Disposable tape measures and a size guide for underwear installed at Topten's Yongin Ubang store [Shinsung Tongsang Topten]
Disposable tape measures and a size guide for underwear installed at Topten's Yongin Ubang store [Shinsung Tongsang Topten]

Fashion and beauty brands are stepping up their in-store services in response to the spread of online shopping. The push centers on improving the customer experience (CX) — letting shoppers directly assess factors such as sizing, fit and skin compatibility that are difficult to judge online.

According to industry sources Monday, Shinsung Tongsang's SPA brand Topten (TOPTEN10) recently placed disposable tape measures and size guides at its Starfield Hanam and Yongin Ubang stores. The tools let customers check underwear sizes on the spot — a category that has historically been hard to size correctly — and the number of shoppers using them has been growing steadily. Exchanges and returns caused by sizing mismatches have also declined.

"In line with the trend of physical stores becoming a key touchpoint supporting customers' product choices, we are continuously improving purchase convenience at our flagship locations," a Topten official said. "We will closely identify customer needs at every stage — browsing, comparing and pre-purchase — and elevate the overall brand customer experience."

Adidas offers in-store services that apply individual body measurements to product selection. Its foot-scan service, operated at the brand center in Lotte World Mall, is a prime example: it precisely measures foot length, width and arch shape, then recommends products suited to the customer's intended activity — running, soccer or training.

Beauty brands are also rolling out experience-focused stores in quick succession. CJ Olive Young recently opened Olive Young Beauty Mansion Seongsu, an experiential beauty space where visitors can try products and receive detailed skin diagnoses and consultations. The company also added a beauty device studio where customers can try out K-beauty devices firsthand and learn how to use them.

Amorepacific has renovated its flagship store Amore Yongsan, located on the second floor of its headquarters in Yongsan, Seoul. The store offers hands-on experiences with new products, skin condition diagnoses and personalized cosmetics services. Its City Lab skin and scalp diagnostic service goes a step further, visually projecting how a customer's skin may change in the future based on current condition and lifestyle habits.


spa@heraldcorp.com