SOUTH KOREA REPORT: HDC SHILLA
Luxury fashion brands are displayed on the fourth floor along with several luxury watch brands, while the fifth floor displays luxury fashion, jewellery, fashion watches & accessories, including sunglasses. South Korean cosmetics and
fashion are sold on the sixth floor while Korean speciality goods are on the seventh floor. Shilla aptly chose a luxurious
golden palette for the interior of its downtown store, with bright lighting in all retail areas. “We have used champagne
gold to give a sense of luxury and ivory colour marble floors,” the spokesman explained. “The store interior design is inspired by nature – the ceiling design is inspired by water, by flowing water and droplets. “There is also a lot of wood
panelling and fixtures, and spotlighting on the sales areas.” FIT and group tour customers all
use the same main entrance and a designated parking area is provided for group tour coaches. “Our third floor entrance area
is bigger than in other downtown duty free shops,” the spokesman said. “Our customers say they feel relaxed and comfortable. There are no long queues either. “We have a department store
style floor layout. It’s spacious to walk around and we have luxury boutiques on every floor. “We aim to become the biggest
downtown duty free shop, that’s why we have given each brand enough space. It’s pretty luxurious here. This is a premium luxury shopping space.”
cosmetics brands among Shilla I’Park’s Chinese customers are YSL, Giorgio Armani and Estée Lauder, whereas the top three international brands among South Korean customers are YSL, Estée Lauder and Dior. “South Korean cosmetic brand
sales are bigger than international brands,” the spokesman remarked. “The perfume & cosmetics share
of our total sales is increasing. Chinese customers like South Korean and international cosmetics, so sales are growing. “[In fact] the whole market was
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increasing, until the THAAD missile issue happened.” Recent additions to Shilla I’Park’s
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international cosmetics collection include Primera – from South Korea beauty giant AmorePacific – aimed at women in their 20s and 30s, which was first introduced in mid-March to replace a temporary cosmetics pop-up shop. Exclusive local cosmetics products
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on display include a number of items from South Korea’s Olive Young, which is especially popular with ‘young women’, says the source. This is particularly apt seeing as most of Shilla I’Park’s customers are female, he said. “Olive Young has introduced a
Also inside
“The perfume & cosmetics share of our total sales is increasing. Chinese customers like South Korean and international cosmetics, so sales are growing. [In fact] the whole market was increasing, until the THAAD missile issue happened.”
HDC Shilla spokesman
May 2017 20
YEARS 1997-2017
to Shilla I’Park in the South Korean duty free market. “Our South Korean customers are young ladies in their 20s and 30s. In fact, 70% of our total Shilla I’Park store customers are young ladies,” the spokesman said. As previously mentioned, Chinese
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visitors account for a large share of sales at present, both online and offline, and about 80% of the company’s customers are Chinese.
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LAGARDÈRE IN ROME | ACI CONFERENCES’ REVIEW | LOTTE DUTY FREE | DFS GROUP SHILLA | SUNRISE | EVER RICH | CHANGI AIRPORT | SINGAPORE CRUISE CENTRE | CHINA DUTY FREE | INCHEON AIRPORT | HDC SHILLA | HANWHA GALLERIA | SM DUTY FREE WILLIAM GRANT & SONS | PERNOD RICARD | BROWN-FORMAN | BEAM SUNTORY | BACARDI BEAUTY IN ASIA REPORT | COTY’S PHILIPPE MARGUERITTE | PEOPLE NEWS | NOW & THEN
Female K-culture fans “They are a very mixed crowd nowadays and there are more young, highly-educated FIT tourists. Some of them are very rich. “Most are ladies who like K-culture
songs, entertainers and they like to travel. We do not see young Chinese men’s tour groups here.” Online sales have been fast to
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body lotion, body wash and hand products using Binggrae’s [a dairy company] banana milk. “This is popular with Korean and Chinese customers and is exclusive
develop since Shilla I’Park launched its website, which is available in Korean and Chinese, last May. “Online sales are big and represent
almost 40% of our sales,” the spokesman said. “We opened our
P&C: 60% of total revenue Perfume and cosmetics are the main items purchased in Shilla I’Park accounting for more than 60% of total revenue. Interestingly, about half of all cosmetics purchased are bought online, the spokesman noted. Similar to other retailers in
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South Korea, Shilla I’Park’s top three South Korean cosmetics brands are The History of Whoo, Sulwhasoo and Su:m37, which are popular with South Korean and Chinese customers. The top three international
MAY 2017
Burberry opened on Shilla I’Park’s fourth floor in February this year. TRBUSINESS 113
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