SOUTH KOREA: SHILLA I’PARK DUTY FREE


Shilla I’Park Duty Free sets $950m sales target


Shilla I’Park Duty Free has launched a major reorganisation of its perfume and cosmetics zone as it ramps up sales forecasts this year, as David Hayes finds out.


T


otalling 60,000 sq m, Shilla I’Park Duty Free is South Korea’s largest downtown


duty free shop. It is owned by HDC Shilla Duty Free Shop, a joint venture created by global construction company HDC Group and conglomerate Hotel Shilla. Shilla I’Park occupies five floors


[three to seven] in Yongsan District’s huge I’Park shopping mall and entertainment complex, with each of the floors covering around 12,000 sq m. It has a single main entrance on the


third floor opposite Yongsan station, which is served by the no. 1 subway line, local rail services and the national KTX high-speed rail service. The store’s large international


cosmetics collection is displayed on the third floor along with leading South Korean cosmetics brands. The shop’s third floor watches


corner features 12 watches boutiques, including several multi- brand outlets.


P&C upgrade Luxury fashion is displayed on the fourth floor – along with several luxury watches brands – while the fifth floor displays luxury fashion, jewellery, fashion watches and


MAY 2018


accessories, including sunglasses. South Korean cosmetics and


fashion are displayed on the sixth floor, while Korean speciality goods are on the seventh floor. Shilla I’Park is undertaking


an upgrade of its perfume and cosmetics area, including expanding the store’s collection of medium- and high-end Japanese cosmetics brands. Invariably, this is aimed at boosting sales of the company’s major duty free category. “There are a lot of changes on our


main entrance entry floor,” says a Shilla I’Park spokesperson. “The perfume area near our


watches corner has been widened and redecorated. We had a small fragrance area before but now it has doubled in size. We have brought in perfumes from brands’ own display areas. “We focus a lot on this perfume


zone and the surrounding area as major beauty brands are already positioned around the walls on this floor. “We try to be different to other


duty free shops in this display area.” To accommodate the changes,


Shilla I’Park has shifted some brands around and enlarged its perfume display. Moreover, it has


launched a new Japanese cosmetics ‘J-Zone’, which is popular with Chinese customers. The zone aims to build on growing online J-Zone cosmetics sales with a store presence, with a big assortment set to trial this summer. Among recent additions to the


J-Zone, Shilla I’Park unveiled a new Japanese Cezanne make-up display in March after bringing in the Dr Ci:Labo skincare range in November.


I’Park hits $740m Another recent arrival is RMK make- up, which launched its display in a position close to the store’s main entrance at the end of 2017 after the display area occupied by South Korean brand Innisfree was divided in half to create space. Brands that exited the store in


view of the J-Zone enlargement were included Mustela and Revlon, although the brands continue to feature among Shilla I’Park’s


Shilla I’Park Duty Free has launched a new Japanese cosmetics ‘J-Zone’, which is popular with Chinese customers.


TRBusiness TRBUSINESS 101


Above: Korean brands continue to prove popular with Chinese customers.


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