Shinsegae Centum City gives men's fashion floor a major makeover, bringing in a raft of new brands

[Financial News] Shinsegae Department Store's Centum City branch is revamping its men's fashion section and stepping up efforts to strengthen its brand competitiveness.
Industry sources said on the 14th that Shinsegae Department Store's Centum City branch is renovating its fifth-floor men's specialty section and expanding its contemporary and designer brands. The move comes as men's fashion spending has shifted beyond simply buying clothes toward expressing personal tastes and lifestyles, driving greater demand for distinctive brands and shopping experiences.
A key feature of the renovation is the addition of a large number of new brands that have been difficult to find in the Busan area. Rough Side, which gives classic menswear a modern reinterpretation, and Blank Room, known for its restrained designs and refined silhouettes, among others, will open their first stores in the Busan market.
With the revamp, Shinsegae Department Store has diversified its merchandise lineup, from contemporary and casual wear to designer brands. It plans to target a broad range of male customers, from people in their 20s and 30s who are sensitive to fashion trends to those who prefer premium brands.
Discount promotions and gift-with-purchase events will also be held to mark the renovation. At Theory, Beaker and Sandro Homme, among others, shoppers will receive gift certificates worth up to 250,000 won, depending on their spending. Juun.J, Man on the Boon, A.P.C. MEN and Zio Songzio, among others, will offer purchase discounts.
Sun Hyun-woo, head of fashion at Shinsegae Department Store, said, “Men have recently been actively seeking out distinctive contemporary brands that let them express their personal tastes, not just well-known brands. With this renovation, we have expanded our lineup of new brands and offerings that have been difficult to find in Busan, and I expect the section to establish itself as a leading men's fashion destination for the region.”

[email protected] Jang Yu-ha Reporter