Lotte Homeshopping Launches New Brands Vibeuljit and Deb Plus... "Product Diversification Strategy"

Strategies for Diversifying Products and Sales Channels

Lotte Homeshopping announced on the 30th that its new fall brands, 'Vivebridget' and 'Deb Plus,' are receiving positive responses in the early stages of their launch.

Lotte Homeshopping selected 'diversification of products and sales channels' as its fashion strategy for this fall and winter, emphasizing ▲expansion of exclusive brands through new brand launches ▲diversification of items by brand ▲expansion of multi-channel sales routes. In particular, the number of new exclusive brands this season has more than doubled compared to previous years.

Lotte Homeshopping, New Fashion Brands 'Vivebridget', 'DAB Plus'
[Photo by Lotte Homeshopping]

The most carefully developed brand this season, Vivebridget, sold 5,000 sets of cropped shirts within 30 minutes during its launch broadcast on the 22nd. The designer brand 'Deb Plus,' which features the virtual human Lucy as its official model, introduced six new products including tweed jackets, denim pants, and chiffon skirts on the 28th, achieving 20,000 orders and 1.4 billion KRW in sales over 140 minutes.

Lotte Homeshopping plans to continue introducing new brands that combine premium materials with reasonable prices. On the 3rd of next month, the modern casual brand 'Rodon,' featuring actor Kim Soo-hyun as its model, will be launched simultaneously on the mobile TV platform ELIVE and Queenit, the number one vertical fashion application for the 40s and 50s age group. The brand proposes a comfortable lifestyle using premium materials such as merino wool, wool silk, and cashmere, offering hunting jackets, denim pants, and sweatshirts. Also, within next month, the Mongolian premium cashmere brand 'Goyo' will make its debut, showcasing five new products including pullover knits, cable jackets, and shawls with patterns and colors that highlight the luxurious cashmere material.

A Lotte Homeshopping representative said, "In preparation for the peak fashion seasons of fall and winter, we have doubled the number of new fashion brands compared to previous years, resulting in a positive response in the early stages of the launches. Moving forward, we will continue to introduce trendy products that reflect customer needs, which have not been previously offered on TV home shopping."

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