The limited edition new product "Yoonjo Essence Holiday Collection" from Amorepacific's luxury brand "Sulwhasoo," scheduled to be released through Lotte Homeshopping on the 21st.
On the 21st, Amorepacific's Sulwhasoo Yunjo Essence Holiday Collection Industry-Exclusive Launch
Big Chunmoo Designer's New Brand 'Park Chunmoo Black' Sells Over 20,000 Sets on Broadcast
[Asia Economy Reporter Kim Yuri] Lotte Homeshopping announced on the 18th that it will exclusively launch new products from high-end brands that were previously unavailable on home shopping, including Amorepacific's luxury brands 'Sulwhasoo' and 'Hera', as well as the designer brand 'Park Chunmoo Black', focusing on premium specialization.
Over the past three years, the proportion of new brands handled by Lotte Homeshopping has accounted for 20% annually. Among these, the share of domestic and international luxury brands has exceeded half. Sales of related brands also accounted for more than half in each category. Lotte Homeshopping stated, "The stereotype that 'home shopping is cheap' has been broken, and a customer consensus on premiumization has formed. In this context, we plan to implement a super-luxury strategy by exclusively attracting high-priced brands preferred offline."
On the 21st, Lotte Homeshopping will introduce Amorepacific's luxury brand 'Sulwhasoo' on home shopping for the first time. At 11:35 AM, it will exclusively sell the single product 'Sulwhasoo Yunjo Essence', which records annual sales of 300 billion KRW. This is the first time the 'Sulwhasoo' brand is sold through TV home shopping broadcasts. Ahead of the year-end, a limited edition new product 'Holiday Collection', expressing the Joseon Dynasty's 'Chaekgado' with a modern sensibility, will be launched. Previously, on the 30th of last month, the new product 'Hera Black Cushion Couture' was released exclusively in the industry. It is a limited edition product made in collaboration with the high-end bespoke brand 'J. Baek Couture'. The broadcast, themed 'Hera Makeup Show' and produced with experts, was completely sold out.
On the 12th, the premium new brand 'Park Chunmoo Black' by designer Park Chunmoo, famous for the women's wear brand 'DEMOO', was launched for the first time in the industry. As a luxury brand previously available in department stores and boutiques, it generated buzz even before its launch, with over 1,000 viewer participation messages recorded, according to the home shopping side. Items such as the 'Reversible Handmade Long Coat' and 'Pintuck Pants' gained popularity and sold out in a short time, with about 20,000 sets sold. New products such as sunglasses from luxury brands 'Gucci' and 'Bottega Veneta' are also introduced exclusively in the industry. 'Gucci' introduced three types of Gucci sunglasses featuring this year's signature logo for the first time in the industry, recording a cumulative order amount of about 10 billion KRW to date.
Yoo Hyungju, Head of Product Division at Lotte Homeshopping, said, "In the past, luxury brands considered TV home shopping entry as a low priority, but recently they are actively launching new products first on TV home shopping and selling products through home shopping." He added, "As TV home shopping products become more premium, perceptions of home shopping as a sales channel are changing. We will continue to differentiate by actively attracting high-end brands preferred offline."
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