MUSINSA's casual wear brand, MUSINSA STANDARD, is expanding its presence as a leading K-fashion brand in the Japanese market. Following a significant increase in local sales, the brand continues to grow through new customer acquisition and expanded purchases.
On September 2, MUSINSA reported that its sales in Japan for MUSINSA STANDARD increased nearly sevenfold compared to the same period last year.
In August, over 40% of first-time customers at MUSINSA's global store in Japan purchased MUSINSA STANDARD products, establishing the brand as a key player in attracting new customers.
During the same period, 61% of customers who bought MUSINSA STANDARD products also purchased items from other brands available in the global store. The company noted that MUSINSA STANDARD is not only leading Japanese customers into K-fashion but also connecting them with a variety of domestic designer brands.
The brand's growth has also been supported by consistent efforts to create direct experiences in Tokyo. MUSINSA STANDARD held three pop-up stores from October last year to August this year, each showcasing different concepts and product assortments.
From August 21 to 30, the 'MUSINSA Station in Harajuku' event featured the 26FW campaign 'Seoul Standard,' linking the latest fashion trends from Seoul with representative products. Key items such as blazers and slacks ranked among the top sellers during the pop-up, leading to increased purchases from local customers.
In August, MUSINSA also launched a 'speed delivery' service for select MUSINSA STANDARD products, allowing customers to receive their orders within 2 to 3 days after placing them, thanks to pre-stocked items at a local logistics center. In the three weeks following the service's introduction (August 3-24), sales of MUSINSA STANDARD products more than tripled compared to the same period last year.
A MUSINSA representative stated, "The growth in Japan demonstrates the potential for MUSINSA STANDARD to become a competitive K-fashion brand in the global market. We will enhance our brand competitiveness based on our understanding of local customers and markets while strengthening our role as a leading brand in expanding the customer base for K-fashion."
Meanwhile, MUSINSA recorded its highest-ever performance in the first half of this year, with overseas exports reaching 37.2 billion won, more than nine times higher than the same period last year.
* This article has been translated by AI.
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