Conducted for 12 Days from the 22nd of Last Month
44% Growth Compared to Last Year... "Record-Breaking Performance"
Musinsa announced on the 4th that its largest annual discount event, "Mujinjang Black Friday (Mujinjang Blaf)," achieved a record-breaking performance with a cumulative sales amount of 308.3 billion KRW over 12 days.
Customers are browsing products at the 'Musinsa Hongdae' store, where the Mujinjang Black Friday sale is currently underway. [Photo by Musinsa]
The Mujinjang Blaf was held simultaneously at the Musinsa online store and offline flagship stores from the 22nd of last month to the 3rd of this month. Based on the online store's cumulative sales, the average daily sales amounted to approximately 25.7 billion KRW per day. This represents about a 44% increase compared to last year's Black Friday event. The total number of products sold reached 6.1 million. The company explained that sales growth was particularly notable in winter items such as padding/heavy outerwear, coats, mufflers, and boots.
Musinsa attributed the success of Mujinjang Blaf to the significant expansion in the number of brands and products sold compared to last year. This year’s Mujinjang Blaf featured participation from over 3,000 brands and showcased 300,000 discounted products, making it the largest event ever held.
Notably, brands that attracted attention during Mujinjang Blaf, such as Dope Jason, No Manual, and Urban Dress, recorded double-digit growth in sales compared to last year’s Black Friday.
The daily active users (DAU) during the event also increased by about 50% from last year, reaching 3.86 million. The strategy of attracting customers by unveiling new special discount products every day at different times, including signature specials, first-come-first-served specials, and daily specials, proved effective.
Newly opened offline flagship stores, "Musinsa Hongdae" and "Musinsa Daegu," also saw continuous customer visits. Over 130,000 customers visited the offline stores during the Mujinjang Blaf period.
“Musinsa Live,” which showcased special discount products through daily real-time broadcasts, attracted approximately 1.28 million cumulative viewers over 23 broadcasts. The live special discount products achieved cumulative sales exceeding 6 billion KRW.
A Musinsa representative said, "This year, holding Mujinjang Blaf simultaneously online and offline created a synergy effect," adding, "We hope this Mujinjang Blaf served as a catalyst to revitalize the fashion industry, which has been experiencing a slowdown in growth."
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