MU-B wiki: 'DEINET' recorded KRW 100 million in sales on the first day of joining MUSINSA! Daily 5-minute call with MUSINSA MD

July 19, 2024

‍ 🆅 DEINET, How successful is it these days? ‍

· Total sales exceed KRW 1 billion within one month of brand launch
· Best-selling 'Ribbon Flat Shoes' and 'Cloud Mini Bag' sold out within a minute of launching
· KRW 100 million in sales on the first day with MUSINSA, ranked #1 in the women's category

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DEINET, the second heart of CEO Kim Da-in, who created a KRW 100 billion brand

It seems that who you do is more important than what you do. That's what I think when I look at the frightening growth rate of DEINET, a brand launched by CEO Kim Da-in. The myth of KRW 1 billion in sales within a month of launching! What's different about this brand that makes it so successful? That's the question I'll start today's story with.

Kim Da-in is the founder of MATIN KIM, which has grown into a global brand with KRW 100 billion in sales, at the age of 23. She stepped down as CEO of MATIN KIM in October 2023, six years after its launch. In February this year, she unveiled her new brand, DEINET. DEINET is a combination of 'DEIN', the Germanized version of director Kim Da-in's name, and 'ET', which means 'and'. It means that it is a brand with expand ability that is not concluded as one, just like the lingering feeling left instead of the ending.

The birth and growth of DEINET is being broadcast live on CEO Kim Da-in's personal SNS like a drama. The words Kim Da-in uses most often are 'sincere' and'gratitude'. She is not a CEO who is too cool and chic to approach, but a person who often laughs, cries, is moved, and is grateful. This is DEINET's greatest competitive advantage, being a brand led by Kim Da-in, born in 1992.

Comments from Kim Da-in, who participated in MUSINSA's live broadcast, like an idol fandom, the enthusiastic followers responded enthusiastically!It was said that Kim Da-in was especially emotional because she was meeting with her fans (=customers) after a year and a half. (Source: Kim Da-in's personal SNS)

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It's a hit, billion in sales on first day of debut on MUSINSA

DEINET debuted exclusively at MUSINSA on May 13th of this year. Like the debut of a much-rumored new idol group, DEINET's entry into MUSINSA was quite a spectacle. As if responding to customers who had been waiting, MUSINSA planned a showcase titled [Finally, DEINET] and opened it as soon as the store opened. DEINET premiered its summer capsule collection on the same day. So how did the ambitious collaboration between MUSINSA and DEINET turn out?

*On the first day of opening, the store ranked #1 in the MUSINSA Women's category and recorded record-breaking sales! (Source: Kim Da-in's personal SNS)*

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In the past month since its launch, DEINET has been on a roll, with sales in the hundreds of millions of KRW on MUSINSA alone. The decision to partner with MUSINSA for their second brand proved to be the right one, as Kim Da-in explains why they chose MUSINSA as their exclusive sales channel in addition to their own mall.

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“We wanted to deploy DEINET on the top online platformin Korea.
When I was launching my second brand, there was no otherplatform that gave me feedback as fast as MUSINSA, and the fact that they wereconstantly reading trends and adapting to culture was a great fit for ourbrand.”

- Kim Da-in, CEO of DEINET

The amazing 'harmony' that 5 Minute Daily SCRUM creates

DEINET has run two showcases and one live show at MUSINSA so far. That's a breathtaking pace for a brand that's only been at MUSINSA for a month,

According to the MD, the secret to this overwhelming pace of collaboration is the ‘Daily Scrum’. Daily Scrum is a short daily meeting to share what was done yesterday, what needs to be done today, and the problem elements that need to be solved. It is known as the signature management method of Agile to increased evelopment efficiency

“It's a very busy time as we're in the early stages of launching the brand, but to establish a process, we've been having short meetings with the DEINET team almost every day, much like a daily scrum in a development organization. We have a quick call to talk about what our sales were the previous day, what products we should release in the future, and what content should be featured.”

- MUSINSA's MD who love DEINET

Short daily scrums allow platforms and brands to be nimble and plan promotions that match the season and customer demand. For example, to coincide with MUSINSA's summer Black Friday, “MUJINJANG,” DEINET's discounted item recommendations were created separately.

*The best-selling Cloud Mini Bag is now discounted at MUJINJANG, which was featured as an exclusive content in MUSINSA magazine. (Source: MUSINSA Magazine)*

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DEINET has just taken a step forward and is running hard, and we are cheering for the birth of another global fashion brand representing Korea. Please look forward to the synergy with MUSINSA in the second half of this year.

“I think the timing of MUSINSA and DEINET's sincerity was perfect.
Above all, I am confident that we are achieving good results because there are customers who like DEINET and are watching us with interest. We will continue to communicate with customers and move forward as a fashion brand, so we would appreciate your support. ”

- Kim Da-in, CEO of DEINET

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🆅 MD shares 3 ways DEINET is utilizing MUSINSA

· CEO Kim Da-in participates in various content, including MUSINSA Live and Shorts, to introduce DEINET's appeal in an intimate way.
· Through MUSINSA's brand snaps and influencer outreach, DEINET's customer base is expanding.
· By closely communicating with the MD and planning seasonal content on the fly, DEINET's brand exposure has been maximized.

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👀If you want to dig in DEINET,

👉Visit DEINET Brand shop
👉Visit DEINET Instagram

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