Article at a GlanceMusinsa Standard has grown by challenging conventional practices in Korea's private brand (PB) and SPA brand markets. While many fashion PB brands offered low prices but failed to meet quality expectations, Musinsa Standard gained strong traction by delivering both affordability and quality. This success came from reducing the profit margin per product while upgrading materials and collaborating with skilled manufacturers. At the same time, the brand meticulously analyzed customer reviews on the MUSINSA platform and incorporated feedback into its designs, leading to the creation of more best-selling products. It also focused on creating aesthetically appealing stores by incorporating elements such as monotone colors and media walls. In terms of the shopping experience, Musinsa Standard strengthened shopping convenience through an O4O (Online for Offline) store model, seamlessly integrating services with the MUSINSA app. Starting this year, the brand has expanded beyond standalone flagship stores to a shop-in-shop format, engaging with a broader range of customers.
Itaewon-ro, located between Hangangjin Station and Itaewon Station in Yongsan-gu, Seoul, is a commercial district densely populated with fashion brands and is known as "Comme des Garçons Street" in Hannam-dong. The name originated in August 2010 when Comme des Garçons opened its flagship store in the area. Since then, various global fashion brands, including Gucci, Diesel, Theory, and Hunter, have established stores there. Amid this fierce fashion battleground, a domestic SPA
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brand made a bold move last August by opening its first store in the district. It was none other than Musinsa Standard, the private brand (PB) of MUSINSA, which unveiled its Hannam flagship store. This marks Musinsa Standard’s fifth store in Seoul following locations in Hongdae, Gangnam, Seongsu, and Myeong-dong, and it is the first to utilize an entire building. With a total retail space of approximately 1,520㎡ (about 460 pyeong) spanning from the basement level to the fifth floor, it boasts the largest scale among Musinsa Standard stores in Seoul.
The opening of a flagship store in a district filled with global fashion brands highlights Musinsa Standard’s confidence. This confidence is not unfounded. Launched in August 2017, Musinsa Standard established itself as a key growth driver for MUSINSA by positioning itself with three core values: basic design, high quality, and reasonable prices. Within a year of its launch, the brand achieved annual sales of 17 billion KRW. The following year, in 2019, it recorded a remarkable 3.7-fold growth, reaching 63 billion KRW in annual sales. Even in 2020, when the fashion industry faced a prolonged downturn due to the pandemic, the brand remained strong, achieving its highest-ever annual sales of 110 billion KRW. Between 2021 and 2023, the brand maintained an average annual sales growth rate of 133%, continuing its upward trajectory. Musinsa Standard also played a significant role as the official supplier of the national team uniforms for the "Paris 2024 Summer Olympics." The opening and closing ceremony uniforms designed for the South Korean national team were selected as one of the "Top 10 Best Olympic Uniforms" by the International Olympic Committee (IOC). The Korean Sport & Olympic Committee, which aimed to design uniforms reflecting the themes of "change" and "youth," proposed the collaboration to Musinsa Standard, recognizing the brand’s reputation for simple and stylish designs that resonate with younger consumers.
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