[Report] "Leap to Brand House" Why CJ OnStyle VVIPs Gathered in One Place

First 'OnStyle Prestige' Event for VVIPs
F/W Fashion New Product Launch & Styling Class

16 Exclusive OnStyle Fashion Brands
Declares Leap to 'Brand House' Beyond Home Shopping Channels

CelebShop-Barneys New York 'Dual App' Launching in September
Expanding Reach to Overseas Luxury & Designer Brands

"We completed a classic 'Old Money Look' by pairing a cropped jacket and H-line skirt from the 'Celeb Shop Edition,' which features this year's trending gold buttons, with boots."

On the 9th, at the Chosun Palace Seoul Gangnam in Gangnam-gu, Seoul, the top-tier membership customers (VVIP) with the highest purchase amounts in the CJ OnStyle fashion category gathered in one place from 10 a.m. They attended the VVIP customer care program 'OnStyle Prestige,' which CJ OnStyle unveiled for the first time that day.

The theme of the first event was fashion. Korea’s top stylist Jung Yoon-ki and CJ OnStyle’s lead show hosts Lim Se-young, Kim Bong-hee, and Lee Sol-ji introduced the 2023 Fall/Winter (F/W) new products of CJ OnStyle’s four exclusive fashion brands: The Edge, Celeb Shop Edition, G Studio, and Karl Lagerfeld, showcasing styling that fits the second half of the year’s fashion trends. From September, the American heritage fashion brand 'Lucky Brand,' which is exclusively operated, was also unveiled as a surprise at the event. Customers listened attentively, taking notes so as not to miss explanations about this fall/winter’s trends and key items. During the session where they diagnosed their own 'personal color' with experts and explored styling for each CJ OnStyle fashion brand product that suits them, many showed high enthusiasm by coming on stage to participate in the tests.

(From left) Stylist Jung Yoon-ki, model, and host Lim Se-young are conducting the CJ OnStyle VVIP 'Fashion Styling Class' on the 9th at Chosun Palace, Gangnam-gu, Seoul.
[Photo by CJ OnStyle].

After the event, the attending customers enjoyed trying on the F/W new products at the experience booths set up in the lobby, taking photos in small groups. Yoon Sang-hyun, CEO of CJ ENM Commerce Division (CJ OnStyle), attended all three sessions held that day, sharing CJ OnStyle’s aspirations for its fashion brands with the VVIPs and attentively joining the fashion styling classes held afterward with the customers. Through the OnStyle Prestige program, CJ OnStyle plans to strengthen brand loyalty among its top-tier customers while expanding its new VIP customer base.

The reason CJ OnStyle chose fashion as the first category for OnStyle Prestige is that it is a core category to focus on in the second half of this year. CJ OnStyle boasts an unrivaled lineup with 16 exclusive fashion brands. These include women’s fashion private brands (PB) such as The Edge, Celeb Shop Edition, and Esselia, as well as licensed brands (LB) in fashion, sports, and accessories, including Karl Lagerfeld, G Studio, Cerruti, Casarel, Vera Wang, Senzone, Lucky Brand, Brooks Brothers, Daniel Cremieux, Basskia, Eddie Bauer, Colmar, and Frye, among others. By strengthening these exclusive fashion brands, last year CJ OnStyle achieved 1 trillion KRW in fashion sales. In the first quarter of this year, it also recorded a 35.8% year-on-year increase in operating profit (17.5 billion KRW) through strategies such as expanding its high-profit product portfolio including fashion.

Im Se-young, a show host, is conducting a 'Fashion Styling Class' for CJ OnStyle VVIPs on the 9th at Chosun Palace in Gangnam-gu, Seoul.
[Photo by CJ OnStyle].

In the second half of this year, CJ OnStyle will expand its scope beyond exclusive brands to the entire fashion sector. To this end, next month it will officially launch a 'fashion vertical platform' in the form of a dual application (app) that connects 'Celeb Shop' and 'Barneys New York.' Domestic designer brands can be browsed and purchased on the Celeb Shop platform, while overseas designer and luxury brands are available on the Barneys New York platform, all within a single app. This is the result of CJ ENM’s exclusive license agreement signed last October to operate Barneys New York’s domestic fashion business. Barneys New York LB products will also be unveiled for the first time at the end of this month. CEO Yoon said, "Including the official launch of the dual app in September, we will strategically nurture CJ OnStyle’s fashion category throughout the second half of this year."

CJ OnStyle is set to accelerate its leap into a 'brand house' leveraging its content not only in fashion but also in living and health functional foods, starting with this event. Through the event, it aims to raise awareness of key brands in each category and expand sales centered on VVIP customers who drive revenue. To this end, CJ OnStyle plans to expand the OnStyle Prestige program based on its major brand portfolio in the future.

CJ OnStyle's private brand (PB) 'Celeb Shop Edition' 2023 Fall/Winter (F/W) new products
[Photo by CJ OnStyle].

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