Musinsa, a major South Korean online fashion platform, says a study published in the Asia Pacific Journal of Marketing and Logistics shows the platform contributes to partner brands’ growth. Researchers from Seoul National University analyzed about 500 brands on Musinsa and found that platform operations and systems boost short-term sales, while the platform’s capabilities strengthen brand reputation and long-term asset value. Effects were strongest for young, small-scale (신생) brands that leveraged the platform. The study was commissioned by the Korea Distribution Association (KODIA).
