Lotte Department Store is making waves in the retail world, appointing its first advertising model in a decade as part of a bold strategy to boost its global brand appeal.
The retail giant announced on Tuesday that it has tapped global superstar Jennie as its brand ambassador, with plans to roll out an extensive marketing collaboration starting next month.
This groundbreaking move marks Lotte’s first foray into celebrity endorsements in ten years. By partnering with Jennie, whose star power resonates across Asia, Europe, and North America, Lotte aims to expand its international customer base and elevate its brand image.
At the heart of this campaign is the empowering message “As I Am.” Lotte plans to capitalize on Jennie’s reputation for unique style and self-expression to underscore its brand philosophy of celebrating individual tastes and lifestyles.
Fans can catch the highly anticipated campaign video featuring Jennie on Lotte Department Store’s official YouTube and Instagram channels from October 21. The rollout will continue with television (TV) spots, digital media ads, and interactive customer campaigns in the following weeks.
Lotte’s global ambitions don’t stop there. The retailer is set to leverage Jennie’s star power across its international locations, including Lotte Mall Westlake Hanoi and other stores in Vietnam and Indonesia. The campaign will also target major tourist hubs like Incheon Airport and Seoul Station, aiming to capture the attention of international visitors.
Jung Hyun-seok, Chief Executive Officer (CEO) of Lotte Department Store, shared his vision: By combining the ambassador’s global influence with Lotte’s brand value, it’s opening new channels of communication with customers worldwide. The goal is to carve out a distinctive presence for Lotte Department Store in the competitive global retail landscape.
This move reflects a broader trend in the department store industry, with retailers increasingly turning to globally recognized artists for brand marketing and leveraging their overseas stores to cater to a growing international customer base.