MU-B wiki: ‘NUMBERING’, First Discovered by Celebrities, Utilizing MUSINSA for Long-Term Success

June 17, 2024

NUMBERING’s Best Seller Bracelet Watch #1901

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‍ 🆅 NUMBERING, How successful is it these days? ‍

· As of 2023, transaction volume on MUSINSA Store grew by 1200% compared to the previous year.
· Opened three standalone flagship stores in Seoul and Busan in 2023 alone.

NUMBERING gained fame even before it had a name, thanks to a ring worn by Artist G-Dragon. A prototype piece caught the eye of a magazine editor looking for jewelry for a photoshoot. Since then, it has been favored by K-pop fashion icons like boy band BTS's member V and girl band BLACKPINK's member Jennie, continuing its rise. In a jewelry market dominated by expensive fine jewelry or cheap Dongdaemun products, NUMBERING positioned itself as the first contemporary brand.

Despite gaining attention from the start, NUMBERING needed to move beyond sales through its own site and celebrity endorsements to reach more people for long-term success. In its 8th year, 2022, NUMBERING partnered with MUSINSA, opening the second chapter of its journey.

Using MUSINSA Sales Data to Open a New ‘Wallet’ Chapter

NUMBERING has several hit products. The #7700 necklace, known as BLACKPINK's member Jennie’s initial necklace, and the #1901 bracelet watch, which sold out despite not having hands to show the time, are prime examples.

In 2023, NUMBERING launched its non-jewelry first item, a wallet named #1050. This new category was developed using sales data from MUSINSA.

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“Originally, NUMBERING only released jewelry, but after joining MUSINSA, we launched our first wallet.
By referencing the comprehensive sales data from MUSINSA’s accessories category, we identified wallets as a steady seller that, once it becomes a bestseller, continues to sell well over time. Now, this wallet has become a signature item, ranking as the top seller over the past year."

- The MD in charge, a passionate supporter of NUMBERING

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*They expanded into a new category using MUSINSA’s sales data, resulting in the creation of another signature item.*

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On the MUSINSA Store, anyone can view sales data for each product, including key demographics like age and gender of buyers, as well as cumulative sales. In the Partner Admin parts, even more detailed information is available, allowing brands to use this data for planning new season product development and production. Discussions with MDs, who have a comprehensive view of overall sales trends, help determine the direction for brand expansion. Following the successful launch of wallets, NUMBERING has recently sale category expanded into bags.

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*MUSINSA store sales data is available to everyone.In the Partner Admin parts, more detailed information can be accessed, which is used as reference material for developing new categories and products*

Why an 180,000 KRW Necklace Sells on MUSINSA

*NUMBERING’s showcase photoshoot for the exclusive pre-release of their 24SS season collection on MUSINSA*

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NUMBERING positions itself as a contemporary jewelry brand with a pricing strategy that reflects its quality and craftsmanship. The most popular item in the monthly ranking of NUMBERING’s brand shop on MUSINSA is the 180,000-KRW cross necklace, #3729. There are many products priced over 200,000 KRW, including the previously mentioned best-selling watch bracelet.

NUMBERING, a high-sensitivity jewelry brand, found it challenging compete for customers in their teens and twenties in the online jewelry market, where average prices are relatively lower compared to clothing. Therefore, it was crucial to effectively communicate the brand’s value through storytelling, explaining why this price range was chosen.

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To ensure that NUMBERING’s status as a high-sensitivity jewelry brand with a dedicated fandom is well communicated to MUSINSA customers, we focused on various marketing collaborations such as exclusive showcases, live events, and pre-launch promotions.
Simultaneously, we introduced discount events, making NUMBERING accessible at a reasonable price point on MUSINSA, expanding our customer base beyond our own website and offline pop-ups."

- The MD in charge, a passionate supporter of NUMBERING

NUMBERING, which entered MUSINSA in 2022, achieved a record growth of 12 times in revenue within just one year, firmly establishing itself as a popular jewelry brand on MUSINSA. NUMBERING is expanding its categories and market presence, solidifying itself as a long-lasting brand. Despite approaching nearly a decade since its launch, it continues to maintain growth momentum, making it a brand to look forward to in the future.

Finally, we’ve outlined how NUMBERING makes use of MUSINSA, as shared by the responsible MD.

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🆅 3 Ways NUMBERING use of MUSINSA as Revealed by the Responsible MD

· Positioned as a high-sensitivity jewelry brand, leveraging MUSINSA’s exclusive releases, live events, and associated discounts to offer the brand at a reasonable price point, attracting new customers.
· Utilized MUSINSA sales data to launch new category products like wallets, achieving success and creating another signature item.
· Leveraged high-sensitivity showcases during new collection releases to generate both publicity and sales, effectively maximizing impact during launch weeks.

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👀If you want to dig in NUMBERING,

👉Visit NUMBERING Brand shop
👉Visit NUMBERING Instagram

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