SEOUL, March 12 (Korea Bizwire) — Companies in the home shopping industry are successfully catching the eye of consumers via exclusive distribution deals and self-produced brands.
GS Shop disclosed on March 11 that total orders received for its clothing wear brand SJ Wani – co-created with designer Son Jung Wan in 2012 – had surpassed 300 billion won.
According to the partnership agreement, Son handles product management and design while GS Shop is responsible for marketing and distribution.
A spokesperson for GS Shop said SJ Wani has changed how fashion designers and consumers view clothing sold on home shopping networks, and that this shift in mindset has elevated the status of other home shopping designer brands from up-and-coming designers.
Hyundai Home Shopping private brand Milano Label brought in the company’s best ever sales figures based on revenue-per-hour basis last month, when orders totaling 2.05 billion won flooded in within an hour of the clothing line’s first on-air appearance.
Once considered to be cheap and low-quality, the image of home shopping fashion items received a makeover after industry players began to bring well-known stylists and designers into the fold from 2010 onwards.
Home shopping channels continued to earn higher consideration from shoppers after entering into exclusive distribution deals with established foreign fashion brands starting from 2015. These products were marketed as being equal in quality to brands sold in brick-and-mortar stores yet priced more affordably.
Since then, fashion accounts for the largest slice of the home shopping industry’s revenue pie. For GS Home Shopping (GS Shop), over 30 percent of total yearly revenue is derived from fashion sales.
With competition high, companies are beginning to pay greater attention to the quality of materials to gain an edge in the market.
CJ O Shopping began to incorporate high-end materials for its private brand after establishing a relationship with an Italian fabrics maker. In addition, the home shopping channel unveiled premium Mongolian cashmere products after reaching a deal last September with Gobi Cashmere, regarded as the world’s premier cashmere company.
A CJ O Shopping insider said, “Even leading fashion trends, home shopping fashion is subsequently attracting keen interest and attention.”
Lina Jang (firstname.lastname@example.org)