Musinsa runs online and offline autumn-winter sale through October 19
In short
South Korean fashion retailer Musinsa said on October 8 it is holding an 'On & Off Festival' autumn-winter (FW) season promotion across its online store and offline shops until October 19. The company said FW items are discounted by up to 80%, with an archive sale of last-season goods at up to 83% in stores. Musinsa linked the event to growing visitor numbers at its offline stores, which it said rose about 2.8 times year on year in September.
Read the full story 1 min read
Musinsa said on October 8 that it is holding the 'On & Off Festival', an autumn-winter (FW) season promotion linking its online store and offline shops, until October 19. The offline events are held at all Musinsa Store branches and at Musinsa Empty Seongsu. [ 1 , 3 ]
The company added offline-only discounts to its online benefits in response to rising offline store traffic. According to Asia Economy, visitors to Musinsa's offline stores in September were about 2.8 times higher than a year earlier. [ 1 , 3 ]
Asia Economy reported that during the event offline stores offer up to 15% extra off 'Musinsa MD's Pick' items, products from popular brands selected by merchandisers. Stores also run an archive sale with last-season goods at up to 83% off and an exclusive zone for products released only through Musinsa. In a general sale with 70 participating brands, offline purchases get up to 10% additional discount. [ 1 ]
Across both channels, FW items are discounted by up to 80%, and the company is offering coupon packs worth up to 20% off online and up to 15% off offline. Offline buyers can also enter a draw for up to 2 million won in Musinsa Money. Chosun Ilbo's headline put the maximum discount at 83%, the figure Asia Economy gave for the archive sale. [ 1 , 3 ]
A Musinsa official said that as more customers visit its offline stores, a pattern of exploring and buying products without boundaries between channels is becoming clear, and that the event would let customers find popular FW brand products at reasonable prices online or offline. [ 1 ]
Why it matters
The promotion adds offline-only discounts to online benefits, which the company said reflects customers moving between channels when browsing and buying. Coverage came from business outlets and was based on the company's announcement, so its significance is mainly for Musinsa's retail strategy.
Key facts
- Musinsa is running the 'On & Off Festival' FW season promotion online and offline until October 19. [ 1 , 3 ]
- Offline events take place at all Musinsa Store branches and at Musinsa Empty Seongsu. [ 1 , 3 ]
- FW items are discounted by up to 80% online and offline, according to Asia Economy. [ 1 ]
- An archive sale offers last-season goods at up to 83% off. [ 1 ]
- Musinsa offline store visitors in September rose about 2.8 times from a year earlier. [ 1 ]
- Coupon packs give up to 20% off online and up to 15% off offline. [ 1 ]
- Offline buyers can enter a draw for up to 2 million won in Musinsa Money. [ 1 ]
Confirmed by several sources
Still unclear
- The headline maximum discount: up to 80% or up to 83%. Chosun Ilbo's headline cites 83%; Asia Economy says FW items are up to 80% off and 83% applies to the last-season archive sale.
- The 2.8-fold rise in offline visitors in September. Reported only by Asia Economy, citing the company.