Including Popular PB and LB Brands and Directly Sourced Labels
Over 430 Off-Season Items from More Than 40 Brands
Expansion Plans Beyond Fashion to Jewelry, Bags, and Shoes
On January 19, Hyundai Home Shopping announced the launch of "D Shop (Discount SHOP)," a new platform offering over 430 off-season fashion items from more than 40 brands at ultra-low prices.
While there have been cases where off-season items were introduced as a subcategory within the official home shopping online mall, Hyundai Home Shopping is the first to separate and operate such offerings as an independent platform.
A Hyundai Home Shopping representative explained, "The existing official online mall, Hyundai H Mall, is a comprehensive platform that covers a wide range of mid- to high-priced brands in categories such as fashion, living, and food. As a result, it has been limited in improving accessibility and visibility for value-for-money fashion. Since D Shop is focused on ultra-low-priced fashion, it will serve as a channel where customers, who spend a lot of time comparing price benefits in a high inflation environment, can more easily and quickly access special deal products."
The products sold on D Shop will mainly consist of Hyundai Home Shopping's own brands (PB) and licensed brands (LB), which prioritize practical items over those sensitive to design or seasonal trends. Representative brands include PBs such as Material Lab and Urban Around, LBs such as Prima Classe and New Cashmere, as well as directly sourced brands operated by Hyundai Home Shopping such as Jimmy Choo, Duvetica, and G/Fore. The platform will primarily feature steady sellers that are not affected by season or trends, selected from products that have been off TV home shopping broadcasts for over a year.
Prices start as low as 9,900 won, with the average discount rate at 70% off the original retail price. Hyundai Home Shopping plans to highlight key special deal products on the D Shop main page and offer price-based tabs such as under 10,000 won, under 30,000 won, 30,000-50,000 won, and over 50,000 won, so that customers can intuitively experience the price benefits.
Through the launch of D Shop, Hyundai Home Shopping aims to maximize the lock-in effect among women in their 40s and 50s, who have a high fashion repurchase rate. To this end, targeted marketing such as shopping information text messages will be conducted to encourage these customers to visit D Shop naturally. In addition, the company plans to attract new customers among price-sensitive consumers in their 20s and 30s through social networking service (SNS) marketing focused on price benefits.
A Hyundai Home Shopping representative stated, "D Shop is a channel that concentrates Hyundai Home Shopping's capabilities in direct purchasing and price competitiveness, and we expect it to expand customers' rational consumption experiences. We will continue to leverage Hyundai Home Shopping's unique know-how and buying power to steadily pursue platform diversification going forward."
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