Consumer Agency Finds Musinsa Has Highest Satisfaction Among Online Fashion Platforms

Results of Major Online Fashion Edit Shop Satisfaction Survey

Consumer Satisfaction Survey Results.

[Asia Economy Reporter Lim Chun-han] Among major online fashion platforms, Musinsa received the highest consumer satisfaction according to a recent survey.

On the 14th, the Korea Consumer Agency announced that in a satisfaction survey conducted with 1,711 users of six major online fashion select shop applications (apps) including Musinsa, Zigzag, W Concept, Brandy, 29CM, and Ably, Musinsa achieved the highest overall satisfaction score of 3.74 out of 5.

The survey, conducted online from April 15 to 25, showed an average satisfaction score of 3.62 for the six companies. Following Musinsa, the overall satisfaction rankings were Zigzag (3.61), W Concept (3.60), Brandy (3.60), 29CM (3.60), and Ably (3.58).

This survey combined satisfaction scores across three major categories: service quality (empathy, efficiency, reliability, etc.), service products (additional benefits, promotions, cancellations/exchanges/refunds, etc.), and service experience (frequency of subjective emotions such as enjoyment or disappointment during the service experience), along with comprehensive satisfaction scores including overall satisfaction, satisfaction compared to expectations for the service, and satisfaction relative to the ideal level expected in the industry. Musinsa received the highest scores in five out of six categories, excluding service experience.

Respondents cited 'variety of products' (45.5%) as the main reason for using online fashion select shops. Free shipping (10.4%), reasonable prices (9.2%), and availability of rare products (8.5%) were also major reasons. The most common purchase frequency was 'once a month' at 35%, followed by 'once every two months' at 22.9%, and '1-2 times every three weeks' at 12.7%. Clothing accounted for the majority of purchases at 89.4%.

The most frequently purchased price range was '10,000 to less than 30,000 KRW' (36.6%), followed by '30,000 to less than 50,000 KRW' (32.6%), and '50,000 to less than 100,000 KRW' (20.1%). Notably, Brandy, Ably, and Zigzag customers mostly purchased products priced between '10,000 and less than 30,000 KRW,' whereas Musinsa and 29CM customers favored the '30,000 to less than 50,000 KRW' range, and W Concept customers tended to buy in the '50,000 to less than 100,000 KRW' range.

Regarding consumer damage experiences, 23.3% reported having experienced some form of damage. The most common issue was 'delivery delays' (78.4%, multiple responses allowed). Other frequent problems included 'poor quality or defects' (39.9%), 'order cancellations due to out-of-stock items' (34.1%), 'delays in cancellations, exchanges, or refunds' (24.1%), and 'difficulty communicating with sellers or delayed responses' (23.1%).

This content was produced with the assistance of AI translation services.