Shinsegae Duty Free said on the 18th that it is seeing benefits in attracting global customers and boosting sales through KIMHEKIM, a Korean designer brand that opened on the eighth floor of the Myeongdong store in July last year.
KIMHEKIM is a brand that has expressed "elegant Korean luxury" based on a feminine sensibility using ribbon and pearl details. With designs that add sculptural beauty inspired by traditional hanbok, restrained silhouettes, and couture-level details, it has drawn attention in the fashion world at home and abroad.
Designer Kim In-tae, who leads the brand, studied in Paris, France, and gained on-site experience there, absorbing craftsmanship. Building on that, the brand launched in 2016. The brand name also reflects identity, inspired by the designer's clan origin, Gaya Kim (Gimhae Kim). In 2019, the designer was listed as the youngest full member in Korea of the Fédération de la Haute Couture et de la Mode in Paris, France, and has since expanded the brand's presence by unveiling collections each season on the Paris Fashion Week stage.
With the duty-free shop opening as a starting point, KIMHEKIM is expanding its customer base from Asia to tourists from the Americas and Europe. The brand is also pursuing a strategy to raise awareness through global fashion platforms centered on Paris Fashion Week, overseas media, and visual content based on social media.
Sales metrics are also positive. According to Shinsegae Duty Free's tally, KIMHEKIM posted double-digit growth every month from July, when it opened, through December last year. In particular, in December, when year-end demand was concentrated, sales surged 90% from the previous month, drawing a steep upward curve.
By category, outerwear sales rose 130%, showing the largest increase, and eyewear climbed 80%. The pearl-embellished jacket and sunglasses, considered items that symbolize the brand, continued to see strong demand.
The customer mix also stands out. Individual traveler (FIT) sales accounted for about 60% of the total. Notably, among foreign customers visiting the Myeongdong store, visitors from Asia, including China, Japan, and Southeast Asia, made up about 80%, indicating that interest in K-fashion is translating into actual purchases.
A Shinsegae Duty Free official said, "KIMHEKIM is a representative example that shows the competitiveness of K-fashion reflecting global trends," adding, "Shinsegae Duty Free will work to strengthen its role as a 'discovery-style fashion showroom' that introduces Korean fashion trends to global customers."