LG Tromm Washing Machine and Clothes Dryer Brand Power No. 1

AR Virtual Fitting Service Enhances 'Lotte Duty Free' Brand Competitiveness

LG Tromm Washing Machine

In the washing machine and clothes dryer industry, LG Tromm ranked first in this year's National Brand Competitiveness Index (NBCI). LG Tromm washing machines received high praise for enhancing customer value through excellent performance and space efficiency. The flagship product, the ‘WashTower,’ is approximately 87mm shorter in height compared to installing large-capacity drum washers and dryers vertically side by side. Without the need for a separate pedestal, it is convenient to load and unload laundry or manage the filter in the dryer. The AI washing machine detects the weight of the clothes and then uses big data to identify the fabric type, selecting the optimal washing method autonomously. Even without a separate smartphone app or wired connection, when the washing machine sends the washing course used to the dryer, the dryer automatically sets the most suitable drying course. In September last year, considering the trend of increasing single-person households, a 12kg capacity product was also launched. When installed vertically with the 9kg capacity Tromm dryer ThinQ, it maximizes space utilization. A product equipped with a ‘Pet Care’ function was also introduced. Using the pet care washing course of the LG Tromm washing machine Steam Pet effectively removes pet excrement, mud, grass, and other everyday stains on clothes. It is also useful for removing pet odors.

The LG Tromm clothes dryer Steam ThinQ offers a differentiated experience with patented technology and various convenience features. ‘TrueSteam,’ which boils water at 100 degrees Celsius, is effective not only for deodorization and sterilization but also for reducing wrinkles in fabrics. Including this, LG Electronics has registered over 1,000 steam-related patents domestically and internationally to date. The steam sterilization course removes harmful bacteria as well as viruses. Three specialized steam courses that help keep clothes and bedding fresh have been verified by the Korea Apparel Testing & Research Institute (KATRI) for their deodorizing performance, reducing odors such as sweat smells embedded in fabrics. There are also dedicated courses for sterilizing baby clothes with steam and deodorizing outdoor or functional clothing. According to test results from the Korea Institute of Medical Science, the baby clothes course removes 99.99% of harmful bacteria including Staphylococcus aureus, Pseudomonas aeruginosa, Klebsiella pneumoniae, and Escherichia coli. Technologies such as 100% low-temperature dehumidification drying from start to finish and a system that automatically rinses with water after each drying course are also equipped.

In the duty-free store industry, which faced difficulties due to COVID-19, Lotte Duty Free had the highest brand competitiveness. Lotte Duty Free revamped its online platform through about eight months of system development. The biggest features are enhanced digital experience elements and improved customer convenience. This was to lay the foundation to provide differentiated digital experiences to customers when overseas travel normalizes. The augmented reality (AR) sunglasses virtual fitting service is a digital experience content that recognizes the face through a smartphone camera and allows users to virtually try on sunglasses. Currently, over 300 products can be experienced through AR. Lotte Duty Free plans to expand this service to more product categories through collaboration with companies possessing AR technology. With the beauty brand Sulwhasoo, they introduced a virtual experience space using virtual reality (VR). In this virtual space, where the interior of the Sulwhasoo store can be viewed 360 degrees, clicking on displayed products allows users to check detailed product information and directly purchase through Lotte Internet Duty Free.

Preparing for the post-COVID era, Lotte Duty Free presented ‘global’ as this year’s key theme and began diversifying its portfolio. As the first step, a new store was opened in the departure hall of Kansai International Airport near Osaka, Japan. The business operation period is until September 2023, with expected sales of about 100 billion KRW over the entire period. To diversify its business portfolio, it is also focusing on the Southeast Asian market and Vietnamese customers. Recently, preparations for overseas business, which had been temporarily suspended due to COVID-19, resumed at the Danang city store and Hanoi city store in Vietnam. With the global vaccine rollout accelerating and signs of travel demand recovery, the strategy is to seek a rebound opportunity in overseas markets, especially Vietnam, which has high growth potential. Lotte Duty Free plans to expand its influence in the global duty-free market by considering entry into various overseas locations attracting tourists in the future.