CJ OnStyle Joins Fashion '1 Trillion Club'... "PB Brands Lead Growth"

TV Home Shopping Main Customer Base Targeting Women in Their 40s
Independent Commercialization of Licensed Brands... Strengthening Mobile Fashion Product Lineup

CJ OnStyle The Edge (left), G Studio photo shoot images.

[Asia Economy Reporter Lim Chunhan] CJ OnStyle announced on the 8th that it has become the first in the industry to join the fashion "1 trillion won club." This achievement is the result of leading women's fashion online consumption through a mobile-centric business transformation and acquiring premium brands.

According to CJ OnStyle, last year's fashion handling volume grew by about 13% compared to the previous year, surpassing 1 trillion won. In particular, it led the growth of exclusive brand sales. This success comes from pursuing collaborations with fashion industry masters not seen in traditional home shopping and nurturing private brands (PB) with strengths in cost-effectiveness, practicality, materials, and design. The proportion of exclusive brands in the fashion handling volume is about 40%.

This year, CJ OnStyle plans to strengthen its position targeting the online fashion market for women aged 40 and above, which is expected to experience high growth. To this end, it has significantly enhanced brand power through collaborations with famous designers. By working with fashion masters from various countries, it introduced premium clothing at reasonable prices and acquired licenses for top global designer brands such as Karl Lagerfeld in Europe, Vera Wang in North America, and Ji Chunhee in Asia, popularizing premium fashion. Last year, it also consecutively acquired high-end brands such as Brooks Brothers, known as the suit of the U.S. president, and Senjohn Blue Label, a licensed brand of the women's luxury brand Senjohn.

The PB brands combine trendiness, quality, and cost-effectiveness. The representative brand, The Edge, surpassed 2 million orders last year and recorded about 100 billion won in handling volume. This brand offers trendy yet stylish products ranging from casual to formal looks and introduces about 80 new items annually. It handles tops, bottoms, outerwear, and shoes, resulting in high product turnover and repurchase rates.

As a new growth engine in fashion, CJ OnStyle is also committed to independently commercializing licensed brands and strengthening mobile fashion product lines. It actively develops online and offline businesses centered on men's and sports brands such as Brooks Brothers, the first ready-to-wear brand in the U.S., Daniel Cremieux, a total men's fashion brand, and Colmar, an Italian luxury padding brand for which it acquired Korean distribution rights. It plans to expand offline business mainly through department stores and strengthen collaborations with fashion vertical platforms like Musinsa and 29CM. It will also pursue independent commercialization of licensed brands through its own mall operations.

The mobile transformation of the fashion business is accelerating. To this end, in January, it launched Sunshiner, a mobile-exclusive fashion PB targeting the MZ generation (Millennials + Generation Z). It is focusing on securing additional revenue by strengthening the mobile product lines of existing licensed brands. Currently, the product database stands at about 4 million items, and it plans to expand it to 5 million items within the year.

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