Seoul, South Korea – [Date] – Musinsa Standard, a popular South Korean fashion brand, announced today that it has achieved a significant milestone, surpassing 10 million visitors to its physical stores this year. The brand's strategic expansion into offline retail has proven highly successful, attracting a predominantly young demographic.
Between January and late November, a total of 10.28 million customers visited Musinsa Standard's 17 stores nationwide. The flagship store in Hongdae, Seoul, emerged as the most popular destination, drawing over 1.2 million visitors. Additionally, the store located in Starfield Suwon, which opened in April, exceeded 1 million visitors in just seven months.
Young Demographics Dominate
A breakdown of visitor demographics reveals that over 70% of customers were in their 20s or 30s. Further analysis of in-store mobile app purchases showed that 43% of customers were in their 20s, followed by 30% in their 30s. Women accounted for approximately 45% of overall store visitors.
The customer profile varied across different store locations. Stores in trendy neighborhoods like Hongdae, Sinchon, and Seongsu attracted a higher proportion of customers in their 20s, while locations in shopping malls and department stores, such as Galleria Gwanggyo and Lotte Premium Outlet Giheung, had a slightly higher percentage of customers in their 30s. This trend was particularly evident in stores located in areas with a significant "young family" population. Additionally, "shop-in-shop" stores within department stores and shopping malls had a higher proportion of female customers, at nearly 49%.
Strategic Expansion
A spokesperson for Musinsa Standard attributed the brand's success to its strategic expansion into offline retail. "By more than doubling our physical store count this year, primarily through shop-in-shop formats, we have become a go-to brand for young consumers," the spokesperson said. "Surpassing 10 million visitors is a testament to the strong appeal of our brand and the effectiveness of our omnichannel strategy."
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