In September of last year, Lotte Department Store conducted a’home styling consulting’ service at its Euljiro main store and Jamsil store for 6 weeks. It is an advisory service to decorate furniture and appliances to suit your budget and your own style, and reservations for consulting (140 cases) scheduled in two days were closed early. It is a’case’ that proved that’living’ was a good product of department stores as well as luxury goods in the’corona era’. Lotte Department Store decided to conduct home styling consulting, which was a pilot project, from the 5th.
The global furniture and interior market is directly hit by the novel coronavirus infection (Corona 19). This is due to a decrease in disposable income due to unemployment. For IKEA alone, last year’s operating profit fell 34.5% year-on-year to just 1.1 billion euros. It is the lowest in the last 10 years.
Domestic is a contrast. The living industry is enjoying an unprecedented boom. Furniture companies such as Hyundai Livart and Hanssem recorded the highest performance in history last year. Department stores and hypermarkets are looking for new ways of living in living instead of fashion lost to e-commerce.
‘Home Styling Service’, which Lotte Department Store starts at its main store, is a collaboration with 4 experts, including a famous consultant called the new in organizing storage, an overseas luxury designer, a drama set professional stylist, and a popular YouTuber in the home styling field. It will be done.
After purchasing the product, the consulting fee, which lasts for about an hour, is returned. An official at Lotte Department Store explained that “48% of the 140 cases conducted during the trial service were customers in their twenties and early thirties.” “It was confirmed that even single-person households, including newlyweds, are interested in home decor.”
Experts diagnose this phenomenon as a kind of expansion of a private bubble. As’Zipcock’ is prolonged due to Corona 19, there is an increasing demand to implement their own space in the house.
The Hyundai Seoul, which opened in Yeouido on the 26th of last month, decorated the 4th floor with’Detectors Archive’, a living curation containing the latest trends. In this approximately 600m2 space,’Inomessa’, a Nordic style furniture editing shop,’Archtype x Chapter 1′, an editing shop that showcases trendy lifestyle furniture and accessories from up-and-coming designers, and Hyundai Department Store’s own self-run. There are stores such as’HBYH’, a lifestyle editing store.
Shinsegae is a department store that recognized Living as a new food. In September last year, it started the’Living Concierge’ service.
Through the renewal of Times Square, a building has been transformed into a living hall. Each floor is composed of about 1,500 pyeong by grafting the concept of an apartment, which is Korea’s representative residential form. It is a concept of living by looking at furniture, home appliances, and interior accessories decorated like a real home. This is why interior specialized platforms such as’Today’s House’ are gaining popularity.
Hypermarkets are also strengthening the living sector. E-Mart renewed 14 household goods stores including Suncheon, Seogwipo, Chilseong, Sindorim, and Jeju in April of last year, starting with E-Mart’s Gangneung branch, and reborn as’at HOME’. After the renewal of Athome, earnings have increased significantly. After the renewal opening of the Athome store, it was estimated that sales increased by more than 15% on average.
Lotte Mart opened a’Korean Home Center’ store with an operating area of 724m2 in the relay store last December. It is an experimental store targeting the demand for’self-interior’. A Lotte Mart official said, “Last year, the size of the domestic interior market reached 41.5 trillion won, which is more than doubled from 10 years ago. The increase in the number of households than in the past due to the increase in small households is also the reason for the growth of home The cause” he said.
Reporter Park Donghui [email protected]