Fashion brands, struggling to attract customers due to the surge in online shopping, are seeking new avenues by incorporating cafes into their offline stores. They are attempting to transform from simple shopping spaces into complex cultural spaces that provide brand experiences.
Zara Opens 'Zacaffe' in Myeongdong:
Spanish fashion brand Zara will open its own cafe brand, 'Zacaffe,' at the Noon Square branch in Myeongdong this May. First launched in Madrid, Spain, in November of last year, Zacaffe sells coffee, desserts, and goods in a space connected to the Zara store. The Myeongdong Zacaffe is the third store following the Nanjing, China branch, and Zara is also preparing to open a store in Osaka, Japan. A Zara official said, "Myeongdong, the center of shopping and fashion, is popular with both locals and foreigners," and added, "We plan to provide special enjoyment to domestic customers as well as tourists through spaces and menus that capture Korean style and sensibility."
Ralph Lauren's 'Ralph's Coffee' Popular on Garosu-gil:
American brand Ralph Lauren opened 'Ralph's Coffee' on Garosu-gil last September. This is the first time it has been introduced in Korea about 10 years after opening its first store in New York in 2014. Ralph's Coffee promotes itself as 'a place that awakens the unchanging American spirit of the Ralph Lauren brand,' and creates an American atmosphere with green, white, and wood-colored interiors and English menus. It also sells goods with brand identity, such as tumblers, hats, and T-shirts. Since last month, it has been operating a pop-up store at The Hyundai Seoul, continuing its popularity.
Maison Kitsune, Gelato Pique, etc. Expand Cafes:
Maison Kitsune has been expanding its stores to Hyundai Department Store and Shinsegae Department Store since launching 'Cafe Kitsune' on Garosu-gil in 2018. The Centum City branch is so popular that more than 400 teams visit on an average day on weekends. Japanese homeware brand Gelato Pique opened 'Pique Cafe' in its Hannam-dong store last September. It boasts menus comparable to dessert specialty stores, such as crepes and gelato, and harmonizes a comfortable brand image with a relaxing cafe atmosphere. A Gelato Pique official said, "Due to the nature of Hannam-dong, where there are many walking shoppers, customers often visit the cafe to take a break," and added, "It's so popular that all seats are full on weekends."
Fashion Brands Evolve into Complex Cultural Spaces:
A fashion industry official said, "As online shopping becomes more common, fashion brands are trying to differentiate themselves by providing brand experiences and selling goods through cafes," and added, "They are transforming from simple shopping spaces into complex cultural spaces that provide special experiences and enjoyment to customers."
Additional Information:
The Rise of Experiential Retail: The trend of fashion brands incorporating cafes into their stores is part of a broader shift towards experiential retail. In an increasingly digital world, consumers are seeking unique and memorable in-person experiences.
Brand Building and Customer Engagement: Cafes provide fashion brands with an opportunity to enhance brand building and customer engagement. These spaces allow customers to immerse themselves in the brand's aesthetic and lifestyle, fostering a deeper connection.
Diversification of Revenue Streams: In addition to enhancing brand image and customer loyalty, cafes can also serve as a valuable source of revenue for fashion brands.
Social Media and Influencer Culture: The visually appealing nature of cafes and their associated goods makes them highly shareable on social media platforms. Fashion brands are leveraging this trend to increase brand awareness and reach a wider audience.
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