Shinsegae Department Store said on the 17th it will hold a "baby fair" at all stores through the 30th, showcasing products and content related to childbirth and childcare. More than 50 children's brands will participate, offering discounts of up to 40% on key items and selling new releases and Shinsegae-exclusive products.
Shinsegae Department Store put premium childcare goods and exclusive products front and center. It will exclusively sell Shinsegae's "Urban Olive," a popular color of Britax's car seat "Dual Fix Pro Lux Infant." Cybex's new stroller "Libelle" will debut in the Busan region at Centum City, and the baby carrier brand Artipoppe's new "Zeitgeist W Electra" will also be sold.
Stroller and car seat brands including Silver Cross, Egg, and Able will also participate. A relay pop-up focused on kids' brands gaining attention on social media (SNS) will run. Lumiplanet will operate a pop-up at the Gangnam store through the 20th, Silver Cross will do so at Centum City through the same day, and Noriter Project will do so at Daegu Shinsegae through the 23rd.
Another feature is expanding the children's consumption area beyond product sales. Via Shinsegae, Shinsegae Department Store's premium travel platform, will showcase "Disney Cruise" packages departing in Oct. Onboard programming is designed so guests can enjoy Disney characters, performances, and activities, targeting family travel demand with children.
Shinsegae Department Store is also running a membership program to secure kids customers over the long term. For customers who join the kids membership at Daegu Shinsegae, Gwangju Shinsegae, South City, Gimhae, and Cheonan Asan, the retailer provides up to 8% rewards on children's-category purchases along with information on related events and benefits.
During the event, Shinsegae Members who make same-day purchases of 300,000, 600,000, 1 million, or 2 million won or more in the children's fashion and accessories categories with a Shinsegae co-branded card will receive Shinsegae gift certificates worth 30,000, 60,000, 100,000, or 200,000 won, respectively. Some brands are excluded.
Sun Hyun-woo, head of fashion at Shinsegae Department Store, said, "As the number of newborns increases, we expect new vitality to emerge in the children's market," adding, "Through the largest-ever baby fair, we will present everything from products needed for childcare to a variety of content families can enjoy together."