Shinsegae Live Shopping announced on the 24th that it will enter the brand licensing business, starting with Giraud.
Giraud is a classic luxury designer brand that began in Paris, France, in 1956. With designs harmonizing restrained Parisian sensibility and sophisticated tailoring, it holds global renown.
Shinsegae Live Shopping has secured exclusive licensing in the domestic men's clothing institutional sector and plans to launch products starting in the second half of this year. It will also focus on brand incubating, aiming to expand sales channels to other home shopping channels and both online and offline stores.
The strategy is to effectively introduce excellent overseas brands to consumers and secure market recognition, while granting operating rights of external platforms to partner companies to generate additional revenue. As brands grow in the future, it is expected that revenue structure diversification using brand assets will also be possible by collaborating with optimized partners in production, sales, and distribution.
To this end, Shinsegae Live Shopping established an MD strategy team under the leadership of Fashion Expert Choi Moon-yeol, who joined Shinsegae Department Store, and has been reviewing the feasibility of related businesses since December last year. From the second half of this year, it plans to sign contracts with various overseas brands.
Choi Moon-yeol, Executive Director in charge of merchandise at Shinsegae Live Shopping, noted, "We will mobilize Shinsegae's product planning capabilities, customer analysis, and marketing expertise to secure excellent overseas brands and foster them as long-term revenue sources."