More than 10,000 people visit every weekend to ‘Dongchoon 175.’ (image: Sejung Group)
SEOUL, Jun. 10 (Korea Bizwire) – Flagship-style stores doubling as cultural spaces created by fashion companies and others to promote their products and brands have recently emerged as “hot places.”
Various amenities are being built in these spaces where people have direct access to products, attracting customers who want to enjoy leisure time.
According industry watchers on Sunday, the fashion industry is leading the trend.
In July of last year, fashion company Sejung Group renovated its first logistics center in Yongin, Gyeonggi Province, and opened ‘Dongchoon 175.’
There are restaurants, brunch cafes and kids’ cafes. Customers can also peruse a variety of clothes and accessory items.
More than 10,000 people visit every weekend. Women in their 30s and 40s are the top customers.
Outdoor fashion company Black Yak’s life-wear brand, NAU, also opened its flagship store “NAU House” in Seoul in January.
Made with assembled modules, “NAU House” aims to become a “cultural park” that combines exhibitions, books and performances.
In particular, “NAU House” helps customers’ leisure activities by presenting collaborative exhibitions with various organizations, independent bookstores and beauty shops.
Companies related to household goods and healthcare are also working to create complex cultural space.
Bodyfriend, a massage chair maker, opened its flagship store “Cafe de Bodyfriend Cheongdam” in southern Seoul in March, aiming for a healing complex space.
Along with restaurants, cafes and bakeries, customers can also experience Bodyfriend’s massage chair, natural latex beds and water purifiers.
According to an official of Bodyfriend, the company has made “Cafe de Bodyfriend Cheongdam” a place where customers can enjoy leisure time in addition to product experience and introduction of brand philosophy.
To meet the brand philosophy, restaurants and bakeries select eco-friendly food ingredients and do not use any condiments.
D. M. Park (dmpark@koreabizwire.com)
