Competition in the retail industry intensifies as it targets devoted fandom consumers
The retail industry is rising with IP collaboration products, spaces that capture fandom spending, and sales strategies Check out even the popup store and specialty section trends, and see how retail trends are changing now
The retail industry is expanding products and spaces aimed at consumer groups driven by preferences such as animation, games, and characters. At the SPAO popup store at The Hyundai Seoul in Seoul, visitors flocked in to buy Naruto collaboration products, and this year SPAO's related sales increased by 49% compared with the same period last year.
Department stores and shopping malls are being transformed into IP experiencebased spaces. Mario Outlet opened an IP product exhibition and sales space, and IPARK Mall Yongsan Branch drew visitors by increasing its One Piece, Pokémon, and Demon Slayer popups. Musinsa and Coupang also entered online competition by each unveiling dedicated IP product sections.
Companies see this fandomdriven consumption as leading to new customer acquisition and higher purchase conversion, and are also establishing dedicated teams. Hyundai Department Store, CJ OnStyle, SPAO, and others are operating IP collaboration departments and strengthening product planning in the character, artist, and sports sectors.