Lotte Home Shopping Launches PB Development for MZ Generation Featuring New Materials, Snacks, and Living Products

Lotte Homeshopping's own brand product lines. (Photo by Lotte Homeshopping)

Lotte Homeshopping is strengthening its private brands (PB) by targeting trends where the MZ generation (Millennials + Generation Z) is emerging as the main consumer group, including generation-exclusive brands and brands combined with commerce.

Its self-planned brand ‘LBL’ is a premium brand that develops and plans the industry's first top-grade new materials each season, focusing on cashmere. It has a loyal fan base with an annual order amount of 100 billion KRW and a repurchase rate of about 50%.

In September last year, the company established the ‘MZ PB Development Team’ composed of MZ generation employees to develop its own products reflecting the consumption tendencies of the 20s and 30s generation. In January, the first brand, a high-protein snack ‘Uju Protein,’ was launched on ‘Wadiz,’ the number one crowdfunding platform in Korea, achieving 40 times the target performance. In June, it launched the eco-friendly brand ‘Otherapy’ reflecting the demand for value consumption.

With the expansion of the content market, it also introduced exclusive brands linked to commerce. In May, after product planning, production, and branding processes, it launched the content commerce exclusive brand ‘Blancat.’ Next year, it plans to expand the product range to kitchen and living items and increase sales channels through Lotte Homeshopping’s own channels as well as online and mobile commerce.

It also launched the cost-effective brand ‘Alltar Life’ considering high inflation. The first product, a ‘cap-type wet tissue,’ has received positive responses from the early stages of its launch due to its price of about 10 KRW per sheet, monotone minimal design, and same-day shipping service for customer convenience.

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