Exclusive Launch of BOB by Lotte Homeshopping
Cumulative Orders Reach 9 Billion Won and 65,000 Sets
Lotte Homeshopping has made a significant impact on the senior men's fashion market for those in their 50s and 60s by exclusively launching the Italian premium brand 'BOB'. With the recent increase in outdoor activities such as golf and hiking, demand for leisure fashion among senior men has also surged. In response, Lotte Homeshopping introduced the BOB brand, which combines luxury and practicality.
'BOB' is an Italian fashion brand established in 2005, with over 1,200 stores worldwide. It is characterized by sophisticated and stylish designs, including hand-painted logos by artists from Tuscany and intricate embroidery details on premium materials. The brand has focused on differentiating its quality by considering various elements such as 'premium materials', 'refined design', 'meticulous details', and 'comfortable fit'. Every detail, including the texture of the materials and punching, has been thoroughly reviewed, resulting in the creation of 'premium casual leisurewear' rather than ordinary sportswear.
On March 9, Lotte Homeshopping introduced a set of two BOB items?a jacket and a vest?through its sports-specialized program 'Run by Style'. During the broadcast, popular colors sold out early, resulting in 800 million won in orders within just 60 minutes. On March 18, the brand showcased jackets and pants, which led to 1.4 billion won in orders in just one hour. Notably, the proportion of men making purchases directly, rather than women ordering on their behalf, increased more than threefold.
Lotte Homeshopping plans to continue strengthening its lineup of premium sportswear made with functional materials in the future. Lee Taeho, Head of Fashion and Sports at Lotte Homeshopping, said, "We will continue to introduce sports fashion featuring premium materials, refined design, and functionality." To date, BOB has achieved cumulative orders totaling approximately 9 billion won, with a cumulative quantity exceeding 65,000 sets.
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