Lotte Home Shopping Launches Industry-First Mobile Live Broadcast at US Fashion Store

Live Broadcast at 'Karl Lagerfeld' in Leesburg Outlet on the 6th
Hosted by Local Fashion Expert... Up to 60% Discount

Lotte Homeshopping announced on the 3rd that it will conduct a live broadcast at a U.S. fashion store for the first time in the industry through its live commerce platform 'L Live.'

Lotte Homeshopping US Fashion Store Live Commerce. Provided by Lotte Homeshopping

Lotte Homeshopping plans to hold a mobile live commerce broadcast for two hours starting at 8 PM on the 6th at the 'Karl Lagerfeld' store, a luxury fashion brand located in Leesburg Outlet, Virginia, USA. This is the first-ever live broadcast on-site in the U.S. industry, in collaboration with 'US Department Store GNS,' a company operating live commerce channels locally.

The company’s representative, Tae-guk Cho (stage name TK), is a local luxury fashion expert with 20 years of experience living in the U.S. and working as a luxury buyer. During the broadcast, the brand manager will appear together to directly introduce the store’s fashion and accessories products and provide styling tips. Differentiated services such as ▲100% authentic product guarantee ▲up to 60% discount during the broadcast ▲fast delivery within two weeks have also been prepared. Going forward, they plan to continuously introduce products reflecting the latest U.S. fashion trends through on-site live broadcasts at U.S. department stores and outlets.

Lotte Homeshopping is expanding its global live commerce by introducing best-selling products from countries that are well-known domestically but difficult to purchase easily, such as Italy (food and living) and the U.S. (fashion and accessories). To address difficulties faced by middle-aged and older customers in overseas direct purchases due to translation and customs clearance issues, the company plans to increase trust through real-time communication during broadcasts and offer discount benefits.

Earlier in January, they launched the Italy living and food-specialized program 'Italy Boss in Lotte.' Featuring Italian body care brand 'Borotalco' and premium candy 'Rosana,' the program recorded a cumulative viewership of 800,000. Later this month, they plan to introduce a program showcasing health functional foods such as 'Manuka honey' and 'Green-lipped mussel oil' from New Zealand.

Jae-ryong Park, Head of Product Strategy at Lotte Homeshopping, said, "We are conducting the first local live commerce in the U.S., where demand for overseas direct purchases is highest in the industry. Leveraging the strengths of live commerce, which can be broadcast anytime and anywhere, we plan to introduce popular products from various countries that are hard to access domestically directly from the local sites."

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