"Let's Play on the App" Shinsegae Department Store Proposes This Spring's Fashion and Desserts

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[Asia Economy Reporter Kim Yuri] Shinsegae Department Store announced on the 19th that it will open a fashion tendency test tab within the Shinsegae Department Store mobile application (app) until the 21st, offering participatory content that informs customers of their preferred fashion types.

The fashion tendency test provided by Shinsegae reflects recent customer trends showing high interest in personality and behavior types such as MBTI. Through a simple survey, it suggests preferred styles and matching styling tips as part of the event.

MBTI categorizes personalities into 16 types. Having become a common topic in everyday conversations, such as asking someone's MBTI type upon first meeting, MBTI has recently attracted customer interest in various areas including type-specific financial management methods.

Shinsegae offers a 5% discount event participation coupon for fashion and accessories genres to customers who take the test. Additionally, 10 customers selected by lottery will receive a stay voucher for a Lescape Suite room.

To propose the style most similar to participating customers and gain their empathy, Shinsegae prepared 16 fashion tendency types, mirroring the actual MBTI categories.

For both men and women, there are 8 types each. To aid customer understanding, Shinsegae collaborated with professional fashion companies to introduce easy-to-understand terms such as 'Trendy Leader' and 'Elegant Gentleman,' along with explanations and coordination methods.

Shinsegae is transforming its app into a lifestyle platform by offering personalized shopping services?the first in the distribution industry?e-book rentals, seasonal music recommendations, and seasonal food recipes. Last month, Shinsegae planned an event distributing self-produced non-fungible tokens (NFTs), the first in the distribution industry. The NFT event saw more than twice the participation of previous events and increased new customer inflow by over 10%.

It also conducted the industry's first live broadcast of overseas fashion shows. Luxury brand fashion shows from Milan, Italy, and Paris, France Fashion Weeks were streamed through the department store’s mobile app.

Providing various lifestyle content through the mobile app has led to increased customer visits. From January to April 10 this year, the number of visitors to the Shinsegae Department Store mobile app reached about one million, a 37% increase compared to the same period last year. Customers in their 20s and 30s accounted for approximately 43% of total visitors.

Lee Seonghwan, Executive Director of Sales Strategy at Shinsegae Department Store, said, "The Shinsegae Department Store mobile app, which offers differentiated content, is emerging as a lifestyle platform for the MZ generation customers. We will lead customers’ lifestyles with differentiated marketing that matches trends."

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