Reborn as an 'MZ Specialist'... Shinsegae Department Store Gyeonggi Branch 'Playground'

by Kim Yuri

Published 18 Apr.2022 15:20(KST)

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

Shinsegae Department Store Gyeonggi Branch announced on the 18th that it has completed a two-year renewal by unveiling the street fashion specialty zone 'Playground,' and is set to actively expand its MZ generation (Millennials + Generation Z) customers who have emerged as VIP customers of the department store.

Playground, located on the 4th floor with an area of approximately 4,959㎡ (about 1,500 pyeong), is designed by gathering around 40 brands that the MZ generation is enthusiastic about. The street fashion specialty zone, which began a phased renewal opening from the end of February, initially introduced about 20 brands including Thisisneverthat, Covernat, and Comgen. Through this renewal, new brands such as Marithe Francois Girbaud and LEE have been introduced. Thisisneverthat, known as Korea's Supreme, has gained popularity each season with its simple yet sophisticated designs. Rockfish Weatherwear offers shoes, gloves, and mufflers reflecting the unique climatic characteristics and culture of the UK. Comgen, the first genderless contemporary brand to enter the department store industry, offers a variety of oversized products that anyone can wear regardless of gender. The W Concept offline store, which opened last month, saw the number of visitors in their 20s and 30s double within about a month after opening.

The Gyeonggi branch sequentially renewed its sports specialty zone in 2020, followed by lifestyle, food, and luxury specialty zones last year. The luxury zone, introduced for the first time in the industry on the basement 1st floor, attracted a younger crowd by newly bringing in brands such as Marni, Max Mara, and Maison Margiela. Customers visiting from Seoul and the Chungcheong region, 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.