rd, exclusive special-priced products will be showcased, with representative items including the ‘Nike Men’s Coach Jacket’ and ‘Bearpaw Shearling Slippers.’

Additionally, from the 8th to the 13th, an ‘Outdoor Festival’ will be held at the department store’s basement 1st floor event hall, offering 40-60% discounts on 2022-2023 FW products and 20-40% discounts on this year’s FW new products. From the 8th to the 14th, a ‘Winter Fur Festival’ will be held on the 3rd floor in various stores, offering up to 70% off on clearance items.

On the basement 2nd floor at Hyperground, from the 1st to the 7th, ‘Hyper Special Week’ will offer up to 40% discounts on winter products from brands favored by the MZ generation such as Sater and Marithe Francois Girbaud.

Various gift events and promotions have also been prepared.

From the 8th to the 10th, the basement 2nd floor central plaza will be themed around Sseuk Day and will host a claw machine event featuring two types of Puvilla dolls. Participants can download a participation ticket via the app starting from the 1st and present it to play up to three consecutive times.

From the 1st to the 3rd, customers purchasing from single luxury or fashion accessory brands, and from the 8th to the 10th, customers purchasing from combined luxury, watch, and jewelry brands will receive 7% Shinbaek Rewards based on their purchase amount.

Gil Junho, Sales Planning Team Leader at Shinsegae Centum City, said, “Since forecasts predict an unusually cold winter, we plan to strengthen related marketing and carry out various promotions in November, when demand for winter products surges.”

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