Lotte Homeshopping Publishes 'Premium Catalog' Specialized in Luxury Brands

Lotte Homeshopping is publishing a "Premium Catalog" targeting the 50s and 60s generations.

[Asia Economy Reporter Lim Chun-han] Lotte Homeshopping announced on the 2nd that it will publish a ‘Premium Catalog’ targeting the 50s and 60s age groups, consisting of luxury fashion accessories, health, travel, and other high-end brands and high-involvement products.

According to Lotte Homeshopping, an analysis of catalog users over the past three years showed that the 50s and 60s age groups accounted for about 80% of the total, and their order amounts increased by 10% annually. In particular, due to the impact of COVID-19, the subscription rate and average purchase amount increased by 10% compared to 2019, with the subscription rate among those in their 60s growing the most significantly at 33%. Additionally, purchases of high-priced items such as luxury goods, accessories, and jewelry also increased.

The Premium Catalog is provided to paid members of L.CLUB and top catalog customers (top 30% by annual order amount). Compared to the existing catalog, it is produced in a handybook magazine format to enhance readability and convenience, and new luxury brands have been launched.

A Lotte Homeshopping official stated, “With non-face-to-face shopping becoming routine due to the impact of COVID-19, it appears that middle-aged and older customers are using the catalog as their own untact shopping channel. As the 50s and 60s age groups have recently emerged as a new consumer segment with purchasing power, we plan to continuously develop the catalog’s premium features with content and services focused on them to secure loyal customers.”

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