Competition Ratio Reaches 400 to 1... Lotte Department Store Holds 'Dad Transformation Challenge'

To Be Released on SNS by Mid-Next Month

[Asia Economy Reporter Seungjin Lee] Lotte Department Store announced on the 27th that it will hold a fashion makeover event called ‘Our Dad Transformation Challenge’ in collaboration with fashion brands.

From today until mid-next month, Lotte Department Store will release event photo shoots and videos featuring men's casual clothing brands such as The New Gray, Series, Customellow, and Elidenplay on social networking services (SNS) and YouTube accounts. The event showcases special stories capturing the transformations of 14 selected dad-child couples. It also introduces new men's fashion products and styling tips for this fall and winter (FW) season.

The pre-registration competition was intense. Lotte Department Store accepted applications for three weeks from August 21 to September 6, receiving 5,500 applicants. The competition rate was about 400 to 1. The promotional video posted on SNS also surpassed 150,000 views.

Meanwhile, for customers who unfortunately could not participate in the event, Lotte Department Store will hold a ‘Dad Gift Recommendation Live Broadcast’ with comedian Heo Kyunghwan at 3 PM today through Lotte Department Store Mall 100LIVE. Heo Kyunghwan and professional stylists will suggest fashion styling and sell products that are good gifts for dads during Chuseok.

Hyun Jonghyuk, head of the Customer Experience Division at Lotte Department Store, said, “This event prepared for all dads in Korea received a great response with various elements that touch emotions,” and added, “We plan to present various makeover projects that support customers’ lives and communicate with them.”