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HDC Shilla Duty Free launches summer promotions based on key sales data

HDC Shilla Duty Free Summer Promotion News Retail - Retail in Asia

HDC Shilla Duty Free has unveiled a number of luxury fashion and cosmetics promotions at Shilla IPark duty free in light of analysis of sales data by nationality.

The company, a joint venture between Hotel Shilla and Hyundai Development Company, reported that domestic and Japanese customers mainly purchase luxury fashion items, while Chinese and Southeast Asian shoppers predominantly buy cosmetics.

The data was based on sales at Shilla IPark duty free between 1 and 25 May.

SEE ALSO: The Shilla Duty Free and AmorePacific launch pop-up ‘Beauty Truck’

HDC Shilla noted that domestic and Japanese customers meticulously considered price and shopping benefits before making a purchase. “They compare shopping benefits such as price, prepaid cards, and reserves carefully, rather than purchasing expensive luxury goods directly,” said a company spokesperson. “This is especially marked in the summer season.”

HDC Shilla said the fact that Chinese and Southeast Asian customers put the greatest weight on cosmetics purchases reflected their “special interest in Korean beauty know-how”. The retailer noted that 65% of Chinese customers and 68% of Southeast Asian customers who purchased cosmetics bought items that help moisturise the skin, or improve wrinkles and whiteness.

SEE ALSO: Sales at Korean duty-free shops inch up

Koreans are interested in beauty secrets that emphasise the skin’s basic stamina as much as make-up, and the necessity of care for expressing healthy and smooth skin in summer, where temperature and humidity are high, act as purchasing factors,” it said.

The promotions at Shilla IPark duty free include the ‘I Love Summer Sale’. It offers up to a -70% discount on brands such as Max Mara, Sherbo, Coach and Vivienne Westwood. All purchasers are given the opportunity to participate in a scratch card event.

Additionally, the retailer is offering prepaid cards with purchases of cosmetics over a certain amount. These can be redeemed online.
Shilla IPark duty free will also feature lipstick exhibitions, DJ parties and make-up shows as part of the summer activities.