"Paris Fashion Show, See You at Shinsegae" Shinsegae Department Store Live Broadcasts Overseas Fashion Week

Prada 22FW fashion show broadcasted on Shinsegae mobile app (Provided by Prada).

[Asia Economy Reporter Jeon Jinyoung] The Shinsegae Department Store application (app) is transforming into a stage for overseas fashion weeks. According to Shinsegae Department Store on the 27th, the luxury brand local fashion shows of the Milan, Italy and Paris, France fashion weeks, held from late February to early March, will be showcased through the department store's mobile app. This is the first time in the distribution industry that an overseas fashion week fashion show is broadcast live.

This broadcast, held under the theme of 'Shinsegae Luxury Fashion Week,' can be viewed via live streaming on the Shinsegae app, and later can be watched again through VOD.

As COVID-19 has prolonged, reducing overseas travel and increasing interest in non-face-to-face content, Shinsegae planned this special service reflecting luxury purchasing trends.

The live fashion show features global brands such as Prada, Tod's, Bottega Veneta, Valentino, and Miu Miu. Without traveling directly to Europe, users can enjoy the new collections for the 2022 fall/winter season and anticipate this year's trends through the Shinsegae app.

Starting with Prada and Tod's on the 24th and 25th, the shows for Bottega Veneta on this day, Valentino on the 6th of next month, and Miu Miu on the 8th have been prepared. A social media (SNS) certification event will also be held for viewers.

Simultaneously with the fashion week live broadcast, Shinsegae plans to introduce the participating brands' spring/summer new products and provide various information through FIT within the mobile app to capture spring shopping demand. Furthermore, based on viewing data, they intend to link new promotions for the fall/winter season in the second half of this year to offer a differentiated experience.

Going forward, Shinsegae will continue brand marketing through collaborative content planning with various tenant brands.

Lee Seonghwan, Executive Director of Sales Strategy at Shinsegae Department Store, said, “Shinsegae Department Store is presenting the vivid scenes of the European fashion week locally through the mobile app,” and added, “As Shinsegae has been quick to introduce digital services, we will continue to strive to offer customers more diverse content.”

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