Lotte Home Shopping said on the 30th that it held a "Fashion is Lotte" special from the 8th to the 17th and focused on showcasing new fall-winter products.
The special featured: ▲ sustainability ▲ minimalist design ▲ a portfolio reorganization prioritizing versatility. While reinforcing durability and quality, it launched new brands with reasonable prices to break preconceptions about home shopping fashion and move to expand its footing as a premium channel.
Since its 2016 launch, LBL (Life Better Life), which has led an upscale push, strengthened its sophisticated image by hiring model Lee Young-jin. Items using premium materials such as cashmere, silk and wool gained popularity, and in particular, the 100% "camel (camel hair)" handmade coat sold out of key sizes 20 minutes into its launch broadcast.
The exclusive brand Georges Resh recorded the highest number of orders. Its Essential Line focused on basic items and its trendy new products drew a strong response. The "three-pack sheer blouses" unveiled on 11th sold out 10,000 sets in 45 minutes on air, and the "three-pack barrel-leg pants" introduced on 13th also sold 8,600 sets. Cumulative orders during the event reached 50,000.
The French contemporary brand Paul & Joe drew attention this season with its "wool-blend poncho cape cardigan." On 12th, it logged 4,300 orders in 40 minutes on the fashion program "Young Style," and it plans to roll out mink and wool outerwear in sequence.
In addition, Lotte Home Shopping newly launched neMMER, a high-end cashmere-focused brand. True to the brand name meaning "clothes that resemble me," it aims for a premium lineup suitable for long-term wear, moving away from value-focused home shopping fashion. Its signature Brushed Cashmere Knit increased content and enhanced resilience, positioning itself as "a new standard for premium knits."
Lotte Home Shopping began selling neMMER through its online mall Lotte iMall. It is also preparing a first TV home shopping broadcast on 18th next month.