"Targeting Men in Their 30s and 40s" Hyundai Home Shopping Expands Men's Fashion Lineup
Male Fashion Specialized Broadcast 'Meotjin Namja Show' Scheduled Weekly Every 3 Weeks
Hyundai Home Shopping is unveiling a bold strategy to schedule fashion products specifically for men. Following an aggressive expansion of mobile live commerce targeting the MZ generation to diversify its customer base, which was previously centered on women over 40, the company is now moving to capture the 30s and 40s male fashion market, which has been regarded as a 'no man's land' in the home shopping industry.
On the 7th, Hyundai Home Shopping announced that it will expand and regularly schedule the men's fashion specialized program "Cool Man Show," featuring the popular men's fashion styling YouTuber "Kim Baewoo."
"Cool Man Show" was a pilot program aired once a month from October to December last year, but starting this year, it will be broadcast every three weeks on Saturdays at 5:45 PM. The pilot broadcasts of "Cool Man Show" conducted by Hyundai Home Shopping received great responses from men in their 30s and 40s due to its easy-to-understand explanations and matching suggestions tailored to male customers who find shopping for clothes difficult, covering fashion trends, styling know-how, and wear reviews. Among the three one-off broadcasts last year, the November and December episodes sold out completely.
The reason Hyundai Home Shopping is strengthening its men's fashion business is that the influx of male customers to TV home shopping has noticeably increased due to the COVID-19 pandemic. An analysis of Hyundai Home Shopping's consumption data for male customers in their 30s and 40s last year showed that sales increased by about 35% compared to 2021, and the number of customers watching broadcasts rose by 40%. The repurchase rate, which is a criterion for loyal customers, reached 65%.
Hyundai Home Shopping particularly noted that targeting the trend-sensitive 40s group known as "Young Forty (Young 40s)" was effective. For example, reflecting the popularity of practical "one-mile wear" and "newtro" in February 2021, the sales broadcast for the "New Balance 327 Sneakers," designed after 1970s New Balance shoes, sold out completely within about an hour with total sales reaching 1.2 billion KRW. Since then, Hyundai Home Shopping has steadily increased exclusive brands such as "Martinval," "USPA," and "DKNY Golf."
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Going forward, Hyundai Home Shopping plans to expand broadcasts specialized in men's lifestyle, including men's fashion brands and golf equipment, on a monthly basis. Kwak Hyun-young, Head of Sales Strategy at Hyundai Home Shopping, said, "Men in their 30s and older are emerging as important new customers for home shopping, and we have proactively planned fashion broadcasts targeting male customers. We will continue to expand related programming and introduce various specialized men's fashion brands."
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