"Sold Out a Day's Worth in 1 Hour"...Fashion Companies Rush into Live Commerce

[Asia Economy Reporter Yujin Cho] Domestic fashion companies, experiencing the worst recession in history, are turning their attention to live broadcasting. After starting as a test and seeing related products sell out and gain popularity, they are also considering expanding related channels.

On the 12th, a representative from fashion company The Handsome said, "Sales of SJSJ products introduced through The Handsome.com's YouTube channel live broadcast increased by 45% compared to the previous week, and they remained popular after the broadcast, with some sizes sold out. We conducted it as a test, but it exceeded expectations, so we are internally discussing additional broadcasts on platforms other than YouTube."

The Handsome.com conducted a total of four live broadcasts until the 9th. All the introduced products remained a hot topic even after the broadcasts ended and were listed on The Handsome.com's 'Best Selling' product list.

LF JILLSTUART NEW YORK Men's Live Broadcast Capture

LF's Jill Stuart New York also achieved better-than-expected results through live broadcasting. Sales generated from a one-hour broadcast conducted on Naver Shopping Channel Selective were higher than the average daily sales of offline stores nationwide.

An LF representative said, "The 'Crepe T-shirt,' prepared as a surprise time sale event, sold out all prepared quantities within 5 minutes, and high-priced collaboration products such as the 'Ignasi Monreal Collaboration Line' with the world-renowned Spanish artist recorded sales exceeding offline sales."

On the day of the broadcast, the number of simultaneous viewers reached 9,000, and the video views exceeded 33,000 as of the 10th, showing a strong response. LF is also expanding related channels and developing new content. An LF representative said, "We plan to continuously develop new media channels and content with other brands."

Shinsegae International showcased representative products from brands such as Komodo and Juicy Couture through Naver Jam Live in April. Komodo's 'Love Collection,' which was operated with no sales, gained popularity by being sold at up to 50% off during the broadcast.

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