"Like a Fashion Photoshoot with Hiking 인증샷" Lotte Department Store Sequentially Opens 'Offroad' at 6 Locations

Outdoor Sales Increase 40% After Reopening
Lifestyle Outdoor Wear Suitable for Daily Use Up 70%
Suwon Store Opens on 23rd, Jamsil Store on 25th... 10% Discount Until Year-End

Off-Road 2022 Fall/Winter (F/W) Photo Shoot.

[Asia Economy Reporter Yuri Kim] Lotte Department Store is exclusively launching the outdoor brand 'Offroad' to capture customer demand for fashionable hiking looks in the fall hiking season.

According to Lotte Department Store on the 24th, outdoor sales have significantly increased with the endemic (periodic outbreak of infectious diseases). From May 1 to August 21, after social distancing measures were eased, Lotte Department Store's outdoor sales grew by 40% compared to the previous year. Lifestyle outdoor brands such as Discovery, National Geographic, and Patagonia, which can be worn in everyday life, recorded a growth rate of over 70% during the same period.

In particular, one out of three customers who purchased these brands were in their 20s and 30s. It is analyzed that this is influenced by the fact that among the 20s and 30s generation, climbing to the mountain summit and posting 인증샷 (proof photos) on social networking services (SNS) has become a culture, and the perception of 'outdoor' has shifted from a functional role for safe hiking to part of 'fashion' expressing individual personality. On SNS, about 7 million photos have been posted with hashtags such as 'hiking', 'hikingstagram', 'hiking fashion', and 'hiking look'.

Lotte Department Store is aggressively targeting the 20s and 30s generation by exclusively launching the contemporary outdoor brand Offroad at six stores until September 1. Offroad is a contemporary outdoor brand newly launched by the 75-year-old fashion specialist company 'Doknipmun' in partnership with Lotte Department Store. After the first launch at Suwon Store on the 23rd, it will have a grand opening at Jamsil Store on the 25th. Subsequently, it will open at Ulsan Store on the 25th, and at Incheon Store, Dongtan Store, and Busan Main Store on September 1.

Offroad presents a new fashion category called 'contemporary outdoor.' It simultaneously offers an 'outdoor line' equipped with functions necessary for outdoor activities such as hiking and camping, and an 'urban line' featuring the sophisticated and stylish design characteristic of contemporary fashion. Representative products include solid high-neck jumpers, basic denim shirts, basic woven shirts, out-pocket short-sleeve T-shirts, and cargo jogger pants.

Since the main target is the 20s and 30s generation, eco-friendly products are also introduced. Roll-up wide pants and vertical embroidery sweatshirts use recycled yarn and silicone labels harmless to the human body, while tapered pants and wide tapered pants use eco-friendly bamboo charcoal material with antibacterial and deodorizing functions. Offroad uses FSC (Forest Stewardship Council) certified paper for product tags and boxes and plans to continuously expand the application of eco-friendly materials in the future.

An opening commemorative promotion is also prepared. At the six Offroad stores, customers who purchase over 500,000 KRW until the end of the year will receive special appreciation gifts on a first-come, first-served basis, and a 10% discount will be offered on the first purchase after joining the brand membership. Separately, an additional 50,000 KRW discount is provided for purchases over 800,000 KRW, and customers can also apply Lotte Department Store discounts they hold simultaneously. At Jamsil Store, to celebrate the brand launch, events such as visits by the brand's official model and gift certificate giveaways will be held in September.

Kang Woo-jin, head of Lotte Department Store's sports division, said, "In the past, outdoor brands focused on functionality were popular mainly among the 40s and 50s generation, but recently, outdoor brands that combine functionality with style have gained great popularity among the 20s and 30s generation," adding, "We will continue to lead industry trends with unique content exclusive to Lotte Department Store."

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