Exclusive Collaboration Products with Popular Partner Brands
Union Blue Collection Sold Out in 10 Minutes
MUSINSA's exclusive planned products, released in collaboration with its partner brands and artists, have received great responses, with some selling out within 10 minutes of release.
According to MUSINSA on the 12th, the company first introduced its specially produced product line called 'MUSINSA EDITION' on the 21st of last month.Collaborative collection products co-planned by MUSINSA with selected brands and artists were also released under the MUSINSA EDITION.
The first MUSINSA EDITION product was three types of the 'Gazelle 85' sneakers from the global brand Adidas. These were newly colored versions of Adidas's signature Gazelle 85 sneakers, exclusively released by MUSINSA. The Adidas Gazelle 85 MUSINSA EDITION featured contrasting color schemes using previously unseen colors such as Scarlet, Off-White, and Green, making it a popular item.
The MUSINSA EDITION products released through collaborations with partner brands, artists, and creators also achieved commercial success. A representative example is the 'Unionblue x Stalkers' 24 Spring/Summer (SS) collection released on the 4th through MUSINSA EDITION. Unionblue is a brand with a solid fandom due to its basic designs, and Stalkers is a fashion YouTube channel with 210,000 subscribers that co-planned the products.
The three striped shirts, planned to reflect the needs of brand fans and channel subscribers, sold about 2,800 units within 10 minutes of release on MUSINSA, resulting in a sell-out. Even after additional stock was restocked, it quickly sold out again, demonstrating strong popularity.
MUSINSA plans to continue discovering and carefully selecting notable artists, creators, and influencers, and to create synergy by planning collaborations with partner brands. More than 10 collaborative collections are scheduled to be released through MUSINSA EDITION in the first half of this year alone.
A MUSINSA representative said, "The main purpose of MUSINSA EDITION is to offer specially planned products that can only be purchased at MUSINSA, providing customers with a differentiated brand experience," adding, "Partner brands are showing great interest in participating in MUSINSA EDITION as it offers opportunities to collaborate with artists who have high recognition and preference among the target customers."
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