Lotte Homeshopping 'LBL' Surpasses 100 Billion Won in Orders Despite COVID-19 Recession

[Asia Economy Reporter Jo In-kyung] Lotte Homeshopping's own brand ‘LBL (Life Better Life)’ has surpassed an annual order amount of 100 billion KRW despite the sluggish fashion market due to the impact of COVID-19.

Launched in 2016, LBL was planned with a focus on premium quality, practicality, and price competitiveness as preference for home shopping fashion rapidly increased. It created a cashmere craze throughout the distribution industry by offering cashmere, which was difficult to find in existing home shopping, at a reasonable price range of 400,000 to 500,000 KRW, and set an all-time record with an order amount of 11 billion KRW from the first launch broadcast alone.

For this spring and summer season, under the concept of ‘A New Challenge of Premium,’ it introduces limited-production high-quality yarns and natural materials. Considering that ‘the measure of good fabric is moisture absorption and moisture release speed,’ and taking into account the characteristics of thin materials for spring and summer clothing, ‘silk,’ which has better moisture absorption than cotton and releases moisture in a shorter time, was selected.

Only premium grade 100% natural silk is used, and the unique luxury of the material is further emphasized through delicate weaving and processing techniques. Also, to break away from the existing limitation of silk tops being only shirts, LBL leveraged its strength as a knit-specialized brand and planned the industry’s first ‘silk knit.’

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