A venue for music listening in Lotte Department Store Jamsil (Image courtesy of Lotte Department Store) SEOUL, Jul. 2 (Korea Bizwire) – In a bid to differentiate themselves from online shopping platforms, South Korean department stores are undergoing significant transformations, focusing on experiential retail, premium offerings, and attracting younger consumers. At the Lotte Department Store in Jamsil, Seoul, the 10th floor audio section now boasts three listening rooms.
Global audio brands Geneva and JBL Luxury, which entered the store earlier this month, each have their own listening rooms. Bowers & Wilkins, which arrived in December, also features a dedicated space. Together, these three brands occupy a premium audio complex spanning approximately 330 square meters, allowing customers to experience high-end sound systems in home-like environments.
The trend extends beyond audio equipment. Last September, dozens of eager shoppers lined up 90 minutes before opening time at the Shinsegae Department Store in Gangnam, Seoul. The excitement was for the debut of Emis, a rising fashion brand popular among young consumers.
The brand’s coveted hats sold out on the first day. According to industry insiders, department stores are prioritizing differentiation from e-commerce platforms. This strategy involves creating experiential spaces and strengthening food and beverage offerings, while also attracting fashion brands that primarily cater to customers in their teens and twenties .