여성 캐주얼 브랜드 더바넷(The Barnnet, 대표 정해신)이 29CM의 라이브 방송 콘텐츠 ‘29라이브(29LIVE)’에서 입점 이후 역대급 기록인 총 거래액 14억 원을 돌파했다.
지난 11월 진행한 ‘더바넷 X 무신사 라이브’에 이은 또 한 번의 흥행으로, 라이브 커머스 시장에서의 브랜드 영향력과 충성 고객 기반을 다시 한 번 입증했다.
‘더바넷 X 29라이브’는 12월 1일 오후 8시부터 9시까지 단 1시간 동안 방송됐다. 시작 후 1시간 만에 약 8억 원을 기록했고, 이어 4시간 누적 거래액이 14억 원에 도달하며 폭발적인 구매력을 보였다. 또한 방송 전부터 사전 알림 신청자만 4만 명 이상을 기록하며 높은 기대감을 반영했다.
특히 여성 고객 비중이 93.4%, 객단가가 30만 원대를 넘는 고가 형태임에도 높은 구매 전환이 이뤄지며, 이번 성과가 단순 트래픽이 아닌 고객 신뢰와 충성도 기반의 실질 구매력에서 비롯됐음을 증명했다. 라이브 중 채팅 수는 약 3만 건으로, 29라이브 역대 채팅 건수 1위를 기록했다.
주요 판매 제품은 더바넷의 무드를 대표하는 아우터 라인업이 장악했다. Nuvelle Fur Jacket(누벨 퍼 재킷), Snow White Half Balmacaan Coat(스노우 화이트 하프 발마칸 코트), Everest Fur-Trimming Duck Down Parka(에베레스트 퍼 트리밍 덕 다운 파카) 등이 톱 셀링 아이템으로 꼽히며 브랜드 인기 제품의 저력을 확인했다.
더바넷 관계자는 “올해 가장 높은 고객 반응을 이끌어낸 라이브였다”며 “더바넷만의 무드를 더욱 선명하게 보여줄 수 있는 콘텐츠와 경험을 이어가고, 온·오프라인에서 브랜드 확장을 더욱 강화하겠다”고 말했다.
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