CJ OnStyle Bets on 'Virtual Reality Matjip'... Showcases Contactless Fashion Shopping Integrated with Digital Technology

CJ OnStyle exclusive brand Eddie Bauer broadcast scene and studio on-site photos.

[Asia Economy Reporter Jeon Jinyoung] CJ OnStyle is introducing non-face-to-face fashion shopping integrated with virtual reality. On the 3rd, according to CJ OnStyle, the company opened a dedicated media wall studio equipped with new video technology. This studio replaces physical stage sets and backgrounds by displaying graphic images enhanced with virtual reality (VR) and extended reality (XR) effects on the media wall screen.

CJ OnStyle has introduced the first real curved LED signage media wall (manufacturer LG Electronics) applied in a domestic broadcasting company. Measuring 24.6m wide and 4.05m high, it is the largest scale in the industry. It offers excellent image quality, smoothly connected curved surfaces, and is optimal for dynamic video implementation. Backgrounds can be freely changed even during broadcasts, and technologies such as VR are easily applied. XR, which uses the ‘Unreal Engine’ to implement virtual graphics in real-time on camera footage, is also praised for enhancing broadcast immersion.

CJ OnStyle plans to showcase vivid screens that feel as if viewers are actually in a store during the upcoming fashion product ‘22 SS Season Launch Broadcast.’ On the 11th and 14th, viewers can see background designs perfectly matched to the color, style, and texture of products during broadcasts of CJ OnStyle’s exclusive fashion private brands (PB) The Edge and Cerruti1881 Femme. Additionally, most of CJ OnStyle’s fashion PBs, including Jean-Michel Basquiat, Brooks Brothers, and Senzone, will conduct their SS season launches this year in virtual reality concept stores on TV. For broadcasts where spatial expression is important, such as travel and interior design, the company aims to provide customers with vivid experiences as if visiting the actual location or trying out real interiors.

Through this, CJ OnStyle also plans to strengthen eco-friendly ESG management. Using the media wall eliminates the need for set installation and dismantling for stage production, reducing waste volume. CJ OnStyle expects to reduce about two-thirds of annual set waste through the dedicated media wall studio this year. The LED lighting system introduced last year is already reducing annual electricity consumption by 80%.

The company is also accelerating the development of AI voices and AI show hosts that can replace voice actors and show hosts. The AI voice does not simply convert text mechanically into speech but automatically applies emotions and voice tones, while the AI show host is expected to fill in the downtime during broadcasts when actual show hosts change clothes, among other tasks.

Park Seungpyo, head of the TV Commerce Division at CJ OnStyle, stated, “CJ OnStyle has led the home shopping industry in video technology through a systematic research system and continuous investment in broadcasting equipment.” He added, “Going forward, we will accelerate the introduction of new digital technologies not only in home shopping but also in sales broadcasts on channels such as live commerce to make customers’ non-face-to-face shopping experiences more vivid.”

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