Lotte Home Shopping is shifting its approach to home shopping fashion by partnering with global designers to introduce premium, story-driven collections rather than focusing solely on traditional practicality and pricing, according to company announcements. The retail giant is rolling out collaborations for the autumn-winter season designed to build brand identity and product competitiveness.
Nemer Paris Collection and Cristelle Coshet Collaboration
Lotte Home Shopping has comprehensively renewed its exclusive fashion brand, Nemer, by partnering with international fashion designer Cristelle Coshet, according to company statements. Coshet, who has worked with luxury houses such as Bottega Veneta and Chloé, joined the Paris workshop Maison Lemarié in 2010 and currently serves as creative director. The newly launched Nemer Paris Collection combines Coshet’s design sensibility with the 1880-established atelier’s craftsmanship under the concept of an artisan collection built for consumers.
During the launch broadcast on the 25th of last month, Lotte Home Shopping introduced the Italian Lambskin Leather Jacket made from 100% natural leather treated with traditional Italian oils, yielding approximately 3,000 sold sets. Additional items, including the Cashmere Wool Stripe Sequin Knit and the brand’s first-ever premium denim line, sold out completely during the event, according to Lotte Home Shopping data.
ALV Brand Launch by Alviero Martini
In addition to the Nemer refresh, Lotte Home Shopping has launched ALV, a total brand created by Alviero Martini, the founder and designer of the Italian luxury brand PrimaClasse, according to corporate releases. Martini established ALV in 2005, drawing inspiration from travel and his own design philosophy. The brand name originates from the Italian phrase “Andare Lontano Viaggiando,” which translates to traveling far away. ALV currently operates in over 400 multi-shops across Europe, spanning apparel, accessories, and living goods.
Lotte Home Shopping plans to scale ALV from apparel and footwear into bags and eventually home living goods. At its October 4 launch broadcast, the company featured items such as the Travel Monogram Sneakers—decorated with international city names and immigration stamp patterns—and the Finta Pelle jacket, registering about 6,000 total sales, according to Lotte Home Shopping.
Strategic Outlook for Home Shopping Fashion
Global designer collaborations have emerged as a primary retail strategy to elevate product craftsmanship and meet rising consumer demand for unique storytelling and distinct design aesthetics. Lotte Home Shopping Fashion Division Head Kim Ji-yeon stated that collaborating with international fashion designers elevates product quality and brand competitiveness, offering customers a novel shopping experience that separates home shopping from conventional retail norms.