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Shinsegae's online fashion platform opens pop-up store in trendy fashion district Seongsu

By Kim Joo-heon Posted : November 28, 2022, 11:00 Updated : March 16, 2023, 10:56

[Courtesy of W Concept]

SEOUL -- W Concept, the online fashion platform wing of South Korea's retail giant Shinsegae, has opened a pop-up store where customers can purchase various fashion items after trying them on in a showroom. A pop-up store is an experimental shop that only opens for a short period. The store is located in Seongsu, Seoul's vibrant fashion district with many colorful fashion stores that attract many young shoppers who like to express themselves through special apparel items.
Seongsu has transformed its shape from a rusty industrial town full of leather and metal workshops operated by craftsmen. The number of craftsmen's stores significantly decreased in the 2000s when online shopping malls were introduced. In the mid-2010s, young fashion designers launched their businesses in the area to take advantage of low costs. The eastern district has now become a popular spot where many young shoppers visit to enjoy a variety of apparel items.
W Concept's pop-up store called "Gradation" will open on December 2 for three days. Customers can choose and purchase some 140 outer garments from about 80 brands and purchase them in a showroom on the second floor. The online platform said Gradation contains the meaning of allowing users to enjoy products through five senses -- sight, sound, smell, taste and touch.

In an exhibition room located on the first floor, W Concept's 10 popular brands will be showcased such as NILBY P, a women's apparel brand known for simple designs. Each brand will showcase winter apparel items.
"We will continue to expand customer contact points using online and offline spaces," W Concept's marketing manager Kim Min-young said in a statement on November 26. W Concept opened its first VR showroom in December 2021 where users can try on some 140 apparel items from 50 popular brands. Styling guides were provided by virtual models in showrooms.

Many fashion brands are garnering popularity by providing unique experiences for young generations who often express themselves through unique fashion items with special meanings. In November 2022, cosmetics brand LEMIU opened a beauty product store in Seongsu where consumers can experience different cosmetic products while enjoying their coffee. 

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