Musinsa Standard Woman Establishes Presence in Women's Apparel Market... Transaction Volume Up 83%

Transaction Volume Up 83% Year-on-Year Across Online and Offline Channels Last Year
Offline Sales in Q1 Grow by 158%
"SPA Brand Popularity... Expanding New Customer Base"

Musinsa's in-house brand (PB), Musinsa Standard, is experiencing rapid growth in the women's apparel market. This is largely due to the successful establishment of its women’s exclusive line, Musinsa Standard Woman, which was launched last year.

The Musinsa Standard Woman and Youthbath collaboration popup held at Musinsa Standard Myeongdong store. Provided by Musinsa.

According to Musinsa on June 25, the transaction volume for Musinsa Standard Woman last year increased by 83% year-on-year, based on combined online and offline sales. This achievement was made within just one year of the brand’s launch. Last year, Musinsa separated Musinsa Standard Woman as an independent brand and has been operating a dedicated brand shop within its online mall. Among domestic SPA (Specialty retailer of Private label Apparel) brands, Musinsa is the only company to operate women’s apparel as a standalone brand.

Musinsa established a dedicated women’s design team and targeted consumers in their 20s and 30s by emphasizing simple designs without logos, trendy fits, and reasonable prices. The increase in customers seeking rational consumption due to high inflation was also cited as a factor behind this growth.

A Musinsa representative stated, “The women’s apparel market is shifting away from traditional department store-centered ready-to-wear brands and is being reorganized around consumers who value personal taste,” adding, “We are responding to changing demand by offering a diverse range of collections and style suggestions.”

In practice, Musinsa Standard Woman offers a wide variety of products reflecting women’s trends, from formal looks such as blazers and slacks to street casual, dresses, and skirts. As of the end of last year, the number of SKUs increased by 129% over the year. In April, a collaboration line was also launched with the designer brand Youthbath.

Offline distribution channels are also expanding. As of the first quarter of this year, Musinsa Standard Woman’s offline sales increased by 158% compared to the same period last year. The number of stores nationwide reached 20, more than tripling year-on-year. This growth was driven by active requests for entry from offline distributors such as Shinsegae, Lotte, and Hyundai department stores and shopping malls. In fact, as of the end of last year, women accounted for 45% of sales at offline stores. Cardigans, nylon dresses, and maxi skirts recorded particularly high sales.

A Musinsa Standard Woman representative said, “We are increasing customer satisfaction through planning and curation strategies that reflect seasonal trends and customer feedback,” adding, “We plan to further expand our offline presence to broaden the brand’s influence.”