MU-B wiki: ‘PRENDA’, How to achieve 1.6 billion won in sales with one short-sleeved T-shirt using MUSINSA

June 21, 2024

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‍ 🆅 PRENDA, How successful is it these days? ‍

· From an initial annual sales of 300 million KRW at its launch in 2020, PRENDA reached 8 billion KRW in 2023 after just three years
· With a three-year consecutive annual growth rate more than double, the brand has significantly enhanced its visibility

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“I bought them all by color to wear as basic T-shirts.”
“Hoodies are common, but true casual style is like PRENDA.”
“It’s comfortable yet uniquely stylish, so I often wear it!”

A common keyword in customer reviews who have worn the brand PRENDA is ‘casual chic.’ In today’s trend of ‘styled yet casual,’ PRENDA is loved for its stylish looks that can be worn comfortably in everyday life.

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Hitting billions of dollars in sales with a pair of sweatpants

Launched in 2020, PRENDA chose MUSINSA without worried from the early days of the brand’s launch. They had already experienced success with their own brand ‘TRAVEL’ with MUSINSA.

“(Even before the launch of PRENDA) Given the success of our other brand ‘TRAVEL’ on MUSINSA, we had no doubts. We expected PRENDA to also create synergy with MUSINSA
After forming the partnership, we indeed recorded a remarkable growth rate. Less than two years since launching the brand, our 2022 annual sales increased fourfold compared to 2021. And in 2023, it grew more than twice as much."

- PRENDA's MD

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*The PRENDA short-sleeve t-shirt, featuring vintage denim patch details, is gaining popularity for its nostalgic mood.* *PRENDA DENIM PATCH CREWNECK TEE WHITE*

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PRENDA specializes in essential garments like sweatshirts, t-shirts, and sweatpants, with a strong emphasis on exceptional washing techniques. Known for its skillful expression of vintage-inspired color tones and artfully faded graphic printing, PRENDA excels in detailing its product designs.

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“PRENDA is widely recognized in the industry for its mastery of Pigment dyeing techniques. Their pieces, blending clean designs with vintage hues and intricate washing details, have garnered significant popularity.
Popular one among their diverse item is the ‘DENIM PATCH CREWNECK T-shirt’, which has achieved remarkable sales success. With just one women’s t-shirt, PRENDA has achieved a cumulative sales record of approximately 1.6 billion KRW over two years. Now it can be called the national t-shirt!”

- Passionate PRENDA MD in MUSINSA

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PRENDA’s strengths have become increasingly prominent through a variety of MUSINSA content and sales campaigns. Various contents such as NewJeans’ showcase as a MUSINSA ambassador, the stylish Model’s real-way photoshoot, Influencer-style planning sessions, and MUSINSA Live were actively utilized to promote the brand.

They also actively participated in MUSINSA’s year-round large-scale sale event, MUSINSA Black Friday, further enhancing brand exposure. Through these strategic collaborations, PRENDA has successfully introduced its brand to MUSINSA’s diverse customer base, showcasing the unique appeal of its products.

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*The collaboration contents with MUSINSA that highlighted PRENDA’s comfortable and stylish items*

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“It was a pleasure to collaborate with MUSINSA MDs throughout the entire process of opening well-crafted contents and planning events.
After successfully launching, there was always a mix of relief and anticipation. Even during the preparation for MUSINSA Live, I was truly grateful for the dedicated efforts of MUSINSA PDs, editors, and MDs who tirelessly worked within a short hour to introduce PRENDA to customers. "

- PRENDA'S MD

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The ‘COOL TO WORK JOGGER PANTS’ worn by NewJeans’ Minji, became a topic of discussion after its showcase photoshoot. During the 2023 winter MUSINSA Black Friday event, it generated sales exceeding 100 million KRW over a period of ten days.

*COOL TO WORK JOGGER PANTS, which achieved sales of over 100 million KRW in just about ten days during the 2023 winter MUSINSA Black Friday event. It garnered even more attention when worn by NewJeans’ Minji !*

Smart Inventory Management Tips for Long-Lasting Brand Success

PRENDA strategically manages its inventory by joining the MUSINSA Outlet, aiming for sustainable growth. MUSINSA Outlet curates selected brands, offering up to 90% regular price discounts consistently. This outlet helps brands manage their stock effectively while providing customers with opportunities to purchase products at smart prices.

*PRENDA products available at reasonable prices can also be found at MUSINSA Outlet*

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In the fast-changing fashion industry, managing inventory is crucial as unsold items from one season can impact the next. Excess inventory poses challenges in securing funds for new productions. If this situation persists, it can pose long-term challenges for continuous brand operation. In other words, swiftly selling off seasonal excess inventory at reasonable prices is the brand’s biggest competitive edge in business.

PRENDA, which entered the outlet in October last year, has quickly become a top performer in outlet sales. Comparing to 2022 when it was not in the outlet, its transactions on MUSINSA have grown by over threefold. As of April this year, monthly sales in the outlet alone consistently exceed 100 million KRW.

"We produce our key products in ample quantities each season, so it is common to have leftover inventory once the season ends.
Instead of holding onto this inventory, we decided it would be better for PRENDA’s long-term growth to offer these products to customers at deeper discounts. This led us to join MUSINSA Outlet."

- PRENDA's MD

From diverse content like showcases and magazine photo shoots to ambassador marketing and sales strategies, PRENDA knows how to fully leverage MUSINSA. The brand has grown to target an annual sales goal of 10 billion KRW in just four years since its launch. With an efficient brand management strategy, PRENDA continues to evolve each season. Stay tuned for more exciting developments from PRENDA!

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

· Increased visibility and sales by actively featuring products in fashion editorials, showcases, magazine spreads, coordination content, and special planning exhibitions that align with PRENDA’s Philosophy.
· Boosted brand awareness and sales effectiveness through MUSINSA’s infrastructure, including MUSINSA Hongdae, MUSINSA Daegu stores, season previews, and MUSINSA Live events.
· Ensured long-term growth by participating in MUSINSA’s major annual sale event, MUSINSA Black Friday, and efficiently managing off-season inventory through MUSINSA Outlet.

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👀If you want to dig in PRENDA,

👉Visit PRENDA Brand shop
👉Visit PRENDA Instagram

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