[Photograph by Kim Joo-heon]
W Concept said in a statement on March 16 that the cumulative number of visitors to its offline stores was about 400,000. Among visitors, young people in their 20s and 30s accounted for 50 percent, while 30 percent of customers were those in their 40s. Outer garments such as jackets and coats were best-selling items, followed by cardigans. W Concept said one of the popular brands was NILBY P. The women's apparel brand known for simple designs unveiled its crop tweed jacket in 2021 in collaboration with Kim Do-yeon, a famous singer who competed in a popular cable TV music survival show "Produce 101."
"In 2023, we will continue marketing that link online and offline activities to showcase more brands and products," W Concept’s offline sales team head Lee Jae-woo said in a statement.
The company opened a pop-up store on December 2, 2023, for three days. The experimental store called "Gradation" was visited by 3,500 people. Customers could choose and purchase some 140 outer garments from about 80 brands and purchase them in a showroom on the second floor. The store which contains the meaning of allowing users to enjoy apparel items through the five senses -- sight, sound, smell, taste and touch, was decorated with flowers and colorful clothing.
Domestic fashion brands are striving to interact with young generations through unique offline stores. 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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