Musinsa has effectively captured the male consumer market from teenagers to those in their 30s, solidifying its dominance in the domestic fashion platform sector. The conversion rate from product browsing to actual purchases is the highest among major fashion apps, indicating that repeat purchases have become a key competitive advantage.
According to a report titled '2026 MZ Generation Fashion App Trend Report' released on July 30 by Open Survey, 45.7% of respondents aged 15 to 39 reported making a purchase on Musinsa in the last three months, up 7.1 percentage points from 38.6% in 2024.
The second-place app, Ably, saw its purchase rate increase from 18.1% to 21.3%, while Zigzag rose from 16.2% to 21.0%. Notably, the gap between Musinsa and Ably has widened to 24.4 percentage points, a significant increase from two years ago.
Musinsa has shown growth not only in brand recognition but also in actual usage and purchasing stages. Brand awareness rose from 80.9% in 2024 to 84.3% this year, while the percentage of respondents who reported having used the app increased from 65.6% to 74.7%. The proportion of those who made a purchase in the past year also grew from 49.2% to 57.3%.
The concentration of male consumers on Musinsa is particularly pronounced. In a survey asking about the fashion apps currently in use, Musinsa's usage rates were 58.6% among teenage males, 72.7% among those in their 20s, and 67.1% among those in their 30s, making it the top choice across all age groups.
The conversion rate from product browsing to actual purchases was also the highest. Among consumers who used fashion apps in the past year, 43.2% identified Musinsa as their primary app for product exploration, with a remarkable 94.4% of those completing a purchase. This was followed by Ably at 90.9%, Zigzag at 88.9%, and 29CM at 73.7%.
Additionally, 27.0% of respondents indicated they purchase directly from Musinsa without comparing prices on other platforms, the highest percentage among competitors. Ably followed with 17.5%, Zigzag at 8.0%, and 29CM at 2.5%. This suggests that consumers have developed a 'purchase inertia' due to familiarity with Musinsa's product offerings, user experience, reviews, and membership benefits.
In contrast, female consumer behavior differs from that of males. Among teenage females, Ably had the highest usage rate at 76.1%, while Zigzag led among women in their 20s with 30.7%. For women in their 30s, Musinsa and 29CM tied for first place at 24.4%. While the male market is concentrated on Musinsa, the female market shows a more segmented usage pattern based on age and preferences.
Having established a strong foothold in the fashion platform market with male customers, Musinsa plans to enhance its offerings for female customers by expanding its range of brands and content. A Musinsa representative stated, "We plan to continuously expand related brands and content to meet the diverse tastes of female customers. Since over 75% of our customers at the Musinsa Store in Seongsu are women, we will also work to increase our engagement with female customers offline."
* This article has been translated by AI.
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