Lotte Homeshopping Announces New Brand Slogan... 'Create the New'

[Asia Economy Reporter Seungjin Lee] Lotte Homeshopping announced on the 30th that it will accelerate its transformation into a media commerce company by unveiling its new brand slogan, 'CREATE THE NEW.'

'CREATE THE NEW' signifies delivering continuous novelty to customers by providing a differentiated shopping experience in an environment of unlimited competition where the boundaries between media and shopping have been blurred. It expresses the company's commitment to creating new value by offering media content based on mobile platforms beyond TV home shopping.

Accordingly, the company has set the following missions: ▲a curation service that proactively suggests items ▲a lifestyle platform that offers fun and comfort ▲expertise and exclusive services in fashion and beauty ▲active communication with customers.

Additionally, Lotte introduced a new brand identity (BI) utilizing the letter 'L' from Lotte as a basic design element, which will be applied across customer touchpoints such as broadcasting, mobile, ordering, and delivery. The 'L' symbolizes Lotte Homeshopping meeting various media that change without boundaries, with vertical color in red and horizontal in purple.

The BI will be applied to broadcast screens, app icons, delivery boxes, and vehicles to enhance brand consistency. The mobile app has been revamped to focus on video content, prominently featuring TV, T-commerce, and mobile live broadcasts. Furthermore, to actively promote the brand slogan to customers, a jingle (a short commercial song) will be produced as a call connection tone.

This new brand slogan production is part of an effort to effectively communicate Lotte Homeshopping’s vision as it leaps forward as a media commerce company. By imprinting a unified brand image at internal and external customer touchpoints, the company plans to establish itself as an innovative media service provider beyond traditional TV home shopping.

Meanwhile, to celebrate the launch of the new brand slogan and BI, Lotte Homeshopping is holding a ‘Lotte Homeshopping Renewal Support Comment Event’ through its mobile app until July 10. Customers who check out the new BI and leave supportive comments will be entered into a draw to receive 30,000 KRW in points each for 100 winners. Additionally, events such as certification shot comments and hashtag challenges will be held on social networking services (SNS) like Facebook and Instagram, with prizes including AirPods and hand massagers awarded by lottery.

Kim Jong-young, head of marketing at Lotte Homeshopping, said, “In a fiercely competitive environment where the boundaries between media and shopping are nonexistent, we created and announced a new slogan and BI that convey delivering unprecedented novelty through innovative services. We will continuously inform customers of Lotte Homeshopping’s rapid transformation into a media commerce company beyond TV home shopping.”

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