NS Home Shopping Launches 4060 Fashion Live Commerce 'Enrabang×Cocoblack'

NS Home Shopping, 'Enra Bang × Coco Black'.

[Asia Economy Reporter Kim Yuri] 'Enrabang' is expanding its lineup to capture the live commerce market for the 40s and 60s generation.

NS Home Shopping's live commerce 'Enrabang' announced on the 14th that securing customers in their 40s to 60s has been set as a strategic task for 2022, and it will launch a collaborative fashion program 'Enrabang×Cocoblack.'

The first broadcast of 'Enrabang×Cocoblack,' airing on the 17th at 8 PM, is an informational live commerce program that delivers styling information and proposes fashion products for the 40s and 60s generation.

'Cocoblack,' which has 150,000 members, is a popular women's fashion shopping mall offering various styles that are easy to wear from people in their 20s to 30s and 40s. Recently, it has expanded its customer base by targeting the 50s and 60s generation with the concept 'One for Mom, One for Me,' offering fashion items that resonate and can be shared across generations.

In 'Enrabang×Cocoblack,' real sisters will compete in styling centered around 'Shin Yeosa,' a mother figure, and provide highly practical coordination tips. Through this, they plan to deliver fashion information that resonates with the 40s and 60s generation and produce short-form content called 'Catching Up with Shin Yeosa' to increase viral effects.

The launch broadcast will mainly introduce versatile basic styling items such as round necks, hoodies, and padding. Additional coupons will be offered during the live event, providing discounts such as T-shirts in the 10,000 KRW range and slacks in the 20,000 KRW range. An event will also be held during the broadcast where 10 viewers will be selected by lottery to receive Cocoblack's best product, the 'Coco Basic T.'

Enrabang is aiming to secure customers in their 40s to 60s by differentiating its live commerce broadcasts from those centered on the MZ generation (Millennials + Generation Z).

Previously, the pilot program 'Enrabang×Joamom,' which debuted last month, recorded 12,000 views in its first broadcast. Accordingly, NS Home Shopping plans to regularize 'Enrabang×Joamom' and broadcast it twice a month in an open live format.

They plan to activate a fashion community where customers can acquire fashion trend information and communicate with each other, open a separate channel on YouTube, and gradually establish a platform where customers in their 40s to 60s can enjoy both content consumption and purchasing.

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