LF Jil Sander New York, First Contemporary Brand to Host Live Broadcast

[Asia Economy Reporter Yujin Cho] Lifestyle culture company LF (CEO Oh Gyusik)'s New York-inspired contemporary menswear brand Jil Stuart New York will hold a style window live broadcast through Naver Shopping Channel 'Selective' at 9 PM on the 21st.

Jil Stuart New York decided to conduct a live commerce broadcast in partnership with the search portal Naver for the first time among contemporary brands, aiming to provide customers with a new shopping experience by combining the advantages of both online and offline.

Through this, the strategy is to strengthen contactless services in line with the recently spreading non-face-to-face (untact) consumption trend and to discover new channels for communication with consumers.

Live commerce, which introduces products in real time via mobile, vividly provides a proxy experience of visiting stores and has recently gained attention as a channel where viewers can purchase products while watching the broadcast.

Among them, Naver Selective is a leading domestic live shopping channel favored by the young generation in their 20s and 30s, delivering vivid product information and trends through mobile broadcasts, and the hosts resolve questions about products through real-time chat, receiving great responses.

Jil Stuart New York plans to meet viewers with fun and informative live broadcast content, including popular products from the 2020 spring/summer season and the much-talked-about ‘Ignasi Monreal Collaboration Line’ introduction and purchase tips.

In addition, it will provide styling tips much needed by many men, such as how to utilize setups that cross formal and casual styles, smart coordination methods using denim pants, and ways to use shirts and t-shirts to showcase style even in the heat, as well as deliver abundant fashion information through real-time Q&A sessions.

This live broadcast will be held at LF’s complex shopping culture space, the edit shop ‘Raum East,’ and can be viewed for one hour from 9 PM on the 21st through the ‘Selective’ channel on Naver’s mobile shopping tab.

Jil Stuart New York will select five participants who leave supportive comments on the live preview post before the broadcast and present them with brand cap hats, and during the live broadcast, a surprise guerrilla discount event will be held on this season’s new products to offer exceptional benefits.

Kang Myungbo, head of the men’s team at LF Jil Stuart New York, said, “We are newly attempting live broadcasts that include shopping, information, and entertainment elements to directly share the style pursued by Jil Stuart New York beyond simply selling products and to communicate interactively with customers who cherish the brand.”