Differentiating Fashion with Overseas Designer Brands
Unveiling New SS Season Items Including Tweed Knit Jacket
Lotte Homeshopping announced on the 11th that it will launch the American designer brand '3.1 Phillip Lim Studio' on the 23rd and begin exclusive sales of overseas designer brands.
3.1 Phillip Lim Studio is a New York designer brand founded by Chinese-American designer Phillip Lim in 2005, celebrating its 20th anniversary this year. It has gained steady popularity among domestic fashion enthusiasts for its practical and sophisticated designs.
In preparation for the spring/summer (SS) season this year, Lotte Homeshopping prepared to launch 3.1 Phillip Lim Studio. They signed an exclusive license contract for about eight months and prepared SS new products worth 12 billion KRW. Reflecting the shopping tendencies of women in their 40s and 50s who are familiar with mobile, the brand plans to showcase not only on live TV home shopping broadcasts but also through live commerce and social networking services (SNS). A making film of the photoshoot with model Lee Hye-jung and a card news containing the brand concept will also be released on Lotte Homeshopping’s official Instagram.
At 10:35 PM on the 23rd, three new products from 3.1 Phillip Lim Studio will be unveiled. These include the 'Tweed Knit Jacket,' which uses three types of yarn to create a three-dimensional and luxurious feel; the 'Signature Knit,' made from soft materials for comfortable wear; and the 'Crystal Pants,' which emphasize luxury with high-quality hotfix embellishments. New products such as the 'Half Trench Jacket' and 'Crystal Denim Jacket' will be introduced sequentially in the future.
Kim Ji-yeon, head of Lotte Homeshopping’s fashion division, said, "We will lead the SS season fashion trends by proposing luxurious and differentiated styles for women in their 40s and 50s, who are the main customers of home shopping."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
