MU-B wiki: OJOS’ Growth Strategy: The 1+1 = Infinity Rule
🆅 OJOS, How successful is it these days?
· 23% Growth in MUSINSA Sales Compared to Previous Year
· GOPECORE and Techwear Trends, Securing Over 10% Repurchase Rate with a Strong Identity
· November 2023: OJOS Opens OMOTESANDO Store in Japan, Surpassing 100 Million Won in Sales within a Month
🆅 Three key figures co-created by OJOS and MUSINSA
When OJOS releases a product, it’s always a hit.
Last December, a collaboration between OJOS and ASICS caused a stir in MUSINSA. The ASICS GEL-1130 sneakers, featuring OJOS’ signature grey color and charm decorations, were a huge hit, with 50,000 people participating in the MUSINSA Drop, which releases limited-time exclusive products, within just three days.
The responsible MD asserts that this outcome cannot be made without ‘OJOS.’ With a clear brand identity, OJOS creates more than just a sum with collaborations, adding significant value beyond 1+1=2.
The 1+1=Infinity Rule of OJOS' Growth Strategy Leading to 7x Revenue
OJOS is known for designs influenced by GOPECORE and deconstruction fashion, characterized by separation, transformation, disassembly, and recombination. The brand frequently uses stretchy and shiny materials, earning it praise for being practical yet stylish. This approach has solidified the ‘OJOS’ identity, offering versatile items that can be styled in multiple ways—essentially, one source, multi-use!
While each of OJOS product has a clear identity, customers sometimes struggle to match them with existing items. MUSINSA’s content production team, with over 100 members including editors and photographers, creates fashion editorials that help with styling ideas. These resources provide practical examples of how to incorporate OJOS items into various outfits.
Last year, the collaboration between OJOS and MUSINSA was active with diverse styling editorials and the ‘MUSINSA Terrace Pop-Up’ events that focused on rising brands. Earlier this year, during the showcase event for the early release of SS new products, sales soared sevenfold compared to the previous week, reaching hundreds of millions, indicating a promising collaboration for this year.
Since the end of last year, OJOS has also expanded to offline flagship stores at MUSINSA Hongdae and MUSINSA Daegu, increasing interactions with offline customers.
Lastly, let's take a look at how the MD utilizes MUSINSA for OJOS.
🆅 3 Ways OJOS use of MUSINSA as Revealed by the Responsible MD
· Centralized sales channels through MUSINSA and used data from MUSINSA toplan products and sales strategies.
· Strengthened OJOS' identity andexpanded its customer base through collaborations with various brands.
· Enhanced customer awareness by showcasing OJOS through stylingeditorials, special event content, and MUSINSA's offline channels
👀If you want to dig in OJOS,