Musinsa Hosts 2025 Spring/Summer Season Preview Event
Launch Decisions Based on Customer Feedback
Overseas Buyers Attend On-site Showing Interest in K-Fashion
On the morning of the 30th in Seongsu-dong, Seoul, a building reminiscent of a beach resort was erected among the so-called 'hot places' (hot places) in the Seongsu-dong cafe street. This place, noticeable for its sand-covered floor, sunbeds, and screens, is Musinsa Square Seongsu4. The 2025 Spring·Summer (SS) season preview event of Musinsa was underway here.
Musinsa's season preview is an event where tenant brands first reveal new products they plan to sell in the next season. It is a process where new products are shown in advance to customers, fashion experts, and buyers, and customers who directly examine the products provide feedback through voting and comments. The core purpose is to help brands analyze customer reactions and expected demand in advance during the production planning stage. This season preview event is now in its third edition, showcasing new products for the next year's SS season.
The Musinsa Square Seongsu4 in Seongsu-dong, Seoul, where the offline event was held that day, was decorated inside and out with a resort theme, as spring and summer season products were exhibited. Not only the exterior but also the interior design exuded a strong resort vibe. Mirrors placed among the displayed products were set on sand reminiscent of a beach, and the fitting rooms were filled with designs evoking a beach atmosphere.
From the afternoon of that day, customers could directly check about 100 new product designs from 28 brands for the 2025 SS season. The exhibited products ranged from clothing such as shirts, pants, and skirts to bags and footwear. It was also possible to try on the products while browsing. After experiencing the products, customers could leave comments such as 'Like' or 'Not sure' about the products. Leaving detailed evaluations was also possible. Comments and evaluations left by visitors are used as data by tenant brands to decide on new product launches. Similarly, opinions on products can be left through the season preview conducted online on the Musinsa website and app.
One of the differences in this year's season preview compared to past events is the hosting of a business showroom inviting overseas buyers. The season preview event was opened to overseas buyers to serve as an 'overseas expansion order meeting.' The business showroom was held on the previous day, the 29th, with about 70 buyers from over 40 Japanese fashion select shops filling the offline space.
Musinsa explained that overseas buyers who visited showed high interest. A representative from the Japanese fashion company Daytona said, "At the season preview, I met Korean fashion brands and was very impressed by their interesting and cool designs," adding, "I felt that they could lead the next-generation fashion market, and there were interesting attempts from a design perspective." Another representative from the Japanese fashion company Yutori said, "We are continuously considering collaboration with Musinsa and definitely want to collaborate with Korean brands."
Compared to previous events, the number of products previewed in advance was also reduced. In this event, a total of 28 brands revealed about 100 new products for the 2025 SS season. This means that each brand disclosed only about three new products. This was to receive richer feedback from customers by reducing the number of exhibited products. The intention was to allow customers to examine the designs of the displayed new products more closely by reducing the number of exhibited items.
According to Musinsa, the ratio of products exhibited at the season preview that actually go into production is not high. Products revealed at the 2024 Fall·Winter (FW) season preview held last February began selling on Musinsa from the 26th of this month, but only 54 items were sold. This is only 20% of the number of products previewed at that event. This means that only after strict evaluation can items be released as fashion products. Even if products receive good evaluations from customers, they may not be released after evaluations by fashion experts or internal brand assessments.
This 25SS season preview will be held simultaneously offline and online (Musinsa Store) until the 1st of next month.
Meanwhile, Musinsa is also conducting a customer participation event to coincide with the offline season preview event. Customers who wear 25SS season preview new products, take certification photos, and upload them on social networking services (SNS) will be entered into a draw to win prizes such as Stayfolio Jeju accommodation vouchers and gelato. Customers who take photos with toy cameras provided to visitors and participate in voting and leave comments will also be entered into a draw to receive popular items from brands participating in the season preview as prizes.
Products displayed at Musinsa Square Seongsu 4 in Seongsu-dong, Seoul, where the Musinsa 2025 Spring/Summer (SS) season preview is being held. [Photo by Lee Myunghwan]
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