Lotte ON Hosts 'Luxury Day - MZ ON' Event for MZ Generation

Up to 20% Off Popular Young Generation Brands Like Maison Kitsune and Ami on the 7th
Contemporary Brands Popular Among 2030s for Reasonable Prices and Unique Logos
2030 Generation Accounts for 70% of Lotte ON's January Contemporary Brand Sales

[Asia Economy Reporter Kim Yuri] Lotte ON is targeting the luxury demand of the MZ generation.

Lotte ON announced on the 5th that it will hold the 'Luxury Day - MZ ON' event on the 7th, offering luxury brands popular among people in their 20s and 30s such as Maison Kitsun?, Ami, and Stone Island at prices up to 20% cheaper by applying coupons and additional card discounts. This is the first time that additional card discount benefits have been applied to contemporary brands during the weekly Sunday Luxury Day event.

Recently, contemporary brands have gained popularity among the MZ generation, who enjoy expressing themselves through brand logos, rather than traditional luxury brands. Ami, famous for its heart-shaped logo with the English letter A, and Maison Kitsun?, which uses a fox character, are representative brands. Compared to other luxury brands, their reasonable prices lower the entry barrier, making them popular as entry brands for young luxury consumers, which is one of the reasons for their popularity.

There is a clear difference in brand sales by age group in Lotte ON’s luxury sales. Looking at Lotte ON’s luxury sales in January, the 40s age group accounted for the highest share at 40.4% of total sales, but in contemporary brand sales, people in their 30s accounted for 41.5% and those in their 20s for 28.7%, making the 20s and 30s age group’s sales composition exceed 70%.

The representative products of this event are the 'Ami Heart Logo Sweatshirt' and the 'Ami 20FW Heart Logo Embroidered Sweatshirt Black,' priced at a final discounted price of 198,000 KRW and 307,000 KRW respectively. The 'Maison Kitsun? Fox Head Patch Sweatshirt' is sold at about 10% cheaper than the original price at 189,000 KRW.

Meanwhile, Lotte ON’s overseas direct purchase service 'L’Boutique' is offering up to 40% discounts on gift-worthy items such as wallets, watches, and shoes starting from the 5th. On the same day, Lotte Duty Free presents brand bags such as Samsonite, Mandarina Duck, and Michael Kors at discounted prices.

Kim Youngjun , head of Lotte ON’s luxury team, said, "There is a clear difference in the luxury brands preferred by the 2030 and 3040 generations," adding, "To capture the demand for contemporary brands among the younger generation, Lotte ON is applying additional discount benefits to these brands for the first time."

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