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백화점 3사 11월 매출 실적, 명품·해외·남성 신장… 영·아동은 공통 부진

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백화점 3사의 11월 매출 신장률이 집계됐다. 신세계·롯데 모두 전사 기준 성장 추세를 나타냈다. 현대 패션사업부 역시 플러스 흐름을 유지했다.

핵심 성장 동력은 명품·해외·남성 카테고리로 나타났다. 반면 영패션 및 아동 카테고리는 3사 공통으로 부진해 세대별 소비 온도차가 뚜렷하게 드러났다는 분석이다.

신세계는 전사 14.5%로 3사 중 가장 높은 신장률을 기록했다. 해외 패션이 25.0%로 크게 증가했고, 남성(10.1%), 잡화(6.6%) 등 고가·남성 중심 카테고리가 강세였고, 스트리트(3.8%), 스포츠(2.5%)는 비교적 완만한 증가세를 보였다. 반면 아동은 –7.1%로 감소해 세대 기반 카테고리의 편차가 확인됐다.

롯데는 백화점보다 아울렛 실적이 강했다. 아울렛 전사 신장률은 11.0%로 백화점(5.8%) 대비 두 배 수준이다. 남성(17.3%), 아웃도어(13.6%), 유스컬쳐(SPA포함, 11.1%), 스포츠(11.0%)가 고르게 성장해 레저·캐주얼 수요가 확대된 것으로 파악됐다. 반면 백화점 부문에서는 명품(17.7%)과 남성(6.6%)이 견인했지만, 영디자이너(–2.9%), 영컬쳐(–1.4%)는 역성장을 기록했다.

현대백화점 패션사업부는 11월 0.3%로 소폭 성장에 그쳤다. 클래시(2.6%)와 트렌디(1.7%)는 증가했지만, 유스(캐주얼)는 –4.6%로 감소했다. 반면 아울렛 패션사업부는 5.9%의 성장률을 기록했고 클래시(12.1%), 유스(9.2%), 트렌디(3.0%) 등 대부분 카테고리에서 성장세를 유지했다.

백화점 3사 공통적으로 명품·해외·남성·아웃도어 등 고가 및 남성 중심 카테고리가 성장을 주도한 반면, 영패션·아동 등 젊은 층과 가족 중심 소비 카테고리는 부진한 흐름을 이어간 것으로 나타났다.

유통업계 관계자들은 연말 시즌 본격화로 명품·해외·남성 등 고가 카테고리는 추가 성장 여력이 있다고 판단하면서도, 영·아동 부문은 구조적 소비 축소가 지속되고 있어 별도의 활성화 전략이 필요하다고 진단했다.

결론적으로 11월 백화점 3사의 실적은 고가 소비의 회복력과 세대별 소비 양극화가 공존하는 현 시장 흐름을 그대로 보여주는 결과로 평가된다.

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