[Sponsored Report] Lotte Department Store gets ‘younger’

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[Sponsored Report] Lotte Department Store gets ‘younger’

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At Lotte’s first female clothes direct purchase select shop, BY ET TOL, customers browse clothing.


Recently, Lotte Department Store has been pursuing a young image. This is a natural goal for department stores in their efforts to follow the up-to-date trends, but this is also the strategy of Lotte to secure new customers and grow steadily. Another reason is that customers of all ages are looking for more “youthful” brands. To satisfy them, Lotte Department Store has been conducting large-scale renewals and redecorating its branches in a fresher atmosphere.

As an answer to the extended economic downturn, Lotte Department Store has conducted large-scale renewal to its branches located on the outskirts of cities. To help the young customers in the outskirts enjoy shopping without having to come to the main downtown of the city, the stores have been changed into a younger mood and “young” brands have newly opened. The metropolitan branches are also going younger. In the areas where customers in their twenties and thirties visit frequently, a 1,090 square meter (11,733 square foot) part of the B1 floor of the main branch has changed into a cosmetics shop with brands that twenty-somethings prefer, as opposed to the previous scarves and accessories zone that the forty-year-olds preferred.

Lotte Department Store is also increasing the number of its direct purchase select shops.

In February, at the 3rd floor of the main branch, Lotte’s first female clothes direct purchase select shop, BY ET TOL, opened. The name derives from a reversal of Lotte and sounds similar to the French word for star: “Etoile.” In short, BY ET TOL will turn globally famous brands into star products locally. Most of the products of BY ET TOL have not yet been imported and are directly purchased by Lotte Department Store from five countries including Italy, the United States and France. The 138 square meter shop will also introduce Korea’s new designer brands as it targets female consumers in their twenties and thirties who are sensitive to overseas trends.

In March, America’s famous select shop KITSON opened in the Yeongdeungpo Branch. This select shop’s trailblazing concept is “the place where customers are happy”; it provides up-to-date brands and items.

In March on the 5th floor of Avenuel in the Main Branch, the Italian select shop 10 Corso Como opened. It is a select shop led by Italian fashion industry doyenne Carla Sozzani and the 3rd such shop to open in the world.

Meanwhile, Lotte Department Store has recently chosen Korea’s hottest girl band “Girl’s Generation” as its new advertisement model. The “young” image of Girl’s Generation nine members will be used to attract customers in their twenties and thirties.

Lotte Department Store has also renewed its current web site and has a new URL: store.lotteshopping.com.

Also, since most of the “young” customers obtain shopping information using smartphones, the combined application “Lotte Department Store” has been released. The app contains a GPS store locator, Lotte Members mobile card function, discount coupon, fashion info and a QR reader.

By Lee Ji-hyun [concordia@joongang.co.kr]

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