"Lotte Home Shopping Launches New Fashion-Exclusive Brands for 2022 FW Season Ahead of Peak Season"

Image from Lotte Homeshopping program 'L.SHOW' FW season launch broadcast.

[Asia Economy Reporter Jeon Jinyoung] Lotte Homeshopping announced that ahead of the fashion peak season, it has consecutively launched FW season new products from exclusive and new brands since the 15th, resulting in an order amount increase of more than 20% compared to last year.

According to Lotte Homeshopping on the 29th, the number of exclusive fashion brand products was expanded by more than 30% and the volume more than doubled compared to last year for the season launch. Strategies included ‘brand renewal,’ ‘selection of celebrity models by brand target,’ and ‘launch of new brands specialized for the MZ generation (Millennials + Gen Z).’ The recent recovery in fashion consumption also influenced sales.

The in-house brand ‘LBL,’ which held its grand launch on the 23rd, showcased its signature items such as cashmere knitwear, jackets, and suit setups for 130 minutes, selling about 20,000 sets during the broadcast alone. Strengthening brand identity by featuring actress Oh Yeon-soo, the model at the brand’s initial launch in 2016, and enhancing material specialization appear to be key factors in its popularity.

‘Laurel,’ which has recorded the number one hit product every year, also recorded 20,000 orders during its launch broadcast on the 15th. The limited quantity ‘suit setup’ sold out with 7,000 sets. ‘Georges Rech’ sold over 10,000 sets of the season’s new product ‘jacquard knit hooded cape’ during its launch broadcast on the 20th. All sizes in basic colors such as navy and camel were sold out. The new brand ‘Le Blanc Payou,’ featuring model Lee Hyun-yi, held a pre-launch through mobile TV ‘ELive’ on the 19th and 25th before its TV broadcast launch. It was simultaneously streamed on open markets and fashion platforms, garnering high response with over 100,000 viewers.

Lotte Homeshopping will officially showcase season new products such as jackets and padding through representative fashion programs like ‘EL Show,’ ‘Lee Soo-jung Shop,’ and ‘Young Style’ starting from the 12th of next month as part of the post-Chuseok event. On the 17th, the flagship program EL Show will launch the new brand ‘Le Blanc Payou’ on TV. About 10 products including blouses and skirts that can be matched with season main items such as jackets and dresses will be introduced, along with a launch commemorative promotion. On the 12th at 7:40 PM, a 125-minute LBL special will introduce season firsts like the ‘camel padding coat’ and ‘100% cashmere round neck cardigan,’ and ‘Paul & Joe’ will focus on selling outerwear such as jackets and coats from 12:40 PM on the 15th (Thursday).

Kim Ji-yeon, head of product development at Lotte Homeshopping, said, “The FW season launch of fashion brands that started in mid-this month is receiving a good response from the beginning,” adding, “The season’s strategies such as ‘brand renewal,’ ‘celebrity models,’ and ‘MZ generation specialized lines’ are encouraging as they are well received by customers, and we plan to offer a wider variety of seasonal products such as outerwear in line with the full autumn season after Chuseok.”

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