LF

- Production initiated after receiving at least 30 orders for zero inventory and automatic refunds if the minimum production requirement is not met 

- Possible to provide unique products to consumers at better prices 

- Offering four styles of shoes from Jill by Jill Stewart represented by actress Kim Tae-ri 

RAUM Edition, a shoes retailer operating under LF (CEO: Oh Kyu-sik), will be launching My Shoes Room, an online custom order platform for footwear.  

My Shoes Room unveiled on LF Mall on October 23 will be operated in a crowdfunding format. Only the products, whose minimum quantity requirement for production is met, will be produced, thereby allowing operation with zero inventory. This will reduce the inventory cost for the manufacturers, while consumers can purchase the products at lower prices with the inventory cost eliminated. 

RAUM Edition’s My Shoes Room is differentiated from other crowdfunding-based sales platforms that have been booming recently. While the latter mostly specializes in the manufacture and sales of industrial products, My Shoes Room will offer products from fashion brands in various sizes and colors. In other words, as soon as the minimum production requirement is met and production begins, the ordering customers will be able to get their hands on what could be described as limited edition products. This will allow consumers to better express their individuality with products from trusted brands. 

My Shoes Room will produce and ship products for which at least 30 orders are placed within 14 days. If the minimum production requirement is not met, then refunds will be provided immediately. In case production begins, it will take around 2 weeks after confirmation of the order quantity to ship the goods.  

As the first My Shoes Room project, RAUM Edition has decided to offer two types of ankle boots and two types of babouche from Jill by Jill Stewarts, which has signed actress Kim Tae-ri as its spokesperson. There are plans to offer products from diverse brands sold at RAUM Edition including Bensimon, Birkenstock, Cole Haan and Fitflop via the My Shoes Room platform. Also, RAUM Edition will receive customer feedback online and actively reflect it in its product planning, thereby consolidating a virtuous cycle of enhancing the rate of achieving the minimum order quantity.  

The babouches from Jill by Jill Stewart, which will be offered by RAUM Edition for the first time via My Shoes Room on October 23, can be worn in two ways: as regular footwear and as backless footwear. They are made with soft lambskin leather and suede for superb thermal insulation, and with 4cm heels and insole cushions, these comfortable shoes can easily be worn by women of all ages. They will be available in two colors, black and brown, with a price tag of KRW 119,000. 

The ankle boots from Jill by Jill Stewart, on the other hand, have maximized thermal insulation, with the use of a suede material, and are characterized by feminine curves that accentuate the ankles. They are a versatile item that can be matched with all types of clothes from slacks to skirts. They will be released in two colors, black and gray, for KRW 149,000 a pair. 

Managing Director Im Yu-mi, the head of LF Footwear Retail Business Division, said, “RAUM Edition’s My Shoes Room platform was developed based on the recognition of the problems in the fashion business including the considerable amounts of clothes that get discarded as a result of mass production and subsequent waste as well as the issue of dealing with outdated clothes and the outstanding domestic shoes manufacturing factories based in Seongsu-dong and others that are being pushed out of the industry by the mass production factories in China and Southeast Asia.” She then added, “Through the My Shoes Room platform, RAUM Edition will eliminate any unnecessary inventory and work closely with the domestic shoes manufacturing factories with excellent competency to contribute to the job creation and stabilization of profits for small- and medium-sized factories. At the same time, we will make an effort to provide customers with products of value at affordable prices.” 

RAUM Edition plans on providing its premium socks as a gift to the customers purchasing Jill by Jill Stewart products on My Shoes Room by November 6, which is the closing date for order placements, and the free gift will be shipped together with the purchased product.  

 “MY JILL BY,” the first My Shoes Room project of RAUM Edition, will be available on the special promotion page of LF Mall (http://www.lfmall.co.kr/planning.do?cmd=getPlanningDetail&datacls=36731).