Lotte Home Shopping is launching a new fashion brand ‘neMMER’. The strategy is to break the framework of home shopping fashion represented by cost-effectiveness and strengthen durability and quality, making it a premium fashion comparable to luxury goods.
According to Lotte Home Shopping on the 14th, the high-end cashmere-specialized brand ‘Nemer’ is a combination of ‘neo=new’ meaning ‘new’ and ‘MMER(me+mirror), meaning ‘clothes that resemble me and contain me’.
In particular, it focused on introducing clothes that can be worn for a long time without changing their shape even after decades. To this end, we have worked hard for more than a year on concept planning, naming, and product discovery, and have directly discovered and collaborated with famous overseas brand production partners who have no experience in TV home shopping.
As a result, Lotte Home Shopping explained that it has implemented a high-end fashion lineup that has not been seen in existing home shopping.
The flagship product, Brushed Cashmere Knit, maximizes soft touch by increasing cashmere content compared to items sold on existing home shopping. It will present a new standard for high-end knitwear with resilience and durability.
Actor Jin Seo-yeon was chosen as the exclusive model. It is expected that Jin Seo-yeon’s unique hard and restrained elegance will create synergy with the elegant image pursued by Nemer.
At the customer invitation showcase held in July prior to the launch, it was praised as a “sensitive brand that is difficult to see in home shopping.” On the 9th, a photo shoot on-site making film with actor Jin Seo-yeon was released on the official Instagram, raising consumers’ expectations.
‘Nemer’ will be sold sequentially through the live commerce ‘Live’ on the 19th, and the TV home shopping launch broadcast on the 18th of next month, starting with the special exhibition of Lotte I Mall, an Internet shopping mall on the 15th.
Kim Ji-yeon, head of Lotte Home Shopping’s fashion division, said, “Nemer’s starting point is to introduce premium products with durability and resilience without changing their shape even after wearing them for a long time,” adding, “We can feel the true value pursued by brands in materials, quality and detail, and through this, we will present new standards for home shopping fashion that can lead the industry.”
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