Shoppers continue to flock to high-end department stores for “open-run” sprees—where customers rush into stores as soon as they open—despite South Korea’s National Assembly passing a motion to impeach the president.
At Shinsegae Department Store’s Gangnam branch, customers sprint to the 10th floor. At Hyundai Department Store’s Apgujeong location, they make a beeline for the basement level two, and in Pangyo, they rush to the fifth floor. Surprisingly, they are not chasing after luxury brands like Hermès, Louis Vuitton, or Chanel, nor are they seeking trendy desserts.
According to the retail industry on Dec. 16, their target is specific: luxury children’s clothing, especially the largest available sizes. Store staff noted that clothing designed for preteens—typically 13- or 14-year-olds—has been flying off the shelves. But these purchases aren’t for kids. They are part of a savvy shopping trend among adults, particularly women with smaller frames looking for budget-friendly alternatives to adult luxury wear.
One standout product is a reversible poncho from Fendi Kids, emblazoned with the Fendi logo. It bears a near-identical design to the adult version but comes at a notably lower price.
While adult ponchos from Fendi range from approximately $1,250 to $3,100 depending on materials and style, the kids’ version costs $200 to $550 less. For women around 5-foot-3 to 5-foot-5 with slim builds, the shorter length of the kids’ poncho is not an issue and may even feel less cumbersome, according to customer feedback.
Similarly, Moncler Kids sells a New Maya puffer jacket for around $830. Its adult counterpart, the Maya jacket, costs about $1,530. customers who can wear the kids’ version save approximately $700.
Retailers say this trend shows that more people are looking for smart ways to enjoy luxury while spending less.
In the past, bargain-hunters sought deals through overseas online shopping, especially during Black Friday sales in the United States. However, with recent exchange rates making imports less affordable, some consumers are turning their attention to luxury children’s apparel for better deals.
Hyundai Department Store reported a 15% year-over-year increase in purchases by women in their 20s at its kids’ luxury boutiques.
While not all of these purchases are for personal use, store employees suspect many young women are buying for themselves. “They often rush in, ask for the largest sizes, and try the clothes on right there. That’s how we usually figure it’s for them,” said one store employee.
