South Korea’s department store chains are going all-out to attract male consumers who have emerged as big spenders recently.
Shinsegae Department Store’s Gangnam branch, which has the highest sales among domestic department stores, remodelled its men’s section at the end of last month to target the “MZ generation,” a Korean term referring to millennials and Generation Z.
In collaboration with British design studio gpstudio, which has participated in various retail store projects, including London’s high-end department store Harrods, the branch used achromatic marble and installed gold frames to add a sense of luxury.
During the renewal process, the branch removed seven brands, most of which are domestic or have a low purchasing ratio.
