Lotte ON Spring Event: MZ Generation Fashion 'Well-Made Soho' Exhibition

Lotte ON's 'Wellmade Soho' Special Exhibition.

[Asia Economy Reporter Jeon Jinyoung] Lotte ON is strengthening its ‘SOHO fashion’ to target the distinctive MZ generation (Millennials + Generation Z).

According to Lotte ON on the 6th, it will hold the ‘Cherry Blossom Welmade SOHO Special Exhibition’ gathering popular SOHO brands until the 10th. More than 20 SOHO fashion brands popular on social networking services (SNS), such as From Beginning, Nanninggu, and Gemma World, will participate in the exhibition, offering up to 50% discounts on popular products and up to 7% instant card discounts.

So far, self-produced products from brands like Nanninggu and Gemma World sold on Lotte ON have received positive customer responses, ranking among Lotte ON’s best products. Additionally, SOHO fashion sales on Lotte ON from January to March have more than doubled compared to the previous year.

Tweed jackets, dresses, and flat shoes are also being sold at up to 50% off. Representative products include the ‘From Beginning Dinner Color Block Tweed Jacket,’ popular as a spring guest outfit, priced at 72,250 KRW, the ‘Mayblue Mare Wide Skirt Pants’ at 25,800 KRW, and the ‘Pink Elephant Poel Ribbon Flats’ with a ribbon accent at 39,420 KRW.

Lotte ON’s strategy to strengthen the fashion category this year is to carefully select SOHO brands that mainly sell self-produced products and organize a ‘Welmade SOHO’ fashion specialty section, expanding related brands. A separate space has been prepared within the ‘Style ON’ tab, which gathers SOHO fashion, where the current MD in charge directly selects and manages about 20 brands with excellent product quality and service. Going forward, they plan to expand related brands and plan self-produced and exclusive products to provide differentiated shopping experiences to MZ generation customers.

Jang Sunwoo, Lotte ON Fashion MD, said, “As SOHO fashion brands are gaining popularity mainly among the MZ generation, we have separately prepared the ‘Welmade SOHO’ specialty section, carefully selecting excellent brands and special products.” He added, “With the easing of social atmosphere and the arrival of spring, we expect the MZ generation to be sensitive to fashion trends. We have carefully selected and are selling only popular products from major brands in this event, hoping it will be an opportunity to purchase fashion items that express individuality.”

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