Fashion Apps Expand Beyond Clothes: Fans to Fridges in Shopping Carts
Creatrip Team
a month ago
Major Korean fashion platforms like Musinsa, 29CM, Zigzag, Ably, and Queenit are expanding into tech, home appliances, and living goods to turn fashion apps into lifestyle marketplaces. Platforms now sell headphones, cameras, portable fans, refrigerators, rice cookers, beauty devices (e.g., cleansing devices, epilators), and kitchen appliances, aiming to increase time on app and average order value by offering curated items that match users’ tastes. Musinsa saw strong growth in portable fans and speakers; 29CM reported large gains in cameras and kitchen appliances and sold limited-collaboration items (e.g., Insta360×Hello Kitty) very quickly. Zigzag and Ably reported big rises in beauty devices and photo printers, while Queenit — popular with women in their 40s–50s — recorded a roughly 440% increase in appliance sales. Unlike general marketplaces that compete on price and assortment, fashion platforms emphasize curation, storytelling, and style fit, positioning themselves as lifestyle edit shops that suggest not just what to wear but how to live.
