Lotte Homeshopping Launches Italy's 'Mr. and Mrs.' Industry First "Accelerating Premium Strategy"

Lotte Homeshopping will exclusively launch the Italian high-end fashion brand 'Mr & Mrs' on the 4th.

[Asia Economy Reporter Yuri Kim] Lotte Homeshopping announced on the 2nd that it will exclusively launch the Italian high-end fashion brand 'Mr&Mrs Italy' on the 4th.

'Mr&Mrs' is a high-end brand specializing in fur that was launched in Milan, Italy in 2014. It has exclusive stores in Italy, Japan, and other countries. It is favored by global celebrities such as Rihanna and Katie Moss, and was first introduced domestically mainly online after gaining attention when actress Jeon Ji-hyun and singer BLACKPINK's Jennie wore premium fur field jackets. This is the first time it will be launched on home shopping, offering special benefits on 2021 new products including field jumpers priced around 5 million KRW.

On the 4th at 10:30 PM, the brand’s representative item, the '100% Fox Fur Field Jumper,' will be sold through the flagship fashion program 'El Show.' This ultra-high-end jumper priced around 5 million KRW combines classic outerwear, military materials, and premium fur, and is a 2021 new product entirely produced in Italy. Only the finest materials such as 100% cotton and real fur lining were selected. To commemorate the launch, it will be sold at a discounted price compared to the price sold locally in Milan, Italy, in limited quantities. The 'Fox Fur Cashmere Coat,' which can be transformed into five versions including 'Long Coat' and 'Short Hooded Jacket,' and the 'Cashmere Sleeve,' which allows for various styles depending on the fur, will also be introduced in the future.

In 2019, Lotte Homeshopping attracted attention by selling out the 3 million KRW range 'Chinchilla Long Coat' from its own planning brand 'LBL' within 60 minutes despite its high price. This year, the Italian top cashmere knit brand 'Malo' and famous designer Park Chun-moo’s 'Park Chun-moo Black' have also sold out every broadcast, advancing the premiumization of home shopping fashion. The company plans to continue pursuing an ultra-luxury fashion strategy going forward.

Kang Jae-joon, head of Lotte Homeshopping’s fashion division, said, "As luxury consumption such as overseas fashion and luxury goods becomes normalized, we launched this brand to present ultra-luxury fashion that breaks the stereotypes of home shopping fashion. By exclusively attracting Italian high-end fashion in the home shopping industry, we plan to expand premium fashion brands reflecting customer demands in the future."

Lotte Homeshopping will exclusively launch the Italian high-end fashion brand 'Mr & Mrs' on the 4th.

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