Shinsegae Department Store, Finale with 'MZ Specialty Zone'... 2-Year Renewal 'Completed'

Shinsegae Department Store Gyeonggi Branch, Street Fashion Specialty Zone 'Playground'.

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[Asia Economy Reporter Kim Yuri] Shinsegae Department Store Gyeonggi Branch has completed a two-year renewal by newly launching the street fashion specialty zone 'Playground.'

Following the sports specialty zone in 2020, the Gyeonggi branch sequentially renewed the lifestyle specialty zone, food specialty zone, and luxury zone last year. With the street fashion specialty zone this month, the renewal is complete, aiming to expand MZ generation (Millennials + Generation Z) customers who have emerged as potential VIP department store clients.

Playground is located on the 4th floor with an area of approximately 4,959㎡ (about 1,500 pyeong), gathering around 40 brands that the MZ generation is enthusiastic about. To create an atmosphere similar to Yeonnam-dong in Seoul, the design features an exposed ceiling showing air conditioners and ventilation ducts to enhance openness.

The street fashion specialty zone, which began phased renewal openings from the end of February, initially showcased about 20 brands including Thisisneverthat, Covernat, and Comgen. Through this renewal, new brands such as Marithe Francois Girbaud, LEE, and Polo Denim are introduced.

Thisisneverthat, known as Korea's Supreme, gains popularity every season with simple yet sophisticated designs. Representative products include the T logo tee and logo hoodie. Rockfish Weatherwear offers shoes, gloves, scarves, and clothing reflecting the unique climatic characteristics and culture of the UK. Representative products include Rockfish Mary Jane shoes and rain boots. Comgen, the first genderless contemporary brand to enter a department store in the industry, offers a variety of oversized fit products that anyone can wear regardless of gender.

The W Concept offline store, which opened last month, gained popularity immediately with long purchase waiting lines. Within about a month after opening, the number of customers in their 20s and 30s doubled.

Meanwhile, the luxury zone on the basement 1st floor, introduced for the first time in the industry by the Gyeonggi branch, attracted younger customers by newly bringing in brands such as Marni, Max Mara, Maison Margiela, Mulberry, and Loewe. Customers visiting from Seoul and Chungcheong regions as well as southern Gyeonggi accounted for about 30% last year. The proportion of MZ generation customers also increased significantly. Compared to November 2020 when the renewal began, the sales proportion of customers in their 20s and 30s increased by nearly 30% last month.

Meanwhile, to commemorate the 4th floor renewal opening, a 7% discount coupon is offered through 'Fit,' Shinsegae's own marketing channel within the Shinsegae application (app) until the 24th. When paying with Shinsegae affiliated cards, a 5% Shinsegae gift certificate is provided according to the payment amount range.

In the second half of next year, the cinema (9th-10th floors) and academy will also undergo renewal.

Park Soonmin, General Manager (Executive Director) of Shinsegae Department Store Gyeonggi Branch, said, "The Gyeonggi branch has introduced differentiated offline content by gradually renewing the sports zone, lifestyle zone, food zone, and luxury zone," adding, "We will continue to discover various lifestyle contents."

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