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Online shop creates offline opportunity: Fashion retailer Musinsa makes space for brands to grow their businesses-INSIDE Korea JoongAng Daily

Many in the fashion industry have taken note that Musinsa didn’t build an offline store, but rather an open studio for smaller, younger businesses to grow. “We believe that the two most important things for Musinsa are the brand and the customers,” said Seo Seung-wan, head of the business development team. “So instead of building an offline store, which would limit our communication with customers only through that particular branch, we decided to open up a space for brands [that sell their products on Musinsa] and their customers. The brands [that sell through Musinsa] have grown along with us through the years. So we don’t just sell their things. We are also building an ecosystem with them.” Small businesses, even one-person start-ups, can rent a studio space for a minimum of three months, during which the occupants may use the many facilities provided by the company, including the meeting rooms, seminar rooms, free repair service, photography studio and discounted parcel service. Businesses that entered the space early this summer represent a diverse range of talent, from fashion designers and textiles developers to film producers who create fashion-related content. The two basement floors contain storage rooms, photo studios and parcel services that occupants can use. “The cost for a box for delivery is set at 3,000 won all across Dongdaemun,” said Lee Ji-hye, a manager of the studio. “Here, we have a staff from CJ Logistics who takes care of all the deliveries everyday at half that price.

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