Escada·Anna Sui... The Glamorous Revival of 'Y2K Brands'

Orders Surge from Women Aged 40-50 on Home Shopping
Order Amount Surpasses 1.6 Billion Won in 1 Hour
Some Items Sold Out in 30 Minutes

Lotte Homeshopping is captivating the hearts of its main customer base, women in their 40s and 50s, by leading with fashion brands that were popular in the 2000s, such as Escada and Anna Sui.

On the 22nd, Lotte Homeshopping announced that orders for men's and women's jumpers, sweatshirts, and jogger pants from the 'Escada White Label,' launched on the 18th, surpassed 1.6 billion KRW within just one hour of broadcast. In particular, the jumpers sold out the prepared quantity within 30 minutes.

Anna Sui, which is showcasing spring season fashion items featuring floral patterns, received over 12,000 orders during a 60-minute broadcast on the 11th. Compared to last year, the average order amount per broadcast increased by more than 80%, and since its launch in August 2022, the cumulative order amount has reached 34 billion KRW.

Escada's satin sweatshirt (left) and Anna Sui's flower print knit cardigan.
[Photo by Lotte Home Shopping]

The German luxury brand Escada and the American designer brand Anna Sui introduced clothing, accessories, and cosmetics to the domestic market, gaining popularity in the early to mid-2000s. Escada was favored by women in their 40s and 50s at the time for its high-quality materials and designs, while Anna Sui attracted attention with its distinctive patterns.

Lotte Homeshopping analyzed that the success of these brands is the result of maintaining brand identity while reflecting the latest trends, meeting the demands of women in their 40s and 50s. In fact, this year, the order amount from female customers in their 40s and 50s for Escada and Anna Sui was more than 20% higher compared to general fashion brands. The representative spring season product from Anna Sui, the 'Flower Print Knit Cardigan,' received 4,500 orders during its launch broadcast.

Kim Ji-yeon, head of the fashion division at Lotte Homeshopping, said, "Luxury brands like Escada and Anna Sui, which once enjoyed sensational popularity, are receiving high responses from women in their 40s and 50s with designs that boldly incorporate trends while maintaining their unique brand identities. We will continue to introduce competitive new products that meet customer needs and sustain this wave of success."

Meanwhile, Lotte Homeshopping will launch a renewed version of the 'Anna Sui Light Jumper,' which sold 10,000 units last year, on the 22nd, and on the 24th, it will launch the 'Escada Satin Sweatshirt' featuring logo embroidery that embodies the brand identity.

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