Are Home Shopping Clothes All the Same? ... Differentiation Through Exclusive Luxury Brand Sales

CJ OnStyle, 'Senzone Blue Label'.

The home shopping industry is strengthening its 'fashion portfolio' by introducing exclusive brands through license (partnership) agreements with well-known domestic and international brands.

◆F/W Season Marks Debut of Famous Brands

CJ OnStyle signed an exclusive license agreement with the American high-end total fashion brand 'St. John' on the 1st and will launch 'St. John Blue Label' on the 4th. Adding a trendy touch to St. John's American classic style, the brand covers everything from accessories to luxury apparel. The company explained, "By operating a high-end brand, we have built a diverse fashion portfolio ranging from reasonably priced products, which are the strength of traditional TV home shopping, to mid- to high-end brands." CJ OnStyle also plans to significantly strengthen its fashion portfolio by introducing 'Brooks Brothers,' known as the suit of American presidents, aiming to achieve 1 trillion KRW in fashion sales.

Lotte Home Shopping previously became the first in the industry on the 24th of last month to produce and sell original cashmere products from the famous Italian fashion brand 'MALO' in Italy. These products recorded about 20,000 sets ordered and over 3 billion KRW in sales during the broadcast on the same day. Lotte Home Shopping stated, "Next month, we will introduce the premium brand 'Park Chun-moo Black' by women's wear designer Park Chun-moo, a leading figure in Korea's avant-garde look, for the first time."

Lotte Homeshopping, Exclusive Brand Fall New Products Including Licenses.

◆Strengthening License Steady Sellers

The home shopping industry is enhancing the image and quality of products by securing license agreements with well-known high-end brands. By leveraging the home shopping strength of mass production to rationalize prices, they are expanding their target audience from the existing middle-aged customers to the '3040' generation.

CJ OnStyle's 'VW Vera Wang,' launched in April 2015 through an exclusive license agreement with designer Vera Wang, has achieved a cumulative order amount of 473.4 billion KRW to date. Last year alone, the order amount was 108 billion KRW. The golf wear brand 'Basquiat,' launched in October 2016 under a license agreement with the artist Jean-Michel Basquiat Foundation, has ranked first in CJ OnStyle's sportswear category for four consecutive years. Its cumulative order amount has exceeded 200 billion KRW.

The German fashion brand 'Laurel' has ranked first in hit products on Lotte Home Shopping for two consecutive years. It records over 100 billion KRW in orders annually, and in the first half of this year, it recorded about 800,000 sets ordered and approximately 50 billion KRW in sales. In the season's first broadcast on the 23rd of last month, more than 20,000 sets of knit coats were sold. The French contemporary brand 'Paul & Joe,' exclusively launched by Lotte Home Shopping in August last year, targeting the 30s and 40s generation, has surpassed about 1.5 million sets ordered and 60 billion KRW in sales in its first year.

GS Shop has also been operating six brands, including the French brand Morgan and SJ Wani by designer Son Jung-wan, since 2012, achieving good results in the fashion category.

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