SOUTH KOREA: SHILLA I’PARK DUTY FREE
Imported beaty brands generate approximately 55% of overall fragrance and cosmetics revenue at Shilla I’Park.
up shop displays are also important in promoting cosmetics and other products.
The spokesperson says
the store has a circular promotions space situated prominently by the main entrance. “We have an annual promotion
plan for this zone, we run a trial, if the product or brand is successful we keep it,” says the spokesperson. “In January our promotion
brand was Jamie & Bell, a Hong Kong jewellery brand pop-up shop targeting Chinese customers.” Elsewhere instore, Shilla I’Park
operates an 18 sq m pop-up zone promoting beauty brands located in front of the fourth floor escalators. “A lot of brands want to be on
our fourth floor luxury area, we are incubating new quality brands there,” the spokesperson reveals. “When we launch pop-up brands
we invite VIPs and other guests. We prepare free gifts and send out brand launch invitations by SMS.” Shilla I’Park is currently promoting
Santa Maria Novella skincare, Eve Lom and Nature Bissé. Other
“We have set a target for 2018 of $350 million for online shopping. Our total sales target this year is $950 million, a +27% increase. We expect 80% of our sales will be perfume and cosmetics.”
Spokesperson, Shilla I’Park Duty Free
104 TRBUSINESS
cosmetics brands that have staged successful pop-up promotions include South Korean facemask manufacturer Celderma, which opened on the fourth floor in 2017. The opening is the brand’s first
in South Korea having previously sold exclusively online and via TV shopping, according to the spokesperson. As part of the Celderma promotion, Shilla I’Park invited a Chinese influencer to present a live show from the store using a smartphone on China’s Mei Pai video sharing service. “We invited influencers to our
shop and gave Celderma a chance to advertise their products on a live show,” says the spokesperson. “They can advertise in China and their sales are getting higher.”
‘K-Sports Zone’ Elsewhere, several changes have been made to the fifth floor luxury fashion collection that includes the opening of Boy London, a South Korean fashion brand boutique. “We are trying to build a good
fashion collection, not only luxury brands but casual fashion brands,” continues the spokesperson. As part of the plans, Shilla I’Park
plans to open a ‘K-Sports Zone’ in one of the fourth floor temporary event halls, which the firm claims no other duty free shop in Seoul is doing at present. “Fila, which now is South Korean owned, and Discovery, another
South Korean brand, will be in there,” adds the spokesperson. “We will try to put more sports brands in there later.” Although Chinese customers still
focus on South Korean perfume and cosmetics, a growing number are buying South Korean fashion items as well. “Our South Korean fashion sales
had a +150% (one-and-a-half times) increase last year,” explains the spokesperson excitedly. “That’s why we try to diversify our
South Korean products – it’s not easy to increase South Korean cosmetics because of the production shortage, so we are doing South Korean fashion and our K-Sports zone.” Shilla I’Park’s sixth floor South Korean cosmetics and fashion brands collection is being expanded to accommodate new duty free shopping trends. “Many small South Korean
skincare and make-up brands are coming in and going out,” says the spokesperson. “Facial masks products are still strong for South Korean brands: they sell a lot.” One South Korean facemask
brand, JMS Solution, is to open on the sixth floor in the near future. “JMS Solution is a mask brand that
is very popular with [the] Chinese but not well known here in South Korea,” remarks the spokesperson. “We are opening a JMS Solution
shop; two other downtown duty free shops in Seoul are doing so as well. «
MAY 2018
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164
