Musinsa Boosts Emerging Brand Growth: "Annual Transaction Volume Tripled"

Transaction Volume of Incubated Brands
More Than Tripled Year-on-Year

Fashion platform Musinsa announced on the 17th that as a result of conducting an incubating program for a total of 67 brands in the fourth quarter of last year, the combined transaction amount of participating brands grew more than threefold compared to the fourth quarter of 2023. The quarterly growth rate of transaction amount recorded 238% in the third quarter of 2024, achieving triple-digit growth rates for two consecutive quarters.

Musinsa started the incubating program in August last year to comprehensively support product planning and production, marketing, branding, and sales activities for the growth of small- and medium-sized domestic designer brands.

Representative image of the brand 'Akam' participating in the Musinsa incubating program. Provided by Musinsa

Musinsa explained that these achievements were thanks to practical support measures to expand sales and enhance brand awareness, such as online special exhibitions on the Musinsa Store, influencer collaborations, and performance advertising. In particular, in December last year, incubating brands were given opportunities to participate in events such as 'Mujinjang Winter Black Friday' and 'Year-end Settlement Special Exhibition,' with the combined transaction amount increasing by 245% compared to the same period of the previous year.

Among the brands participating in the Musinsa incubating program, 72% are emerging brands that have been launched for less than three years. Among them, ▲Miseki Seoul ▲IDon'tWannaSell ▲Akam grew into brands with annual transaction amounts in the 2 billion KRW range as of last year. IDon'tWannaSell and Akam were launched in 2022 and achieved these results in just over two years since entering Musinsa.

Musinsa will continue to select and nurture new incubating brands, and starting this year, the program will be conducted by dividing into spring/summer (SS) and fall/winter (FW) seasons to suit the characteristics of the fashion industry. This is to systematically support necessary areas in marketing and sales according to the fashion industry's characteristics of planning and producing products by season.

Musinsa will also engage in educational activities to help brands grow independently. Even after the incubating program ends, Musinsa plans to strengthen partner education in various areas such as strategies for utilizing Musinsa special exhibitions and performance advertising so that brands can independently promote sales expansion.

A Musinsa representative said, "Providing customized support necessary for the early growth stage of brands by utilizing Musinsa's know-how and infrastructure acted as a catalyst to promote the growth of emerging brands," adding, "We will continue to put more effort into discovering and nurturing emerging brands so that Musinsa can lead the virtuous cycle of the domestic fashion ecosystem."