Nike Opens Korea’s first ‘Style Hongdae
Nike is the first in the world to open a store aimed at 'Gen Z' (born in the mid-1990s to early 2000s) in Korea. As the domestic digital retail market is rapidly evolving, it is planning to establish a global strategy using Korean consumers in their teens and 20s who are sensitive to fashion as a test bed.
Nike announced on the 14th that it would open the 'Nike Style Hongdae' in Mapo-gu, Seoul on the 15th. Nike Style is a concept store that has expanded from an existing sports brand to a lifestyle, and will be introduced for the first time in Korea. Generation Z, the future 'big hand', is the main target customer base. “Generation Z is the most creative and self-expression generation,” said a Nike official.
The store has a total of three floors, and the composition aimed at Generation Z stands out. First, in line with the genderless trend, the concept of gender is broken down and the women and men zones are integrated and operated. Instead of displaying products based on size or fit, it allows products to be selected according to individual preferences.
There is also a studio where consumers can take pictures of themselves in the store and create content through the decorating function. As a result of receiving reservations for studio use by the 20th, all time slots were closed in one day, drawing attention. Digital mannequins transmitted through a large screen show various styles. There is also a space where you can customize (custom-made) the way you want after purchasing the product. At the 'SNKRS Lounge', an exclusive space for Nike Sneakers members, sneaker cleaning service and drinks are provided free of charge.
Nike has recently entered the metaverse platform ZEPETO, increasing its contact with Generation Z. A fashion industry official said, "The customer base in their early teens and early 20s, who are exposed to various fashion brands and have distinct personalities, is less loyal to Nike than the older generation." "This is a move to secure future customer base."
Source : Mi-jin Shin, SE Daily (July 2022)