Galleria Department Store's First Live Broadcast on the 16th... Off-White Discount Sale

The first brand is 'Off-White', offering product discounts and limited edition product giveaways
Establishing a foundation for acquiring new customers aged 10-20 and reviewing the viability of live commerce business

[Asia Economy Reporter Lim Hye-sun] Galleria Department Store announced on the 14th that it will launch live broadcasts (hereafter ‘live commerce’) targeting contactless business models and customers in their teens and twenties. The first shopping live commerce will be held on the 16th at 9 PM in collaboration with the luxury designer brand Off-White.

Under the title ‘Unboxing Galleria,’ Galleria will showcase a variety of brands reflecting current trends, including luxury brands. Additionally, through its own curation featuring season-appropriate products such as Halloween and Christmas items, as well as Galleria-exclusive brands, it aims to pursue ‘premium’ differentiation from existing live commerce broadcasts.

The first live commerce brand was selected as Off-White. Off-White is an Italian luxury brand favored by people in their 20s and 30s, presenting a new lifestyle combining ‘luxury + streetwear.’ Fashion top model Irene, who has 1.81 million followers on social networking services, will appear to introduce the products.

The Off-White live commerce will offer about 20 new fall/winter season products at discounted prices. In addition to discounts, various customer events will be held to attract customers.

As a pre-event, if you click ‘Receive news from Galleria Luxury Hall’ on Naver Shopping Live and leave a four-line acrostic poem comment using the word “Galleria,” you will be entered into a drawing to win Off-White X Nike Jordan 4 (1 winner), Off-White masks (2 winners), and Starbucks gift cards (20 winners). Also, on the day of the broadcast until midnight, the two customers with the highest purchase amounts, called ‘purchase kings,’ will be selected and awarded Off-White X Nike Jordan 4 sneakers.

In particular, the ‘Off-White X Nike Jordan 4’ sneakers given as prizes are famous among so-called ‘shoe enthusiasts’ for reselling at more than three times the retail price.

Galleria’s first live commerce can be accessed via Naver Shopping Live and the link released on the day, and will be broadcast for about an hour starting at 9 PM.

Next month, a broadcast themed ‘Viva Italia’ will be held at Galleria Luxury Hall. ‘Viva Italia’ is a project in which Galleria and the Italian Embassy jointly introduce Italian fashion and lifestyle to Korea. Through live commerce, Galleria plans to sell curated Italian brand products and present various events together.

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