Spring Fashion Surge: Lotte Home Shopping Reports 70% Increase in Orders for New Brands
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[MyDaily = Reporter Bang Geum-suk] As the weather starts to warm up, Lotte Homeshopping reported on the 26th that orders for transitional spring pieces—like cozy knits and lightweight cardigans—have jumped.
Earlier, Lotte Homeshopping launched its “Fashion Is Lotte” special and unveiled spring collections from exclusive fashion labels including 3.1 Phillip Lim Studio, LBL, and Vivebridget.
From the 20th to the 25th, total orders topped 150,000, and weekend sales of new spring arrivals were about 70% higher than usual. By category, orders for transitional-season items increased 50% year over year.
Women in their 50s and 60s—the core TV home-shopping demographic—accounted for the largest share of orders at 70%.
Lotte Homeshopping said its spring–summer strategy emphasizes diversified materials, brand lineups tailored to different customer tastes, and bold colors and artwork. It will roll out roughly 30 new items from 12 brands through the 3rd of next month.
Notably, New York designer label 3.1 Phillip Lim Studio will introduce new pieces such as a trench jacket and a crystal-denim jacket.
Lotte Homeshopping’s private label LBL will launch transitional staples including a suede jacket and three sheer knit styles.
Vivebridget, which recently named model Kim Jin-kyung as its new face, will collaborate with designer brand Superthings on the 1st of next month to release pearl-denim pants and a tweed jacket.
Kim Ji-yeon, head of Lotte Homeshopping’s fashion division, said, “With the deep cold easing and more customers shopping for spring wardrobes, purchases of exclusive brands’ spring items are rising. We’ll keep introducing seasonally in-demand pieces and offer a differentiated, head-to-toe fashion experience.”
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