Pottery, Musinsa Standard among brands targeting shoppers in their 20s and 30s

New BI to be unified across domestic and overseas locations, including future pop-ups

The new brand identity key visual for Shinsegae Hyperground [Shinsegae Department Store]
The new brand identity key visual for Shinsegae Hyperground [Shinsegae Department Store]

Shinsegae Department Store opened a Shinsegae Hyperground store at its Cheonan Asan branch on Friday.

The store is the first to carry the new brand identity and introduces 20 new brands spanning street fashion and accessories. The lineup includes Pottery, Musinsa Standard, Setter, No Manual, Mark Gonzales and MMLG.

Shinsegae selected the brands based on customer data, targeting shoppers in their 20s and 30s. That age group accounted for 42 percent of customers at the Cheonan Asan branch in the first half of this year — about 1.5 times the 28 percent average across all Shinsegae branches.

The new brand identity will be rolled out to existing Hyperground stores, including those at Centum City and Daejeon Shinsegae Art&Science, and will also be used at overseas pop-up events.

Through Sept. 27, customers who spend 200,000 won or more using a Shinsegae affiliated card will receive 10 percent of their purchase amount back in Shinsegae gift certificates, with the same rate applying to purchases of 400,000 won ($292) or more.

"We will continue to discover new brands and deliver differentiated content, drawing on Shinsegae's product planning capabilities and retail expertise," said Jang Su-jin, head of the merchandise division at Shinsegae Department Store.


siuu@heraldcorp.com