Lotte Homeshopping Launches Exclusive Fashion Brand Targeting SS Season

New products from Lotte Homeshopping fashion brands. From the left: LBL, Laurel, Georges Rech, Paul & Joe.

[Asia Economy Reporter Jeon Jinyoung] Lotte Homeshopping announced on the 14th that it will intensify its attack on the 2022 Spring/Summer (SS) season by consecutively launching new spring products from exclusive fashion brands such as ‘LBL’, ‘The Izel’, and ‘Laurel’.

‘LBL’, a self-planned brand that has elevated consumer perception of home shopping fashion, plans to introduce ‘Workleisure’, a dress code that is formal yet comfortable, under the concept of ‘New Formal’ this year. It features main materials such as merino wool, Tencel, and linen with stretchable knit structures. In the launch broadcast scheduled for 120 minutes starting at 7:30 PM on the 20th, premium materials that have undergone delicate processing such as ‘Merino Wool 100 Knit’ and ‘Stretch Jacket’ made with high-performance stretch materials will be showcased.

‘The Izel’, which will hold a pre-launch on the 23rd of this month, targets women aged 35 to 45. It plans to propose reasonable fashion focusing on daily casual and cost-effectiveness with items such as ‘V-neck color-block cardigan’ and ‘outer shirt’.

Laurel, which has ranked first in hit products for three consecutive years at Lotte Homeshopping, will introduce a large number of products with excellent elasticity that can be mixed for everyday wear and office looks, including the luxurious ‘Heritage Tension Jacket’ featuring a standout wappen brooch and the season-specialized item ‘Comfortable Jumper Skirt Set’, in a 135-minute broadcast starting at 10:25 AM on the 19th.

On the same day at 10:30 PM, spring new products from the designer brand ‘Park Chunmoo Black’, which entered the hit product rankings shortly after its launch last year, will be introduced. The ‘Vegetable Leather Jacket’, a transitional season item harmoniously using restrained colors centered on black and white monotones, will be launched.

‘Georges Rech’, which expanded its customer base to younger generations by selecting actress Oh Yeonseo as a new model last year, will increase the number of products by more than 43% compared to the previous year based on premium materials such as cashmere, French linen, organic cotton, and silk. Items such as the ‘Knitting Jacket’ made of glitter tweed material, ‘knitwear’, and ‘trench jackets’ will be showcased over two days from the 18th to the 19th.

‘Paul & Joe’, which surpassed 80 billion KRW in order amount since its launch last year, will also present new spring products emphasizing its unique materials and colors, such as the ‘Tweed Hood Jumper’ and ‘Jumper-type Dress’, which combine comfortable dress-up styling with everyday looks this season.

Last year, sales of Lotte Homeshopping’s exclusive fashion brands (based on order amount) accounted for more than 30% of total fashion sales. This spring season, the company plans to strengthen its position as a leading fashion channel through ‘concept renewal’, ‘material differentiation’, and ‘target diversification’ of exclusive brands.

The representative fashion event ‘Fashion is Lotte’, which records an order amount of 30 billion KRW annually, will also be held earlier than usual from the 14th (Monday) to the 28th (Monday) of this month, showcasing a total of about 60 new spring products including clothing and accessories. Customers who repurchase (twice, over 200,000 KRW) will receive 20,000 KRW in points, and customers who purchase event products will receive 5% points, along with card discounts and other benefits.

Kim Jaegyeom, head of Lotte Homeshopping’s TV Business Division, said, “Ahead of the full-fledged spring season, we are consecutively launching new products led by exclusive brands. It is characterized by a mix of formal and casual styles considering a return to daily life and outdoor activities in a situation accustomed to ‘staying at home’ due to COVID-19. We plan to present new fashion trends for the spring season by diversifying materials and styles.”

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