Home&Shopping Launches Premium Strategy to Revitalize Fashion Market

[Asia Economy Reporter Kim Cheol-hyun] Home&Shopping (CEO Kim Ok-chan) announced on the 23rd that it will introduce differentiated products with a fashion premiumization strategy in the era of the novel coronavirus infection (COVID-19).

Home&Shopping believes that although demand for clothing purchases has decreased due to the impact of COVID-19, the need for luxurious and differentiated products is increasing. Accordingly, various fashion items for the fall/winter (F/W) season are being launched one after another.

On the 24th at 11:25 AM, the Italian luxury brand 'Milason,' which is present in over 200 stores worldwide and domestic luxury department stores, will broadcast the 'Wool Blended Tailored Coat' and 'Hood Muffler Set.' The Milason Wool Blended Tailored Coat is a premium coat made of wool and cashmere. It is available for immediate purchase through the Home&Shopping mobile app special exhibition.

A Home&Shopping official said, "As customer needs are changing due to the impact of COVID-19, fashion styles must also change accordingly to revitalize the stagnant fashion industry," adding, "We plan to continuously introduce differentiated fashion products this season."