Lotte Duty Free Officially Enters Live Commerce Market... Establishes Dedicated Team

Live Broadcast Scheduled at 8 PM on February 4th at 'Luxemall'
Up to 70% Off on Over 880 Popular Overseas Fashion Brands Including Jimmy Choo

[Asia Economy Reporter Yuri Kim] Lotte Duty Free is making a full-scale entry into the live commerce market through its real-time online broadcast 'Luxemall Live.'

On the 26th, Lotte Duty Free announced that its first live broadcast selling duty-free goods cleared for domestic customs will begin at 8 p.m. on the 4th of next month. The first broadcast will feature over 880 products, including shoes, bags, and clothing from popular overseas fashion brands such as Jimmy Choo, offered at discounts of up to 70%. Stylist Kim Woo-ri will appear to share tips on how to style each item. The broadcast can be viewed via the Luxemall website, Lotte Duty Free’s online shop dedicated to duty-free goods cleared for domestic customs, or through the mobile application (available only on Android). The duty-free products sold during this live broadcast have undergone import customs clearance procedures and will be delivered sequentially after the Lunar New Year holiday without requiring separate departure procedures.

To celebrate the first 'Luxemall Live' broadcast, various events will be held. Until the first broadcast on February 4th, customers who leave comments with their expectations on Lotte Duty Free’s official Instagram account will be entered into a draw to receive 'Angel-in-us Americano' coupons. During the live broadcast, customers who purchase products worth over 1 million KRW will be entered into a draw to win accommodation vouchers for 'Lotte Hotel Signiel Seoul.'

In line with the trend of contactless shopping, Lotte Duty Free established a 'Live Commerce Team' within its marketing division in December last year. According to Kyobo Securities, the domestic live commerce market is expected to grow rapidly, reaching 2.8 trillion KRW this year, 6.2 trillion KRW in 2022, and 10 trillion KRW in 2023. Lotte Duty Free plans to regularly schedule live broadcasts selling duty-free goods cleared for domestic customs and expand its services across multiple platforms offering live broadcasts to showcase a wider variety of brands and products. Once the COVID-19 situation improves, it intends to conduct live broadcasts targeting overseas customers as well as domestic ones, attracting a diverse customer base.

Lee Gap, CEO of Lotte Duty Free, said, "As contactless consumption rapidly rises due to COVID-19, targeting the live commerce market has become indispensable in the duty-free industry. Lotte Duty Free will proactively respond to the post-COVID era by establishing the global standard for digital duty-free stores."

Meanwhile, since the 22nd, Lotte Duty Free has been selling over 1,400 products from 33 brands at discounts of up to 72% on 'Luxemall,' its online shop dedicated to duty-free goods cleared for domestic customs. Newly added popular overseas brands include Swarovski, Furla, Brooks Brothers, Marc Jacobs, and Ponte Vecchio. A 2021 New Year relay luxury special exhibition is also underway. For Lunar New Year filial gifts, a 'Parents’ Gift Proposal Exhibition' gathers luxury brands such as Etro and La Vetrina. Other events include the 'Winter Product Exhibition' featuring best fashion items from Men’s Collection, Vivienne Westwood, and Chervo, and the 'Furla 20 S/S Exhibition' offering Furla products at discounts up to 48%. To celebrate the upcoming Valentine’s Day, there are also 'Fashion Watch Proposal Exhibitions' for couples and the 'Victoria’s Secret Special Exhibition,' featuring one of the most beloved lingerie brands among women.

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