[MyDaily = Reporter Bang Geum-suk] Lotte Homeshopping is shaking up the seasonal playbook by spotlighting transitional-season fashion even in the dead of winter. The retailer is leaning into a multi-season approach to meet shoppers whose sense of seasonal boundaries has blurred amid sudden temperature swings and big day-to-night variations.
On the 13th, Lotte Homeshopping announced it will begin rolling out transitional-season pieces starting on the 15th, focusing on exclusive labels like Georges Rech, Paul & Joe, and ByBridget. The assortment will emphasize lightweight outerwear, cardigans, and knits that work both indoors and out, moving away from a winter-heavy outerwear mix.
Spring arrivals will be previewed early. On the 15th, the show "Real Fashion: Look at Me" will debut a Paul & Joe poncho cardigan made with whole-garment construction. Beginning the 16th, a transitional-season special broadcast will highlight lightweight jumpers; YoungStyle will feature the ByBridget embroidered quilted down jacket, and L Show will introduce the Georges Rech lightweight goose-down jacket for the first time at a price around 50,000 KRW (about $34).
They’ve also expanded layered options to increase versatility, including refreshed best-selling cardigans and coordinated outerwear-and-vest sets.
Next month will bring a steady stream of new drops: LBL’s 10th-anniversary collection, a collaboration line with Nice Claup, and fresh pieces from Nemer and 3.1 Phillip Lim Studio.
Kim Ji-yeon, head of fashion at Lotte Homeshopping, said, "As the boundaries between seasons blur, more customers are looking for clothes they can wear beyond a single period. We aim to offer transitional-season styles that move effortlessly from midwinter into spring at accessible prices."
