Musinsa Specialty Store Doubles Transaction Volume... "Expanding Partner Brands and Marketing"

Musinsa Beauty's Q4 Sales Up 140% YoY
Outlet with Increased Brands Sees 160% Sales Growth

Musinsa announced on the 4th that the transaction amount of specialized sections such as beauty and sports in the fourth quarter of last year significantly increased compared to the previous year. It is analyzed that specialized curation, collaboration with tenant brands, and marketing cooperation drove the upward trend in transaction amounts.

In 2021, Musinsa first introduced specialized section services focused on specific categories. The purpose was to enhance services and expand targets by independently operating specialized sections for each fashion area in an In-App format. Starting with Boutique, Golf, and Beauty, Kids and Player sections were launched sequentially in 2022. Last year, Musinsa continued to operate a total of eight specialized sections by opening the sustainable lifestyle section ‘Musinsa Earth’ and the sneaker-specialized ‘Sneaker’ section.

Musinsa Specialty Store Image.

Significantly increasing tenant brands and presenting differentiated marketing were key to the rise in transaction amounts. In the fourth quarter of last year, Musinsa Beauty’s transaction amount increased by about 140% compared to the same period the previous year, which is attributed to marketing campaigns such as the ‘Musinsa Beauty Festa’ and ‘Musinsa Beauty Awards’ held in October and December, respectively.

The outlet also expanded tenant brands by about three times last year, resulting in a 160% increase in transaction amount in the fourth quarter compared to the same period a year earlier. With a significant increase in new customer inflow, the cumulative number of active users in 2023 jumped more than four times compared to 2022. The popup event held in Seongsu-dong, Seoul, in December last year was also a hit, attracting about 18,000 visitors.

The sports specialized section ‘Musinsa Player’ and the golf specialized section also showed steady growth. The combined transaction amount of the two specialized sections in the fourth quarter of 2023 grew by 150% compared to the same period the previous year. This was thanks to increased demand for leisure-related brand products such as outdoor and camping last year. The Musinsa Boutique, which handles luxury brand products, and the Kids specialized section also achieved remarkable results, with transaction amounts in the fourth quarter of last year approximately doubling compared to the previous year.

A Musinsa official said, “Through specialized services in various categories, we expanded the customer base and conducted in-depth curation and marketing optimized for target consumers, which allowed the specialized sections to grow. This year, we will focus on strengthening competitiveness both online and offline centered on fashion and discovering new growth engines.”