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  • Seoul to host the Dongdaemun On-Time Fashion Festival: DDP leads the introduction of live commerce in Dongdaemun fashion market to start a win-win project for fashion brands
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  • Seoul to host the Dongdaemun On-Time Fashion Festival: DDP leads the introduction of live commerce in Dongdaemun fashion market to start a win-win project for fashion brands

  • Press Releases SMG 158
    • The Seoul Design Foundation launches the Dongdaemun brand support project and will hold the “Dongdaemun On-Time Fashion Festival” from November 27 to 29
    • The festival is an online live commerce fashion festival under the slogan “See Now, Feel Now, Buy Now, Wear Now”
    • It will run three-day live commerce events with Naver Shopping and e-commerce stores for three months
    • Through the festival, DDP and the fashion industry in Dongdaemun will work together, presenting a sustainable future direction

    SEOUL, SOUTH KOREA, November 19, 2020 – The Seoul Design Foundation will hold an online live commerce fashion festival titled “Dongdaemun On-Time Fashion Festival” (http://www.dotff.co.kr/) from November 27 through 29. Through the festival, Seoul will highlight the features and strengths of Dongdaemun’s brands. Dongdaemun is Korea’s most prominent fashion retail and wholesale area.

    Under the slogan “See Now, Feel Now, Buy Now, Wear Now,” the festival is designed to vitalize the Dongdaemun Fashion Market with Dongdaemun Design Plaza (DDP) in the post-COVID-19 era. DDP has established itself as a fashion and cultural brand and now represents the Dongdaemun area. The festival will mainly focus on the area’s strengths in speed and innovation as a leading fashion market in Korea.

    Opening in DDP, the festival will conduct live commerce events with Naver Shopping, display fashion films of each brand, and hold diverse events digitally in which visitors and viewers can participate. Through various fashion content, the festival is committed to attracting consumers’ attention and helping 30 participating brands generate profits.

    The Seoul Design Foundation will support promotional fashion films and “look books” that represent each brand’s characteristics. It will also help companies plan their online commerce-friendly products and offer consultations on online commerce.

    In addition, it will support the companies’ live commerce through Naver Shopping Live and their sales in more than ten major e-commerce stores. Even after the festival is over, special sales in these e-commerce stores will be held, helping the brands start their online business.

    Meanwhile, this festival was planned to make online and offline marketing support measures for Dongdaemun brands based on the research on the Seoul Design Foundation’s initiatives to revitalize Dongdaemun’s fashion business district.

    Based on these prior researches, the Foundation will create an opportunity for Dongdaemun brands with excellent designs to transform themselves into “D2C” business and expand the domestic and offline consumers to serve as a new guide in the digital-based fashion transition period.

    Choi Kyung-ran, CEO of the Seoul Design Foundation, said, “With the Dongdaemun On-Time Fashion Festival, DDP and the fashion industry in Dongdaemun will work together. We, Seoul Design Foundation, will continue to provide practical support for the area’s fashion brands to have a sustainable future direction.” She added, “For revitalization of the Dongdaemun fashion district, we will utilize the “D-Forest” interface installed in the Design Lab of DDP to provide generous commercial support and connect nearby commercial districts.”