Lotte Department Store Reintroduces Celebrity Advertising Models After About 10 Years
Lotte Department Store appoints Jennie as ambassador, strengthening its global strategy by bringing back an advertising model for the first time in 10 years The new campaign, set to be unveiled alongside efforts to target foreign customers, is also drawing attention for the department store industry’s response
Lotte Department Store has selected Jennie of the girl group BLACKPINK as its brand ambassador, bringing back a celebrity advertising model for the first time in about 10 years. The 'department store face' that had disappeared from the department store industry for some time has reappeared.
Lotte Department Store had not used celebrity models in line with its premium strategy, but recently changed direction to strengthen its global competitiveness as the proportion of foreign customers has increased. This year, the share of sales from foreign customers at Lotte Department Store is known to be around 30% at the main branch and 10% at the Jamsil branch.
The video featuring Jennie is scheduled to be released on the 21st of next month, and the ad will be rolled out at offline stores, online channels, and key locations with many foreign tourists, such as Incheon International Airport and Seoul Station. Related campaigns and projects are also planned to continue at overseas stores.