Supporting the Growth of Small-Scale Fashion Brands
Musinsa announced on the 9th that it will launch an incubating program starting this September. Through this incubating program, the company aims to nurture emerging brands and strengthen the competitiveness of K-fashion.
The incubating program was initiated to support the growth of small-scale brands amid the rapidly changing fashion industry trends. The purpose is to establish a foundation for emerging brands to gain competitiveness in a fashion market where small brands reflecting diverse tastes are gaining attention.
Musinsa provides support in product management, production, and marketing, which require dedicated personnel and expertise. The goal is to enable supported brands to focus on creative areas.
The nurturing program operates four times a year, aligned with the spring, summer, fall, and winter seasons. Participating companies are directly discovered and proposed by Musinsa, considering brand identity, concept, and design sensibility. The program offers sales support such as special exhibitions to gauge customer responses, live commerce, and performance marketing, as well as assistance with branding activities. Opportunities for short- and long-term pop-up stores for new product promotion and branding are also provided at Musinsa's offline spaces such as Musinsa Terrace and Square.
Previously, Musinsa has created success stories by discovering and supporting brands with high growth potential. Representative examples include the women's fashion brand "Gloni," which grew its transaction volume twelvefold in one year; "Nache," which recorded more than fourfold growth for three consecutive years; and "Dainit," which achieved sales exceeding 100 million KRW on its first day of listing.
A Musinsa representative stated, "For the fashion industry to continue a virtuous cycle, it is important to create an environment where designers with new perspectives and sensibilities can continuously emerge," adding, "Going forward, through Musinsa and 29CM, we will introduce more emerging brands and support them to create success stories in terms of sales and profits."
Musinsa will launch an incubating program to nurture emerging domestic designer brands starting this September. Choi Jae-in, CEO of Glowny, who appeared live on Musinsa Live to showcase outfits (center left), and products from 'Glowny' that ranked on Musinsa's real-time rankings after the broadcast (right). The women's fashion brand Glowny achieved a 12-fold increase in transaction volume within one year through the incubating program. [Photo by Musinsa]
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
