Lotte Department Store Presents Tag Heuer New Products via 'Live Broadcast'

Live broadcast scene of 'Secret Live' on 1000LIVE, the live streaming channel of Lotte Department Store Mall. (Photo by Lotte Department Store)

[Asia Economy Reporter Seungjin Lee] Lotte Department Store introduces luxury goods through 'live broadcasting.'

Lotte Department Store will showcase limited edition and new products from the Swiss luxury watch brand 'TAG Heuer' on the 21st via 100LIVE, the live broadcast channel of Lotte Department Store Mall.

Lotte Department Store planned this live broadcast as the luxury buyer demographic is getting younger and the non-face-to-face consumption culture has expanded recently due to the novel coronavirus disease (COVID-19). In July, a luxury styling class conducted through a secret live broadcast was held privately by sending links to VIP customers, recording 5,000 views and sales of 80 million KRW.

The luxury live broadcast starting at 2 p.m. on the 21st will introduce five lines, including the limited edition of TAG Heuer’s popular wedding watch line ‘Formula 1’ and new smartwatches, in line with the department store’s wedding promotion period, along with styling tips. An event will be held to award double mileage points to Lotte Wedding Members customers who purchase on the day of the broadcast, and special benefits commemorating the broadcast are also prepared.

Meanwhile, since August, Lotte Department Store has been strengthening communication with customers by conducting secret live broadcasts twice a month exclusively for premium customers. The luxury styling classes, which were previously only available offline for premium customers, are now conducted through online live broadcasts. Access is possible only through a ‘hidden link’ specially provided to premium customers, and various digital shopping experiences will be offered, such as luxury magazine editors and models personally wearing new products and fashion trends and interacting with customers via real-time chat.

Kim Hyera, Head of Overseas Fashion Division at Lotte Department Store, said, “The activation of non-face-to-face commerce channels accelerated by COVID-19 has made live broadcast collaborations with luxury partners, which were previously unthinkable, possible. In the second half of the year, we plan to activate luxury live broadcasts by planning various brands and events to continuously communicate and build relationships with VIP customers.”