NS Home Shopping Launches 4060 Fashion Live Commerce 'Enrabang×Joamom'
[Asia Economy Reporter Yuri Kim] NS Home Shopping's live commerce platform 'Enrabang' announced on the 14th that it will launch a collaborative fashion program 'Enrabang×Joamom' with the women's clothing mall 'Joamom'.
'Enrabang×Joamom,' which will premiere at 8 PM on the 14th, is a fashion and beauty specialized live commerce broadcast for women in their 40s to 60s. Founded in 2004, 'Joamom' is a women's clothing specialized online shopping mall that has secured a fan base mainly among the 40s to 60s generation with styles that emphasize practicality, comfort, sophistication, and ease of movement. In this broadcast, Joamom's CEO Seonju Choi, an expert in missy fashion style, will appear to introduce knits produced by Joamom.
NS Home Shopping expects that through collaboration with Joamom, which is popular across various age groups, the main customer base of traditional TV home shopping in their 40s to 60s will be attracted to live commerce.
Starting with the collaboration with 'Joamom,' Enrabang plans to expand specialized programs for active middle-aged customers in 2022 and to secure customers in their 40s to 60s by offering differentiated live commerce broadcasts focused on the MZ generation (Millennials + Generation Z).
NS Home Shopping plans to activate a fashion community where customers can acquire fashion trend information and communicate with each other, creating a playground for customers in their 40s to 60s who are interested in fashion and beauty.
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Joochan Jung, Head of NS Home Shopping's Live Commerce Division, said, "'Enrabang×Joamom' will be the starting point to provide life curation commerce in various categories such as fashion, beauty, and health for trendy middle-aged customers," adding, "We will expand the live commerce customer base by building an online 'middle-aged empathy community' through customer participation groups and influencer-linked short-form content."
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