Hyundai targets the 30‑ to 40‑year‑olds as its core demographic, strengthening its image through interiors and F&B, electronics, and other new‑age trends. As of July, Hyundai’s sales share from the 30‑s was 31.6 %, the highest among department stores; the 20‑s accounted for 10.4 %. Shinsegae positions the high‑income 40‑ to 60‑year‑olds as its core segment and captured 29.6 % of sales. Lotte’s sales are split evenly, with the 30‑ to 50‑year‑olds each contributing 25 %.
These age‑group differences reflect each company’s store strategy and product mix. Hyundai focuses on major outlets in Seoul and Gyeonggi, emphasizing pop‑up stores and food & beverage to attract new‑age shoppers. Shinsegae emphasizes luxury and high‑end fashion, achieving a higher sales share (15.9 %) among the 60‑plus demographic than Hyundai (11.3 %). Lotte secures a broad national network and extensive store footprint, capturing families and middle‑aged customers.
Hyundai recently introduced “현백코어” popular with the MZ generation to create a comfortable, contemporary image; Shinsegae promoted “신세계코어” to emphasize its VVIP brand. Lotte used the Blackpink Jenny as an advertising model, aiming for a familiar yet stylish aesthetic.
The article emphasized that each department store’s distinct age‑group and consumer profile clearly distinguish them, underscoring that they have built different brand positioning. Major stores are expanding their premium service and product range aimed at high‑spending customers with a VIP strategy.
— Ryu Eun-hyeok, reporter (ehryu@hankyung.com)