On the afternoon of 3rd, at Seongsu-dong in Seoul, although the beginning of spring was marked by the arrival of the first day of spring, the temperature dropped sharply, causing the streets to be quiet. However, inside the Brandy Melville flagship store, which opened last month, there was no space to stand due to the bustling crowd. The brand is garnering attention among Generation Z (those born after 2000).
Brandy Melville is an Italian brand famous for being worn by BLACKPINK's Jennie, a K-pop idol. It gained popularity in the U.S. and elsewhere with its 'one size' policy, offering only a single size. The Seongsu-dong location is a standalone three-story building where people picking clothes on the first floor lined up for the fitting room on the second floor. Some store employees were seen struggling with Korean and serving customers in English.
In Seongsu-dong, located in the Seongdong District of Seoul, known as the 'mecca of pop-up stores,' major domestic and international fashion brands are consecutively opening flagship stores. Instead of operating temporary stores for a short period, they are establishing symbolic stores that emphasize brand identity. A flagship store is a prime store operated to represent the brand's identity and provide a unique customer experience.
For example, Handsome signed an exclusive distribution agreement with the U.S. street fashion brand Kith and opened its first domestic flagship store in Seongsu-dong last May. This marks the fifth global store after locations in Toronto, London, Paris, and Tokyo.
New Balance, operated by Eland World, also opened a 228-pyeong flagship store in Seongsu-dong last October. At the New Balance Seongsu flagship store, customers can find the 'MADE' premium label products in the largest scale in the country. Exclusive products are also available for purchase. In Seongsu-dong, there are also flagship stores for Beaker, Samsung C&T's fashion division, and stores operated by Ader Error and Musinsa.
Adidas plans to open its first flagship store near the Dior flagship in Seongsu-dong soon. The beauty brand 'SHIRO,' known among the MZ generation as the 'Japanese version of Tamberines,' is also set to open its first flagship store soon.
Fashion brands are focusing on Seongsu-dong because it has established itself as a 'hip neighborhood.' Last year, Seongsu-dong ranked 4th among the '38 coolest neighborhoods in the world' selected by the British travel magazine 'Time Out.' As the reputation of the neighborhood has risen, it has shifted from being a venue for distinctive local brands to a testing ground for both domestic and international famous brands.
In particular, after luxury brands like Dior opened flagship stores in Seongsu-dong, the area has emerged as a hotspot for foreign tourists. According to the Korea Tourism Organization, the number of foreign tourists visiting Korea last year reached 16.33 million, a 48% increase from the previous year (10.99 million). Based on the proportion of foreign tourists visiting in 2023, Seongsu-dong accounted for 13.5%, significantly up from 1.9% the previous year.
The trend shift from pop-ups to flagship stores reflects sustainability and the rising value of Seongsu-dong. Corporations are aiming for long-term foothold. While pop-up stores are effective for short-term issues, they operate only for a limited time, making deep brand storytelling difficult. In contrast, flagship stores are used as spaces where brands can continually convey their philosophy.
A fashion industry representative noted, 'Seongsu-dong has established itself as a representative trend hub that attracts not only young people but also foreign tourists,' and added, 'Having confirmed the growth potential of brands through pop-up stores, there is now an active movement to operate formal stores as a long-term strategy to secure loyal customers.'