Americans fall in love with Korean fashion, Gentle Monster opens into high-end department stores Recently, Nordstrom, a

Americans fall in love with Korean fashion, Gentle Monster opens into high-end department stores Recently, Nordstrom, a high-end department store in the United States, is going to do a pop-up store for a Korean brand, and the first partner is the eyewear brand Gentle Monster. Nordstrom's concept for a pop-up store began in 2013 and has been working with brands such as Aesop, Warby Parker, Vans, HAY, Alexander Wang and Nike.

On January 6, Gentle Monster's pop-up store was opened. In the future, Nordstrom will introduce Korean cosmetics brands and fashion brands to the pop-up store in February and March, and will launch it in 13 stores in Seattle, Los Angeles and Chicago, as well as the "pop-up store" on its e-commerce channel.

Inside, Gentle Monster will display 40 pairs of men's and women's frames, as well as 6 pairs of glasses made specifically for the pop-up store. The space was created by both parties, with Olivia Kim, vice president of creative projects at Nordstrom, in charge. "Because I'm Korean, I'm obsessed with Korean things.

And Korean fashion is developing rapidly, and if you really care about fashion, it's really hard for you to ignore the power and youth spirit of Korean fashion and the explosion from Korean Fashion Week. Olivia Kim said. She also said that the two parties wanted to design a unique store, which included experimenting with a mix of materials such as knitted walls and chiffon-quality curtains.

For Gentle Monster, the d茅cor of the pop-up store is an extension of its Quantum Project. Project Quantum asked Gentle Monster to change the spatial theme of some of its stores every 25 days, collaborating with artists and brands. "This can highlight the FAST SPACE, which changes every 25 days, to show the new evolution of the commercial space." This is stated on the official website of Gentle Monster. At present, "Quantum Project" has been working for 36 episodes, and in May last year, it redesigned its flagship store in New York to redesign an underwater world inspired by the movie "Blue Sea and Blue Sky" and continued to decorate it for 3 months.

In addition, a VR installation will be made in the Nordstrom pop-up store, which will allow customers to experience Gentle Monster's flagship stores in Seoul and Shanghai. "The retail channel is very interested in working with VR installations, which is also a challenge for us." Olivia Kim said.

In addition to adding freshness to Nordstrom's shopping experience, she believes that the ever-changing pop-up store is also a way to quickly test the market in order to see how consumers react to new products and to know the potential for product sales. "Through Nordstrom's space and design, we can reach Nordstrom's consumers.

Even though we're already in some of Nordstrom's stores, the pop-up store allows us to connect with consumers more creatively and introduce ourselves in new ways. Taye Yun, Vice President of Gentle Monster in the North American market, said.

Olivia Kim also said that the decision to have Nordstrom do the showcasing of Korean brands was partly influenced by Opening Ceremony's introduction of Korean cosmetics brands. In November last year, boutique-based outlet Opening Ceremony launched cosmetics for the first time, introducing a total of 28 cosmetics from seven Korean brands, including Manefit, Son & Park and Too Cool For School, and highlighting the sheet masks that are popular in the Asian market.

It's not just Opening Ceremony that is interested in Korean cosmetics. On January 9, the second-largest supermarket in the United States also announced that it would introduce 13 Korean cosmetics, and brought in Alicia Yoon, the founder of Peach & Lily, which specializes in Korean cosmetics in the United States. It seems that Korean fashion and Korean cosmetics are going to become more and more present.

Slice.