Accelerating Offline Expansion in Northwestern Seoul
Up to 73% Off During the First Four Days of Opening
Musinsa announced on February 26 that it will officially open its outlet-specialized offline store, "Musinsa Outlet Lotte Mall Eunpyeong," on March 5. This is the first time Musinsa is launching a store dedicated specifically to outlet retail.
This new store will be a large hub with an exclusive floor space of approximately 476 pyeong (1,573 square meters), located on the first basement level of Lotte Mall Eunpyeong. Lotte Mall Eunpyeong is a key commercial district in the northwestern area of Seoul, characterized by strong demand from the Eunpyeong New Town catchment area and a high proportion of family customers in their 30s and 40s. Based on its transportation infrastructure adjacent to Gupabal Station, Musinsa plans to transfer the curation capabilities of its online outlet-specialized section to the offline space, thereby expanding customer touchpoints.
Musinsa Outlet Lotte Mall Eunpyeong is promoting the message "Redefining the Standard of a Great Find" and is characterized by breaking away from the conventional outlet format focused mainly on lining up low-priced products. Instead, it focuses on a "specialized zone strategy" that lowers the entry barriers to brand experiences and offers trendy, popular brands at reasonable prices.
The store has created a one-stop shopping environment with a total of 11 specialized zones, including Musinsa Young, Musinsa Girls, and Musinsa Bag & Cap Club, as well as sections for beauty, boutique, and used items.
In the outlet zoning, the store will showcase a wide range of popular domestic and international fashion brands such as The Coldest Moment, Dickies, Adidas, Ugg, Champion, and Puma. In addition, it will operate a "Special Price Zone" throughout March, offering popular brand products in the price range of 19,900 won to 49,900 won.
The beauty section features a refined lineup including Dr. Mellaksin, A'pieu, and Fwee. The boutique section has diversified its portfolio by arranging luxury products from brands such as Jil Sander, Raf Simons, Balenciaga, Bottega Veneta, and Saint Laurent.
The "Musinsa Used" zone, which is the core differentiating element of the store, enhances trust in the secondhand fashion market by securing more than 70 brands. Based on a C2B2C model in which Musinsa directly manages the entire process from collection and care to listing and delivery, as well as its proprietary authentication technology, products that have completed the commercialization process are presented in the offline store. Through this, customers can realize value-conscious consumption by directly checking and purchasing high-quality secondhand products.
To commemorate the opening of the outlet store, Musinsa will run a promotion. From March 5 to 8, it will offer an additional offline-only discount, providing discounts of up to 73%. In addition, during the four days of the opening, the first visitors on a first-come, first-served basis who make purchases of 100,000 won or more will receive a 50% extra discount coupon that can be used for discounts of up to 50,000 won.
A Musinsa representative said, "Musinsa Outlet Lotte Mall Eunpyeong will provide tenant brands with a channel for cash flow through inventory clearance, while offering customers the joy of discovering trendy brands that are hard to find at typical outlets," adding, "Going forward, we will continue to expand outlet-exclusive product lines and establish this store as a leading model of a virtuous cycle structure that simultaneously eases brands' inventory burdens and drives sales growth."
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