Visitors look at clothes at Musinsa Standard, the first offline store of the country’s biggest online fashion mall, Musinsa, in Hongdae, western Seoul, on May 28, 2021. (Yonhap)
SEOUL, Oct. 21 (Korea Bizwire) — An increasing number of online shopping malls and online exclusive brands that have enjoyed robust growth in the COVID-19 era are opening physical stores in recent days as part of their new marketing initiatives targeting the members of the “MZ generation,” a Korean term referring to millennials and Generation Z.
Online fashion platform Hago L&F Co. opened its first offline store ‘#16’ in the Dongtan branch of Lotte Department Store in August.
This store’s cumulative sales broke the 500 million won (US$425,350) mark just one month after opening, ranking first in terms of sales among the branch’s women’s clothing stores.
In-store purchases are not possible. Instead, customers have to use online orders and payments through mobile application. The products they select are shipped one or two days later through parcel delivery.
Furniture company Shinsegae CASA Co. opened an offline experience store for its online exclusive furniture brand ‘Onion’ at Seongnam in Gyeonggi Province this month.
The store has a special space for interior items designed for single person households and newly married couples, as well as a photo zone for young customers, and also only accepts online orders.
Musinsa, the No. 1 player in online fashion platforms, opened its first offline store in Hongdae in Seoul in May.
The store features large fitting rooms that are furnished with stylish lighting and smartphone cradles. The rooms are designed to make a stronger appeal to the MZ generation, who like to take photos of themselves in a mirror.
J. S. Shin (js_shin@koreabizwire.com)
