Shinsegae Department Store’s Cheonan-Asan branch revamps fashion stores, targets shoppers in their 20s and 30s

[Financial News] Shinsegae Department Store is stepping up efforts to attract younger customers, including those in their 20s and 30s, with major renovations to the outdoor and sports stores and men’s fashion stores at its Cheonan-Asan branch.
According to industry sources on the 30th, Shinsegae Department Store’s Cheonan-Asan branch unveiled revamped stores for around 30 outdoor and sports brands and around 20 men’s fashion brands that day. The overhaul follows the opening last September of Shinsegae Hyper Ground, a platform specializing in K-fashion, on the first floor.
Hyper Ground, which opened earlier at the Cheonan-Asan branch, was the first store to adopt the new brand identity (BI). It brought in 20 new brands, including Pottery, Musinsa Standard, SATUR and NOMANUAL. Sales in the month after opening were reported to have risen at least 25% from the same period a year earlier.
Shinsegae Department Store undertook the latest renovation in view of the high proportion of customers in their 20s and 30s at its Cheonan-Asan branch. Its strategy is to strengthen its outdoor and sports and men’s fashion offerings in conjunction with Hyper Ground and attract demand from customers in their 20s and young families.
In the outdoor and sports category, stores for major brands including The North Face, Kolon Sport, K2, Patagonia and BLACKYAK have been revamped. In response to rising winter demand, The North Face and Salomon have expanded their store areas, while BLACKYAK and Salomon have broadened their trail-running product ranges. Crocs has also expanded its store to target family shoppers, and sports brand Wilson has opened a new store.
A series of large-format sports stores will also open. Adidas and New Balance plan to open 100-pyeong stores, the ‘Adidas Beacon’ and ‘New Balance Mega Shop,’ respectively, this November. They will offer a wider selection of products by expanding their floor space to about twice its previous size. Descente, Nordisk and Garmin have also revamped their stores.
The men’s fashion category has also been revamped. The third-floor men’s stores have refreshed their offerings from around 20 brands, including Polo, Lacoste, Bean Pole, System Homme, Galaxy and Daks, and improved their interiors. On the first floor, premium gymwear brand Born to Win has opened at Hyper Ground, marking its first location in the area.
Park Je-uk, head of fashion at Shinsegae Department Store, said, “Following the first-floor Hyper Ground at the Cheonan-Asan branch, we have also revamped the outdoor and sports and men’s categories to meet the needs of younger customers,” adding, “We will continue to make the most of the area’s concentration of universities and work to introduce new brands suited to local customers.”
[email protected] Jang Yu-ha Reporter