Lululemon Athletica Inc., is entering the live commerce sector in South Korea, a move that observers of the industry say suggests a change away from a direct-to-customer (D2C)-focused sales approach.
According to Lululemon, the high-end athletic wear company will offer its first line of golf apparel, which was introduced last year, via SSG.COM‘s live commerce platform SSG.LIVE.
High-end international and beauty brands like Yves Saint Laurent, Giorgio Armani, and MAC Cosmetics have previewed their items on SSG.LIVE, which is part of the nation’s largest grocery chain E-Mart Inc.
One year after launching its first store in Korea, Lululemon is making its live streaming debut on a domestic platform. An official from Lululemon stated that the company’s debut on SSG.LIVE is meant to promote its golf apparel rather than alter its online mall-focused e-commerce strategy.
Since its inception in 1998, Lululemon has concentrated on direct-to-consumer sales, which formerly made up 60 per cent of its overall revenue.
In the first quarter of this year, its revenue increased 24 per cent year over year to US $ 2 billion. The corporation generates more than US $ 7.5 billion in annual sales.
Additionally vigorous in its search for additional sales channels in Europe is Lululemon. It started selling its goods on Zalando in July of last year.
