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Lululemon Athletica Inc. tapped SSG.Com for a partnership deal to enter the live e-commerce market in South Korea. This move simply shows that the company is adding a new platform to sell its products.
Moreover, the live commerce market deal with SSG.Com will mark Lululemon’s first venture into a new sales approach. From the direct-to-customer (D2C) method, the Canadian athletic apparel retailer will try selling through the live commerce market in South Korea.
It was noted that Lululemon is making its live-streaming debut a year after it first launched its brand in the country. The company implied that the purpose of its brand’s launch on SSG.LIVE is to promote its golf apparel collection. The golf sport is currently very popular in the region thus, this strategy is expected to boost sales further.
A company official said that Lululemon Athletica will offer its golf apparel line to customers through SSG.Com’s SSG.Live commerce platform. These high-end athletic wear were already released in the region last year, and now it will be sold live - in real-time online. With its move to sell on SSG’s live commerce platform, Lululemon just joined other high-end global brands such as Yves Saint Laurent, MAC Cosmetics, and Giorgio Armani in adding their products on the site.
Since Lululemon was founded by Chip Wilson in Vancouver, Canada, in 1998, the company has focused on the direct-to-consumer selling method, which has made up about 60% of its total revenue. In the United States, the athletic wear manufacturer is reportedly generating more than $7.5 billion in yearly sales.
Finally, The Korea Economic Daily reported that Lululemon started selling its golf apparel collection in South Korea through SSG.LIVE on Wednesday, Aug. 23. This feature on the live commerce platform will now continue as part of a partnership deal.
Photo by: m01229/Flickr (CC BY-SA 2.0)
