<Anchor> This
is a friendly economic time.
Reporter Han Ji-yeon is also here today (23rd).
Luxury brand Gucci opens a restaurant in Korea?
<Reporter>
Yes, the Gucci store in Itaewon, Seoul will open on the 28th.
It is the 4th Gucci restaurant in the world after Italy, the United States, and Japan. Consumers are very interested when they say that a luxury brand will open a restaurant.
I received online advance reservations from the 16th, but when I tried it myself, it was full by the 15th of the next month when reservations were possible.
As it turned out, a month's worth of reservations for 'Gwangkle' were completed within 20 minutes of starting the application process.
The price of the food has not been decided yet, but when I looked at the prices sold in American stores, the signature menu 'Burger' costs $38 or close to 50,000 won in Korean money.
Even though the dinner course costs a maximum of $330 and our money exceeds 400,000 won, customers are already pouring in.
<Anchor>
It's expensive.
But other than 'Gucci', other luxury brands have already opened food and beverage stores?
<Reporter>
Yes, 'Dior' is the first luxury brand to enter the domestic food and beverage market.
In 2015, I opened a cafe on the 5th floor of the Dior store in Cheongdam-dong, Seoul, and even though a cup of Americano costs 19,000 won and an afternoon tea set for 2 people costs 120,000 won, it has become a popular social media 'certification shot' spot. I did.
Not only Dior but Hermes also run a cafe in Sinsa-dong, Seoul, serving coffee and desserts in expensive Hermes plates and teacups.
Two luxury watch brands have also recently opened stores. In July of last year, IWC opened the world's first cafe in a department store in Seoul, and last month, Breitling opened a store in Itaewon, Seoul, and decorated the second floor as a restaurant. .
In particular, recently, luxury brands and high-end fashion brands have become fashionable to open food and beverage stores.
<Anchor>
If you look at the food and beverage stores of luxury brands that a reporter explains, do you see that there are many cases where they set up food and beverage stores in their own stores rather than providing a separate space?
Any reason?
<Reporter>
Not all of them are like that, but most of them are, and it is a more special store among the stores.
Food and beverage facilities are often presented in flagship stores. The flagship store maximizes the brand's personality and image, and it also sells flagship products and enables the experience economy to experience the brand.
In many cases, not only products but also works of art such as paintings and sculptures are placed to provide a variety of attractions.
It is equipped with food and beverage facilities and stimulates the senses of taste, smell and touch.
It allows you to experience the brand image vividly with the five senses.
In addition, the establishment of food and beverage facilities in luxury brand flagship stores often attracts more attention than stores. By attracting consumers to offline stores, you can secure sales and increase consumer loyalty.
<Anchor>
Why is it that luxury brands that are making huge profits from their clothes and bags are expanding the food and beverage market one after another?
<Reporter>
As you can see, there are often few luxury brand food and beverage stores in the world in Korea, so it is necessary to target Korean consumers who have emerged as major players in the luxury market.
In particular, the MZ generation is the main customer of luxury goods, and it is common to reveal individual lifestyles through SNS.
Not only fashion, but also the experience of going to new and cool places to show off, visitors can see the effect of voluntarily promoting the brand.
In addition, even if expensive luxury goods cannot be easily bought, it is relatively easy to achieve 'small luxury' through meals provided by luxury brands.
This is an opportunity to publicize your brand image.
Experts say that the reason can also be found in terms of the trend cycle. Trends move in the order of clothing, food, and weeks, but the trend cycle of 'clothing life' is short, so from the brand's point of view, expanding business to food and living is to keep the portfolio stable. can be an advantage.
However, selling food and beverages is not easy.
If you operate without elaborate design to see the 'shining effect', it may negatively affect your brand image.