South Korean department stores chase men from now onwards
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South Korean department stores are ramping up efforts to attract male customers, whose growing numbers are changing the retail landscape.
According to data from Shinsegae Department Store, male customers, which accounted for 28.1 per cent of customers in 2010, now represent just over 34 per cent of the major department store’s customer base.
Sales at male-oriented shops at the main branch of Shinsegae Department Stores in Myeongdong and the Gangnam branch also jumped from 8.2 per cent to 10 per cent over the same period.
Against this backdrop, South Korean department stores are continuing efforts to revamp their men’s departments, as well as introducing various products catering to family in an attempt to attract male customers of all age groups.
Shinsegae Centum City opened a renovated men’s department on the fifth floor last month, featuring experience stores that appeal to not only men, but also women and family members.
Street 5 is a select shop modeled after a European-style city-center plaza, packed with local brands from Busan and Daegu, differentiating itself from other stores.
Apart from a wide selection of men’s clothing stores, a photography studio specializing in black and white photography and a premium select pet shop will also welcome visitors with various interests.
Questions & Answers
Q.What is driving South Korean department stores to focus more on male shoppers?
What is driving South Korean department stores to focus more on male shoppers?
Male customers now make up over 34% of Shinsegae Department Store's customer base, an increase from 28.1% in 2010. This growing demographic is changing the overall retail landscape.
Q.How have sales at male-oriented shops performed recently?
How have sales at male-oriented shops performed recently?
Sales at male-oriented shops within Shinsegae's main Myeongdong and Gangnam branches saw an increase. They rose from 8.2% to 10% of total sales over the same period that the male customer base grew.
Q.What kind of new features are department stores introducing to attract men?
What kind of new features are department stores introducing to attract men?
Shinsegae Centum City opened a renovated men's department last month, including experience stores for men, women, and families. It also features a select shop called Street 5 with local brands, a photography studio, and a premium pet shop.
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