SEOUL, Nov. 27 (Korea Bizwire) — The scene of department stores’ first floors is changing. Unlike in the past when they tended to be packed with famous cosmetics and luxury brands, cafes and restaurants are dominating first floors today.
After renovations at its Youngdeungpo outlet, Lotte Department Store, for example, relocated cosmetics shops from first floor to the third floor. The first floor is now filled with restaurants, cafes and bakeries.
“By locating the facilities that many customers can use on the first floor, we hope to improve accessibility to the department store as well as encourage customers to stay longer,” Lotte Department Store said.
In July 2018, the Cheonho outlet of Hyundai Department Store accommodated an Italian casual restaurant and a coffee shop right next to the main entrance on the first floor.
“Customers tend to move into department stores more easily when coffee shops rather than other shops are located on the first floor,” Hyundai Department Store officials said.
This trend is seen mainly in the department stores that have a higher share of young customers or are located in fringe areas rather than those in central districts such as Myeongdong and Apgujeong.
Industry experts, however, said that these type of stereotype-breaking layouts will become mainstream as time goes by.
“The stereotypical formula of locating cosmetics and luxury brands on the first floor and women’s clothing on the second floor is no more than following the past department store culture of Japan.” a department store official said.
Image Credit: Hyundai Department Store / Shinsegae Department Store / firstname.lastname@example.org