TV Home Shopping Shows Strong Fashion Trend This Year... "Premium Products Popular"
[Asia Economy Reporter Lim Chun-han] Unlike last year when 'stay-at-home' products were popular on TV home shopping due to the impact of COVID-19, this year fashion brands emerged as the best-selling items.
According to the home shopping industry on the 13th, an analysis of popular products based on order quantities this year showed that fashion brands dominated the top 10 rankings. CJ OnStyle and Lotte Home Shopping had 9 out of 10, GS Shop had 8, and Hyundai Home Shopping had 6 fashion brands in the top 10.
At CJ OnStyle, exclusive fashion brands occupied all positions from 1st to 9th. The total order volume of these brands reached 8 million, an 11% increase compared to last year. Influenced by the golf craze, the golf wear brand 'Jang Michel Basquiat' ranked 7th, making the top 10 for two consecutive years. At Lotte Home Shopping, due to increased outdoor activities such as golf, camping, and hiking, leisure sports brands like Jeep (6th), Calvin Klein Performance (7th), and Montbell (10th) entered the top 10 for the first time. Laurel, which ranked first for three consecutive years, saw a shift from a high proportion of innerwear sales last year to about half of the order amount coming from outerwear such as coats and padded jackets this year.
Demand for premium products made with high-quality materials was also strong, surpassing cost-effective products. At Hyundai Home Shopping, the in-house brand LACIENTO, which pursues a premium strategy, ranked 2nd, and the premium cashmere brand Gobi ranked 9th. At GS Shop, SJ Wani, which introduced European Copenhagen mink coats, ranked 4th. Additionally, the cosmetics brand Gahi, which gained popularity through social networking services (SNS), ranked 3rd at GS Shop and 10th at Hyundai Home Shopping.
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A home shopping industry official said, “While last year’s consumption focused on stay-at-home products due to the prolonged COVID-19 pandemic, this year there has been increased demand for outdoor-related products such as outerwear and leisure sportswear. We plan to continuously introduce differentiated products tailored to the rapidly changing environment in the future.”
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