Selling Coats in Midsummer... LF Mall Achieves All-Time High Transaction Volume with Off-Season Live Broadcasts

Men’s Off-Season Live Broadcast Achieves 160 Million Won in Transactions Within One Hour

Off-Season Special Deal Searches Double in Volume

LF Mall, a premium lifestyle specialty mall operated by LF, announced on July 31 that its ‘Off-Season Relay Live’ sessions, which began at the end of June, have achieved the highest transaction volume in its history.

Reflecting the consistent demand for off-season shopping during the summer, LF Mall planned this year’s relay live events by expanding both the range of brands and product categories. According to LF Mall, searches for ‘off-season special deals’ from July 1 to July 29 doubled compared to the same period last year.

This year, for the first time, the off-season live broadcasts were expanded to include women’s contemporary brands. Additionally, following the positive response to last year’s men’s contemporary and Barbour sessions, the company further strengthened its off-season live content by continuing these broadcasts.

LF Mall Instagram - Women's Contemporary 'Off-Season Relay Live' Pre-Promotion Content. LF

LF Mall kicked off the relay with off-season live broadcasts featuring Vanessa Bruno and Jill Stuart Women on June 25, followed by Allegri, Jill Stuart New York Men, and Barbour in July—a total of three sessions. To meet customer demand for purchasing winter outerwear at reasonable prices during the summer, LF Mall showcased representative products and benefits from each brand.

The women’s contemporary off-season live broadcast focused on winter outerwear such as quilted padding and cashmere coats. The first broadcast attracted strong interest from female customers and achieved positive sales results, demonstrating the competitiveness of off-season products in the women’s contemporary category as well.

The men’s contemporary off-season live broadcast, held for the second time this year following last year’s success, saw even greater results. Featuring popular outerwear including winter padding, premium coats, and shearling jackets, the session achieved transactions totaling approximately 160 million won within just one hour of broadcast. This figure marks the highest transaction total in the history of LF Mall’s live broadcasts and more than doubles the amount recorded by the same session last year. In addition, the broadcast attracted a peak concurrent viewership of 3,000 people and a total of 100,000 cumulative viewers within one hour, indicating high levels of interest.

In the final Barbour off-season live session, the range of products was expanded compared to the previous year. Beyond the traditional waxed jackets, the broadcast introduced padded and quilted jackets, and the company confirmed ongoing strong interest in off-season items, continuing the positive response from last year.

An LF Mall representative stated, “Our strategy of expanding brands and categories to meet summer off-season shopping demand has been met with a positive response,” adding, “We will continue to introduce differentiated live content that reflects customer needs and seasonal characteristics.”

This content was produced with the assistance of AI translation services.