By Kwon Mee-yoo
Department stores are offering opportunities for young and talented designers to introduce their work at their in-house multi-brand shops.
Hyundai Department Store is holding a sale of young designer brands such as Machambre and Benjamin Cadette from today until April 12 at its Mokdong branch.
These aspiring brands are popular among celebrities including Girls' Generation and IU. Girls' Generation member Sunny and Seo-hyeon wore costumes from Benjamin Cadette for the photo shoot for their latest song "The Boys."
Machambre has its own store in Samcheong-dong, but the brand is seeking a wider market by entering select shops such as A Land, Lab 5 and department stores.
Chic, natural and comfortable, its clothes are also popular among stars. Actresses Kim Nam-joo wore the label's coat in the 2010 drama "My Wife is a Superwoman 2."
Machambre designer Choi Ju-yeon said being offered at a department store ensures quality of the clothes.
"Customers know that only high-quality products are sold at department stores and it is a good way to make a name for the brand," Choi said.
However, she pointed out that department store's easy return system could harm minor designer brands' survival.
"Copycats buy designer brand garments at a department store, check out the detail they need to copy for the design and return it. That's why there are more returned products at department stores compared to other sales points," Choi said.
Opening multi-brand shops and discovering young designers have become a must-do for major department store chains.
Shinsegae operates some 20 multi-brand stores throughout its branches and opened a select shop for young Korean shoe designers at its Gangnam branch in February. The shop features brands such as Ma Vie En Rose, Reike Nen and Flat Apartment, which also have street retail shops.
The shoe brands introduce some 20 to 30 new products every month at about a 20 percent discount compared to other department store brands.
"These brands are original, unique and fresh and suit the taste of the young, trend-savvy generation," a Shinsegae spokeswoman said. "These brands had difficulties in sales and marketing despite high quality and design and the multi-brand shop in a department store would invigorate them.”
All the brands offered at the concept store are chosen by Shinsegae buyers. "Buyers do a lot of legwork to find out talked-over brands and diamonds in the rough,” the spokeswoman said.
Such multi-brand stores lead sales growth as well. According to Shinsegae, five of the top 10 growing stores in the department store business were dominated by select shops including Pishon featuring household items and Handbag Collection.
The newest addition is the Shinsegae and Company Contemporary, opened last week, featuring seven young designer brands including Manuelle et Guillaume and Studio K. "We will expand the variety of select shops,” Shinsegae spokeswoman said.
Lotte Department Store is competing by bringing in a top international store. It opened a branch of 10 Corso Como at Avenuel, its luxury boutique in downtown Seoul, last week. It is first time for the Milan-based shop to enter into a department store and open a second branch in the same city. The 10 Corso Como already has a Seoul branch in Cheongdam-dong, Gangnam-gu.
Products from some 350 brands are offered in the 1,100 square meter shop, taking the fifth floor of Avenuel. Prices of items sold at the shop range from 100,000 won to 20 million won.
Lotte also has a handful of multi-brand stores including BY ET TOL, Olive Hot Stuff and Coincos featuring casual wear for young women. David Collection and Shoe Gallery are select shops for men, complete with items from suits and shirts to cuff buttons and stationery.
"Customers find the products they want based on the concept of multi-brand stores," a Lotte Department Store merchandiser said. "Since they trust the brand of department store, we try to discover and launch new brands with high quality but low name-recognition."