Lotte Home Shopping's Fashion Brand 'Le Blanc Payu' Achieves 6 Billion KRW in Orders Within One Month of Launch

Le Blanc Payu Launch Broadcast by Lotte Homeshopping. (Photo by Lotte Homeshopping)

[Asia Economy Reporter Jeon Jinyoung] Lotte Homeshopping announced on the 16th that its new fashion brand ‘Le Blanc Payu,’ which was first introduced last month, recorded orders worth 6 billion KRW within a month of its launch.

Le Blanc Payu is a new brand exclusively launched by Lotte Homeshopping in September this year through collaboration with the designer brand ‘Payu,’ which is popular among the MZ generation (Millennials + Generation Z). Model Lee Hyun-yi was selected as the representative model, and a line specialized for the MZ generation was planned for the first time, achieving 6 billion KRW in orders within a month of launch. The influx of customers in their 20s and 30s was more than 20% higher compared to existing exclusive brands. Unlike existing fashion broadcasts where muted colors are popular, bright colors such as purple and yellow sold out early, and these colors showed high preference during the broadcasts.

Last month’s pre-launch on the mobile TV platform ‘ELive’ was simultaneously streamed on open markets and fashion platforms, surpassing 100,000 viewers. The TV home shopping launch broadcast sold 40,000 sets during the 150-minute broadcast, achieving the highest sales among exclusive fashion brand launches since COVID-19. The most popular product, the ‘Anthony Jacket,’ sold out every broadcast, with about 30,000 sets sold to date. The ‘Shirring Flare Dress’ sold over 20,000 sets, and the ‘Goose Cape Down,’ introduced for the first time this month, is also receiving high acclaim. With the full-scale autumn/winter (FW) season approaching, the programming will be expanded from next month, focusing on winter outerwear such as the ‘Handmade Poncho Coat’ and ‘Flare Lady Coat,’ with various new products to be introduced intensively.

Kim Ji-yeon, head of product development at Lotte Homeshopping, said, “The new brand ‘Le Blanc Payu,’ planned to diversify age groups, is receiving a good response right from its launch. It is gaining attention as a product that satisfies generation-specific lines, celebrity models, cost-effectiveness, and emotional value. With the full-scale FW season approaching, we plan to introduce various new products focusing on outerwear from next month.”

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