MU-B wiki: STAND OIL, a brand renowned for the "College students' essential" is making a synergy with MUSINSA
*MU-B Wiki: Short for 'MUSINSA Brand Wiki', introducing brands that have grown with MUSINSA
🆅 STAND OIL, the Key to Its Success
· Total brand sales on MUSINSA for the year of 2022 increased to 20 billion KRW, doubling compared to the previous year
· Opened offline shops at Hyundai Department Store at Pangyo and Shinsegae Department Store Centum City in 2023
· Over 50% of visitors to the flagship store in Seongsu are foreigners, and have opened official online stores in Japan and Taiwan.
3 Numbers Made by STAND OIL
“Everyone’s favorite bag” in Korea is now gaining recognition overseas
“Accommodates all laptops and textbooks”
“Ideal for daily use with its ample storage space and easy portability, perfect for those who carry a lot of items”
“During my subway ride, I noticed an Oblong Bag with each person in the car. Could this be a project of the Department of Labor?”
So far, there hasn't been a bag from a domestic brand that has gained such widespread popularity. This success isn't merely the result of a fleeting trend; rather, it stems from consistent success in product planning and quality that precisely caters to the needs of our target customers.
STAND OIL, a brand that made the iconic 'Korean female college student’s beloved bag,' isn't just ambitious within Korea but is also making strides in overseas markets. Since the flagship store's launch in Seongsu in 2023, it has already drawn over 50% of its visitors from abroad. They've even expanded their presence by launching official online stores in Japan and Taiwan. As part of their foray into unfamiliar overseas markets, STAND OIL collaborated with MUSINSA to host three pop-up stores in Japan.
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STAND OIL participated in all pop-up events in Japan in collaboration with MUSINSA, starting from the Tokyo showroom in July 2023 to the Osaka Hankyu Department Store pop-up in November 2023, , and finally, the 24 FW MUSINSA Tokyo Showroom in this February. At these pop-ups, the initial inventory quickly sold out, reaffirming the potential in both the overseas online and offline markets. This was further validated by a six-fold increase in sales on MUSINSA global store in April 2023 compared to January of the same year.
How to Turn Bestsellers into Steady Sellers
Three years have passed since STAND OIL solidified its position as a leading bag brand among teenagers and those in their 20s. As swiftly as it ascended, the Oblong Bag continues to maintain its top position in MUSINSA’s women’s bag rankings even in 2024. The key to its enduring success lies in ‘presenting something fresh.’
The collaboration between MUSINSA and STAND OIL was indeed multifaceted. Beyond driving sales, various planning and collaboration initiatives to maintain brand’s freshness. The diverse ways STAND OIL leveraged MUSINSA, as revealed by the dedicated MD, include:
· During MUSINSA LIVE broadcast in 2022, the Oblong bag and the Butter bag lines, which were already steady sellers, were offered at more reasonable prices compared to before, resulting in sales of 150 million KRW in the inaugural broadcast.
· Actively collaborated with brands in various categories such as UGG and unveiled exclusive photoshoots on MUSINSA to highlight STAND OIL’s new image.
· Joined MUSINSA’s Hongdae and Daegu flagship stores under the theme of shop-in-shops, expanding the brand’s offline presence.
As STAND OIL continues to grow, maintaining its brand value while enhancing its attractiveness and accessibility, we eagerly anticipate the day when the Oblong Bag is embraced by Gen Z globally, transcending borders beyond Korea!