Lotte Homeshopping Opens 'Mobile Fashion Edit Shop' Targeting MZ Generation

[Asia Economy Reporter Cha Min-young] Lotte Homeshopping announced on the 7th that it has opened a mobile fashion edit shop called 'Fashion Hall,' which offers styles to young target fashion brands, aiming to capture the MZ generation.

As mobile shopping grows and the MZ generation establishes itself as a leading force in fashion trends, Lotte Homeshopping planned a fashion specialty hall reflecting their consumption patterns. According to Nielsen Korea's 'Shopping App Usage Status by Age Group,' the usage rate of curated malls was particularly high among those in their teens and twenties as of the fourth quarter of last year.

Through this Fashion Hall, Lotte Homeshopping will showcase about 100 brands and over 3,000 products weekly, covering clothing, accessories, and beauty. They put young casual brands, differentiated from TV home shopping, at the forefront and naturally expose Lotte Homeshopping exclusive fashion brands.

Additionally, they differentiated the format from existing shopping malls by adding product descriptions based on storytelling to pictorial images, similar to viewing fashion magazines or card news. They also offer emotional content such as style suggestions for different situations, items worn by female leads in dramas, and product planner (MD) review videos.

They sell a variety of fashion and beauty brands favored by young people, including the women's casual brand 'Dab' advocating girls' looks, premium leather jacket brand 'Noir Larmes,' popular domestic designer brand 'Bunk' known for practical handbags, and color cosmetics brand 'Rom&' launched by beauty creator Min Saerom. They also classify styles into four major categories?'Street Look,' representing the MZ generation, as well as 'Trendy Look,' 'Daily Look,' and 'Point Look'?and suggest brands accordingly.

In the future, they plan to present differentiated content such as styling tips using popular brands selected through customer voting and showcasing the product planning process in 'short-form' (short video) format.

Yoon Ji-hwan, head of Lotte Homeshopping's e-fashion division, said, "We have opened a mobile fashion edit shop reflecting the purchasing tendencies of the MZ generation, who are emerging as major players in mobile shopping. We plan to expand the range of product choices to allow various matches by item and introduce differentiated content to increase the influx of young customers."

This content was produced with the assistance of AI translation services.