Shinsegae Duty Free adds brands

Shinsegae Duty Free is adding a number of local fashion brands at its city duty-free shop in central Seoul, the company announced Wednesday.

It hopes to introduce K-fashion to global consumers.

Shinsegae’s duty-free shop in Chungmuro, central Seoul, will now be selling a number of street fashion brands, such as Acme de La Vie, which is known for distinct printing of babies on clothes, and Kirsh, a women’s clothing line.

The duty-free shop in Chungmuro celebrates its third year this year.

Shinsegae decided to invest more on fashion to differentiate itself from competitors, which mostly focus on cosmetics, according to the firm. The growing popularity of Korean fashion was also a factor.

According to the Korea Duty Free Shops Association, sales of fashion at duty-free shops in the first quarter jumped 30 percent while sale of shoes also increased 25 percent. Korean street bands and international brands are driving much of the growth.

The price of domestic fashion brands items range from $100 to $300. Shinsegae believes that competitive pricing and distinct designs will capture international consumers.

Shinsegae also plans to introduce foreign street brands. The list includes Ed Hardy, a U.S. name widely known for its colorful tattoo prints, and Merimies, a Thai designer bag brand. Feiyue, a U.S. sneaker brand, is also featured at the Shinsegae store.

“Duty-free is the heart and the door to the global trend,” said a spokesperson for Shinsegae Duty Free. “Consumers around the world are able to encounter the trendiest K-fashion brands and their products, and domestic brands will earn competitiveness in the market to become global brands.”

Increasing the exposure of Korean fashion to an international audience will contribute to the growing foreign interest in Korean products and help broaden from cosmetics, according to an industry insider.

BY JIN MIN-JI [jin.minji@joongang.co.kr]