Creative Round undergoes significant changes… Stand Oil and Annies, among others, join, The Hyundai Seoul exterior. [Provided by Hyundai Department Store],
[Herald Economy=Park Byung-guk] ‘The Hyundai Seoul’ will undergo a major merchandise planning (MD) revamp by the end of the year. Starting with the introduction of Fear of God and Comme des Garçons on the 22nd, around 40 brands are planned to be introduced by year-end.
The space undergoing the biggest transformation is the creative ground on the second basement level. Here, a large number of brands making their department store debut will be introduced. Notable among these are ‘Open YY’ and ‘Sansan Gear.’ ‘Open YY,’ opening on the 28th, is a fashion brand favored by celebrities for daily looks. ‘Sansan Gear,’ launching on the 29th, reflects the popular “gorpcore” trend, which involves wearing outdoor clothing as everyday fashion.
In August, The Hyundai Seoul introduced the men’s casual brand ‘Politeru’ on the second basement level. Earlier this month, it opened the first department store location of ‘Artist Complex,’ a fusion of a fashion store and a cafe. By the end of the year, over ten K-fashion brands including ‘Stand Oil’ and ‘Annies’ will be showcased.
The department store will also enhance its global luxury brand offerings. By year-end, men’s luxury boutiques, such as ‘Louis Vuitton Men’s’ and ‘Prada Men’s,’ will be established. Contemporary brands like ‘Max Mara’ and ‘Eleventy,’ along with ‘Prada Beauty,’ will also open.
Noteworthy F&B (food and beverage) brands will also attract attention. On November 14th, a London Bagel Museum store will open its first location in the western Seoul district.
A Hyundai Department Store representative stated, “With the rapidly changing customer trends and the brands that gained popularity when The Hyundai Seoul first opened now present in other distribution channels, there is a need to attract differentiated brands.” Adding, “Considering that over 40 brands have opened since August, it is the largest MD overhaul since the second half of the year opening.”