MUSINSA STANDARD sales in Japan surge 7-fold in first half

| NBNTV = Reporter Kim Min-ho | MUSINSA STANDARD, the modern basic casualwear brand launched by MUSINSA, is rapidly expanding its presence as a leading K-fashion brand in Japan.

MUSINSA announced on the 2nd that the transaction volume for MUSINSA STANDARD in Japan grew approximately sevenfold in the first half of this year compared to the same period last year. Last month, more than 40% of first-time customers on the MUSINSA Global Store in Japan purchased MUSINSA STANDARD products, signaling the brand's role as a primary driver for new Japanese customers entering the platform.

Notably, 61% of MUSINSA STANDARD customers during this period also purchased products from other brands available on the Global Store. This demonstrates that MUSINSA STANDARD serves as a gateway, introducing Japanese consumers to K-fashion while facilitating the discovery of various Korean designer brands.

The achievement is attributed to a strategy of expanding physical touchpoints in Tokyo to build brand awareness, particularly among Gen Z. Between October last year and August this year, MUSINSA STANDARD established a trendy brand image through three separate pop-up stores, each featuring unique concepts and product lineups.

At the 'MUSINSA Station in Harajuku' held from the 21st to the 30th of last month, the brand promoted its 26FW campaign 'Seoul Standard.' By pairing Seoul's latest fashion trends with signature MUSINSA STANDARD items, the brand saw key products like blazers and slacks rank among the top sellers during the pop-up period.

To meet surging demand, the company is enhancing the local shopping experience. Since the 3rd of last month, MUSINSA has implemented a speed delivery service by pre-stocking popular MUSINSA STANDARD items in a local Japanese logistics center, allowing customers to receive orders within 2 to 3 days. Following the service's launch, MUSINSA STANDARD's transaction volume increased more than threefold compared to the same period last year during the three-week window from August 3 to 24.

A MUSINSA official stated, "The growth in Japan demonstrates the potential for MUSINSA STANDARD to become a competitive K-fashion brand in the global market beyond Korea. We will continue to enhance our brand competitiveness based on our understanding of the local market while strengthening our role as a leading brand that expands the K-fashion customer base.""