The rebellion of adult brands~ We're live too

Parkland, PAT, ELLE Golf, etc., communicate with consumers through live shopping

Due to COVID-19, untact (non-face-to-face) consumption has surged, changing the marketing strategies of fashion companies.

According to the industry, it's a time to consider how to approach customers as untact consumption becomes a norm, indicating that the fashion industry is also introducing various marketing strategies in response to changed consumption behaviors.

Especially, live commerce, which has emerged rapidly as one of the changed marketing strategies, is now gaining popularity not only as the preserve of 'young brands' but also with the entry of adult brands. Adult brands are actively communicating with customers through live commerce instead of reducing advertising promotions and customer invitation events to communicate with existing customers.

Parkland participated in the Fashion Busan exhibition held at BEXCO in Busan last month and conducted a live broadcast. Parkland held a real-time communication session with consumers through Naver live shopping along with comedians Song Byung-cheol and An Eun-young.

Parkland's live broadcast recorded over 1,000 cumulative viewers and over 23,000 cumulative likes, experiencing popularity from the first live broadcast.

Parkland official stated, “In Parkland's first live broadcast, 30-year-olds accounted for 39% of the total viewers, the most, followed by 40-year-olds at 28%. 20-year-olds also watched, accounting for 17% of the viewers, showing a good response,” they said.

Independence Gate's PAT and ELLE Golf also successfully completed the Naver live shopping conducted on October 23 and November 12.

PAT conducted Naver live shopping with advertising model Ryu Ji-kwang, and ELLE Golf with comedian Jo Rae-hoon.

Naver live shopping communicated real-time with the main customer group of 35-65 years and older, and was conducted with non-stop content, revealing various events or dramatically discounted items. Viewers posted comments such as 'Is this price for real?', 'The clothes are so pretty', 'Ordered after watching the broadcast', showing a hot response. Ryu Ji-kwang played his role as an advertising model well by actively saying things like 'I want to buy this for my mother' during the broadcast.

PAT recorded over 5800 cumulative viewers and more than 48,000 hearts, while ELLE Golf recorded over 2500 viewers and more than 85,000 hearts, achieving successful results in their first live shopping. The PAT Naver live shopping highlights released on YouTube also drew positive responses, and the ELLE Golf highlights will be released later.

Independence Gate representative stated, "We are happy that our first attempt at Naver live shopping has received a positive response. We plan to continuously communicate with customers through more diverse attempts in the future," they said.

This live shopping, being the first among adult brands, has been evaluated for improving brand recognition through issue channel preemption and new exposure. It is also highly regarded as a very suitable marketing strategy in the current trend of accelerated untact due to the COVID-19 pandemic.