롯데홈쇼핑(대표 김재겸)은 이달 23일 미국 디자이너 브랜드 ‘3.1 필립림 스튜디오’를 론칭하고 해외 디자이너 브랜드 단독 판매해 차별화에 나선다.
롯데홈쇼핑은 올해 춘하 시즌 ‘3.1 필립림 스튜디오’ 론칭을 위해 약 8개월의 기간을 거쳐 단독 라이선스 계약을 체결, 춘하 시즌 신상품 120억 원 물량을 확보했다.
3.1 필립림 스튜디오(3.1 Phillip Lim STUDIO)는 중국계 미국인 디자이너 필립림이 2005년 첫 선을 보인 이후 올해 설립 20주년을 맞은 뉴욕 디자이너 브랜드다. 실용적이고 세련된 디자인으로 국내 패션 마니아들 사이에서 꾸준한 인기를 얻어 왔다. 기본 디자인에 포인트를 더한 개성 있는 아이템이 차별점이다.
모바일에 익숙한 4050세대 여성의 쇼핑 성향을 반영해 TV홈쇼핑 생방송뿐만 아니라 라이브커머스, SNS 등에서도 선보일 계획이다. 앞서 7일 롯데홈쇼핑 라이브커머스 ‘엘라이브’에서 선공개한 결과 조회수 3만 회를 기록하는 등 흥행 기대감을 높였다.
롯데홈쇼핑 공식 인스타그램을 통해 모델 이혜정과 함께한 화보 촬영 현장 메이킹 필름과 브랜드 콘셉트를 담은 카드뉴스도 공개한다.
오는 23일 오후 10시 35분 ‘3.1 필립림 스튜디오’ 신상품 3종을 공개한다. 3가지 원사를 활용해 입체감과 고급스러움을 살린 ‘트위드 니트 재킷’, 부드러운 소재로 편안한 착용감을 살린 ‘시그니처 니트’ 등을 선보인다.
‘크리스탈 팬츠’는 고품질의 핫픽스 장식을 활용해 고급스러움을 강조했으며, 세미 와이드핏으로 편안하면서도 우아한 멋을 자랑한다. 론칭을 기념해 포토 상품평을 남긴 모든 고객에게 브랜드 로고가 새겨진 에코백을 증정한다. 향후 ‘하프 트렌치 재킷’, ‘크리스탈 데님 재킷’ 등 신상품을 순차적으로 공개할 예정이다.
김지연 롯데홈쇼핑 패션부문장은 “뉴욕 특유의 클래식한 감성을 자랑하는 디자이너 브랜드 ‘3.1 필립림 스튜디오’를 단독으로 선보이게 됐다”며, “홈쇼핑 주요 고객층인 4050 여성들을 위한 고급스럽고 차별화된 스타일을 제안해 춘하 시즌 패션 트렌드를 선도할 것”이라고 말했다.
한편, 롯데홈쇼핑은 패션 차별화 일환으로 해외 디자이너 브랜드를 단독으로 선보이고 있다. 지난 2020년 단독 론칭한 미국 디자이너 브랜드 ‘데렉램 10 크로스비’는 현대적이고 세련된 스타일로 지난해 주문액이 직전 해와 비교해 약 60% 신장했다.
또한 럭셔리 패션 브랜드 ‘안나수이’는 화려한 색상과 특유의 패턴을 살린 아이템을 합리적인 가격에 선보이며 지난해에만 주문액 210억 원 이상을 기록했다. 롯데홈쇼핑은 앞으로도 글로벌 디자이너 브랜드를 단독으로 선보일 예정이다.


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