'Brooks Brothers' on Mobile... CJ OnStyle Strengthens Fashion and Beauty Brands

Sales Increase After Home Shopping and Online Integration... Continuous Acquisition of Overseas Luxury Brands

[Asia Economy Reporter Jo In-kyung] CJ OnStyle is significantly strengthening its fashion and beauty portfolio in the second half of the year by acquiring overseas famous brands such as 'Brooks Brothers' and 'Senjohn'. The goal is to achieve approximately 1 trillion KRW in fashion brand sales this year.

According to CJ OnStyle on the 2nd, following the integration of TV home shopping and online shopping malls last May, the second-quarter sales of the fashion specialty mall 'Celeb Shop' grew by 63.9% compared to the same period last year, and the beauty specialty mall 'The Beauty' grew by 71%. Mobile live commerce sales increased by 261% year-on-year, and the influencer commerce channel 'Pick the Cell' also saw a 220% increase, indicating the effects of the integrated brand.

In response, CJ OnStyle is accelerating growth through famous overseas brands during the FW season, the peak fashion season. The offline store of 'Brooks Brothers', known as the "President's Suit" worn by former U.S. presidents such as Lincoln, Obama, and Trump, will open this month, and sales will begin on TV home shopping and online shopping malls from next month, expanding the brand business in various ways. They plan to strengthen product lines with younger designs targeting fashion-sensitive young male customers.

The high-end women's wear brand 'Senjohn' will also launch a licensed brand business with 'Senjohn Blue Label', a youthful reinterpretation of the brand. Senjohn, with knitwear priced at hundreds of thousands of KRW per piece, is famous as a brand favored by influential American women such as Oprah Winfrey and Michelle Obama.

These famous brands chose CJ OnStyle, not a traditional fashion company, as their domestic business partner because of its live commerce capabilities, swift mobile-first strategy transition, and successful experience in overseas brand licensing businesses. CJ OnStyle has actively developed domestic brand licensing businesses in partnership with American 'Vera Wang' and French brands 'Karl Lagerfeld' and 'Daniel Cremieux'.

Along with acquiring these brands, CJ OnStyle plans to strategically rearrange its product portfolio and increase mobile-exclusive products by 165% compared to last year.

In beauty, new global popular brands favored by the premium female customer segment aged 35-54, such as Swiss 'Juvena' and Italian 'Lilasthil' and 'Borotalco', will be introduced. Considering the market shift toward SNS-centered beauty consumption, CJ OnStyle is actively discovering mobile-focused brands and preparing a service to manufacture customized hair care products in collaboration with 'Cosmax', the largest cosmetics manufacturer in Korea.

A CJ OnStyle official said, "In transforming the business paradigm centered on mobile, attractive and competitive brands and differentiated products are important core assets," adding, "With the added competitiveness of live commerce, we aim to achieve approximately 1 trillion KRW in fashion brand sales this year."

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