Musinsa's 'Support Fire'... New Brand Transaction Volume Soars 238%

Introduction of Incubating Program Last August
"We Will Expand the Scale of Support Targets by Season"

Musinsa announced on the 18th that the transaction volume of supported brands has grown more than threefold as it has actively launched an incubating program for emerging brands in the second half of this year.

Since August, Musinsa has been operating an incubating program to support newly joined brands with relatively small sales volumes in order to expand the growth of domestic designer brands. This decision was based on the judgment that, as customers' personalities and tastes diversify, small and medium-sized brands with unique and diverse styles can attract attention in the fashion market more than a few large brands.

Musinsa supports production, marketing, and operations, which require professional personnel and experience, so that emerging brands can focus on creative branding areas.

A popup store of the Gubin brand held last September at Musinsa Terrace Seongsu. [Photo by Musinsa]

For this fall season, 60 brands were selected as the first incubating group. The total transaction volume of these brands in the third quarter (July to September) of this year increased by 238% (more than three times) compared to the same period last year. Additionally, the average daily transaction volume of brands in the incubating group for the month of September this year increased by approximately 70% compared to the average daily transaction volume from January to August this year.

Major brands include ▲Gubin ▲Minasu ▲Miseki Seoul ▲IDon'tWannaSell ▲Ohesio ▲Fabrega ▲HoodHood, among others. Musinsa provided various support measures for these brands, including exclusive pop-up stores, online special exhibitions, entry into offline select shops, Musinsa Live, and Musinsa Edition releases. In cases of influencer collaborations that are difficult for emerging brands to conduct independently, Musinsa assisted with recruitment and participated in item planning to help raise brand awareness.

A Musinsa representative said, “It has been confirmed that domestic emerging designer brands with sufficient potential can achieve remarkable growth by adding know-how in production and marketing. We plan to gradually expand the scale and scope of incubating support for emerging brands so that brands that suit the tastes of various customers can continue to increase.”