Musinsa Standard Grows Alone Amid Fashion Slump, Eyes ₩470 Billion in Sales
Creatrip Team
3 months ago
Musinsa Standard, a modern basic casualwear brand, is set to reach about ₩470 billion (approx. $350M) in annual gross merchandise value for 2025 — roughly 40% growth year-on-year — despite Korea’s sluggish fashion market. The brand combined online and offline sales and expanded product categories to drive performance. Offline revenue rose about 86% as Musinsa Standard opened 14 new stores across major regional hubs (Incheon, Ulsan, Chungcheong, Daejeon), bringing total domestic stores to 33 and annual visitors to over 28 million (up from 12.5 million). Foreign tourists boosted sales in key locations: Myeongdong store foreign-customer share was 55%, Hannam 44%, and Seongsu 42%. Musinsa Standard opened its first overseas store in Shanghai and plans to expand to 10 stores in China. Non-apparel categories also grew strongly, with beauty and home/lifestyle lines expanding the brand portfolio; the low-price beauty line surged over 190% year-on-year. Product performance supports the results: nearly 13 million items sold year-to-date, over 1.3 million product reviews, and steady sellers like slacks (1.01M units) and city leisure, light down, Bermuda pants, and balmacaan coat lines showing solid sales. The company credits product value and expanded offline touchpoints and plans further global and lifestyle growth.
