A Store Showcasing Localization Strategies
Highlighting Popular Korean Brands in China, Including 'Musinsa Closet'
On December 19, Musinsa announced that it has opened an offline multi-brand store called ‘Musinsa Store Anfu Road, Shanghai’ on Anfu Road in Shanghai, China, as part of its efforts to expand its reach to local Chinese consumers.
Anfu Road, similar to Seongsu-dong in Korea, is a street where fashion industry insiders and influencers gather. It is considered a key commercial district that leads trends in Shanghai.
Musinsa Store Anfu Road, Shanghai occupies approximately 210 pyeong (about 695 square meters) across three above-ground floors of a building with a 100-year history. A total of 59 brands are featured in the store, including 44 Korean fashion and accessory brands and 15 Chinese local and global sports brands.
The first floor features a pop-up zone, where concept-based pop-up stores are operated according to the season and trends. The second floor is dedicated to showcasing the coordination of over 30 fashion brands. On the third floor, a K-pop Zone has been created.
The stairway wall connecting the first and second floors is decorated with Oriental-style artwork that reinterprets Musinsa Stores in Korea, such as Seongsu, Gangnam, and Hongdae. In addition, the store features a ‘Shoe Wall’ that brings Musinsa’s sneaker community identity into the offline space, as well as a ‘Cap Club’ that brings together a variety of hats.
Musinsa Store Anfu Road, Shanghai is expected to serve as a bridge connecting K-fashion with Chinese consumers. Musinsa aims to strengthen its position as Asia’s leading designer fashion select shop by curating products that reflect the lifestyle and consumption culture of young Chinese customers, while supporting partner brands in effectively raising their local brand awareness.
A Musinsa representative stated, “Musinsa Store Anfu Road, Shanghai is a strategic offline space that proposes K-fashion in a new way, combining the heritage of Anfu Road with Musinsa’s modern curation sensibility.”
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