ON THE RISE IN KOREA: DOOTA DUTY FREE Doota Duty Free to introduce new store layout


Doota Duty Free, a division of the diversified Doosan Corporation, tells David Hayes that the company is planning to introduce a new shop layout that will make the most of its best-performing perfume, cosmetics and fashion brands.


D


oota Duty Free says it plans to reposition its top-selling


perfume,


cosmetics and fashion categories on connecting lower floor levels, for greater customer convenience at the company’s new Seoul downtown shop. Planned to begin this year and take


about 12 months to complete, work to reconfigure the store’s layout will include converting the current lobby entrance into a luxury retail area, creating space for much-needed new fashion and jewellery boutiques. “We are planning to open more


luxury boutiques this year including first as well as second-tier brands,” a Doota Duty Free spokesman told David Hayes in South Korea. The store, which opened in May


2016, is South Korea’s ‘first’ late night duty free shop serving customers until midnight. The company’s downtown


store occupies an impressive 16,800sq m of retail space on floors seven to 17 in the Doosan Corporation’s 33-storey Doosan Tower headquarters building in Seoul’s eastern Dongdaemun night- time tourist shopping district. “We are just beginning in duty


free retailing, but we have operated our own Doota Mall for 20 years and we are [already] liked by Chinese customers,” the spokesman said. “We are not a newcomer to


Dongdaemun’s foreign visitors. We have welcomed Chinese customers for a long time.” In addition to Doota Duty Free,


Doota Mall which features fashion outlets and shops aimed at young people, occupies the basement to the sixth floor in the Doosan Tower retail and office complex, while Doosan Corporation’s offices occupy the upper floors. “Our Doota Duty Free store


targets young and trendy people; mostly South Korean


JULY 2017


Doota Duty Free claims to have opened South Korea's 'first' late-night duty free shop.


and Chinese customers, but lots of other nationalities too as the Dongdaemun area has night time shopping,” the Doota Duty Free spokesman explained. Currently, luxury boutiques are


located on level D5, while fashion and accessories are on level D6, and South Korean fashion on level D7. South Korean cosmetics brands


and beauty products are displayed on level D8, while level D9 displays South Korean food and electronics products, children’s items, liquor, tobacco and some other items. Doota Duty Free claims to be


the only downtown duty free store in Seoul with a whole floor exclusively dedicated to watches and jewellery items.


Korean beauty brands Meanwhile, 12 months after the store’s opening Doota Duty Free is preparing to launch a major shop reorganisation programme that will take about one year to complete and will involve relocating brands and categories to different floors, in order to provide customers with ‘a more convenient shopping experience’. First to relocate will be the South


Korean beauty products which are scheduled to move to the 6th floor (D6) by about the beginning of July.


Fashion and accessories products that currently occupy floor D6 will then move to the 4th floor (D4) where some local fashion brands are currently being displayed in temporary outlets and fixtures. Meanwhile, Doota Duty Free is


targeting overseas customers with a series of promotions including discount vouchers given with purchases, that increase in value according to the amount spent. Some marketing events, the


spokesman noted, are run in cooperation with other retailers in Dongdaemun’s shopping district where the government is supporting efforts to regenerate the former wholesale market area and develop modern retail, entertainment and other attractions that appeal to foreign visitors and local residents. “This is a target district for Chinese


customers,” added the spokesman. “We have invited lots of influential Chinese bloggers to write about the Dongdaemun area and our shop.” «


“Our Doota Duty Free store targets young and trendy people; mostly South Korean and Chinese customers, but lots of other nationalities too, as the Dongdaemun area has night time shopping.”


Doota Duty Free spokesman TRBUSINESS 23


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