MU-B wiki: Two-year-old rising brand AEAE's collaboration with musician Peakboy with reason

July 24, 2024

‍ 🆅 AEAE, what's so hot these days? ‍

· Annual transactions with MUSINSA surpass KRW 2 billion in just two years since brand launch
· Transaction value increased more than 10 times year-on-year in March after launching the 24 SS new product
· Opened an exclusive offline flagship store in Hannam-dong, Seoul in April

There is a ball cap that has been frequently seen in the daily fashion of creators appearing on social media as well as in the fashion of passers-by on the street. A large brand logo, cursive French text below and the website address.It is popular with reviews saying that the eye-catching typography and vintage colors create a ‘hip daily look’ the moment you put the hat on.

AEAE web logo ball cap (Source: AEAE Lookbook)

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This is the story of AEAE. This brand, which made amark with its ball caps, is once again gaining word of mouth with its cat graphic t-shirts. The point print detail, which makes the black cat's eyess parkle when the camera flash explodes, captured the hearts of female fashion lovers in their teens and twenties.

A cat's eyes become clearer when the camera flash goes off! FLASHED CATS EYE CROP T-SHIRTS (Source: AEAE Lookbook)

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As the brand grew in popularity in its second year, AEAE realized it needed to move beyond the popularity of a single item and raise awareness of the brand as a whole. The partnership was designed to make AEAE more recognizable, especially to customers in their early to mid-20s who use MUSINSA, AEAE's primary target customers.

“As MUSINSA is the most popular platform for AEAE's core customer base of people in their early to mid-20s, we thought that partnering with MUSINSA would be a great opportunity to bring AEAE to them more often and more conveniently. So we partnered with MUSINSA to bring AEAE to a wider audience.”

- AEAE ‘s marketer

MUSINSA Edition, the fateful collaboration that sold a billion in a week

The partnership with MUSINSA, which started earlier this year, has gradually raised AEAE's profile. MUSINSA Live, which coincided with the launch of new products for SS24, performed well and transactions for the month of March were 10 times higher than the same month last year.

And there was a project that accelerated this trend: MUSINSA Edition, a collaboration strategy where MUSINSA, creators, and brands meet to create synergy.

MUSINSA Edition lookbook, acollaboration between AEAE, Peakboy, and MUSINSA (Source: MUSINSA)

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In fact, AEAE is a perennial seller. AEAE has collaborated with a variety of brands both online and offline with their web logo ballcaps, so they were probably extra cautious about this collaboration.

“AEAE is a brand that sets itself apart with new and different graphics, logos, and vintage color schemes every time, and it's a brand that knows how to capture the zeitgeist and cultural trends with its lookbooks. So we thought it would be a more meaningful collaboration if we could do a MUSINSA Edition with an artist or musician who could express their thoughts in a creative way, so we pushed for this collaboration.”

- MUSINSA MD, sincere about synergizing with AEAE

It just so happened that Peakboy, a singer-songwriter and producer who was discussing a collaboration with MUSINSA Edition, chose AEAE as the brand he wanted to collaborate with. Both the MD team and the Energy Marketing Team were amazed by this coincidence. It's amazing how fate can make things happen!

“Peakboy has a history with MUSINSA, having collaborated with MUSINSA several times. He is interested in expressing his thoughts through music and other content, and is eager to collaborate with AEAE on a new collaborative experience.
Since AEAE's headquarters is in Daegu, Peakboy visited the headquarters a few times, and we were able to discuss ideas for the MUSINSA Edition product with great enthusiasm, resulting in a good collaboration.” ”

- Energy Marketing Team in charge of planning MUSINSA edition

“We had a lot of conversations with Peakboy about social media, and we thought it was a topic that would resonate with the public. We also thought it was an opportunity to bring AEAE to a wider audience through the MUSINSA edition, so we decided to participate in this collaboration." ”

- AEAE’S MARKETERS

The fateful collaboration between Peakboy and AEAE was enough to generate buzz and attention. The DJ pop-up party at the offline flagship store was so well attended that it generated over KRW 100 million in transactions within a week.

MUSINSA EDITION is a project that connects brands and creators who can synergize based on sales data to create exclusive collections for MUSINSA. The needs of each brand, such as shifting target customers or expanding sales categories, are specified by the Commerce Strategy Team and MD. Then, together with the Energy Marketing Team, creators who are a good fit for the brand are matched based on the content.

“When it comes to the MUSINSA edition, we put a lot of emphasis on authenticity, because that's what drives fandom customers to buy. For creators, it's about not just knowing the brand, but actually wearing it, and for brands, it's about being willing to understand and study the creator." ”

- Energy Marketing Team people who make the MUSINSA edition with authenticity.

AEAE×Peakboy MUSINSA EDITION,  breaking through the monitor and making offline hot

One of the highlights of this edition of MUSINSA was the DJ party at the AEAE flagship store. It was more than just a collaborative collection. It was a showcase of the message that Peakboy and AEAE wanted to convey through the collaboration. The DJ crew was hand-picked by Peakboy and the music was created for the collaboration, which made the event even more special and refreshing. The pop-up party was also a great way to showcase AEAE's flagship store, which opened in April in Hannam-dong, Seoul. It was 'killing 3 birds with one stone' - sales, awareness, and flagship promotion!

An offline pop-up party to celebrate the launch of MUSINSA edition at AEAE's flagship store in Hannam-dong.

AEAE, which was launched in 2022, has already established itself as a hip brand with a transaction volume of KRW 100 million in a short time. From MUSINSA Live to MUSINSA edition, AEAE's active partnership strategy with MUSINSA has allowed the company to expand beyond one staple product to a variety of products, further enhancing its recognition as a brand with clear colors.

Finally, here's how AEAE utilizes MUSINSA, as told by the MD herself.

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🆅 MD shares 3 ways AEAE is utilizing MUSINSA

· MUSINSA edition, a three-way collaboration between MUSINSA×brand×artist, generated KRW 100 million in transactions in a week and promoted its flagship store! A three-way collaboration that killed  three birds with one stone!
· Streamlining business strategy at a time of brand growth, with sales and marketing channels unified under MUSINSA.
· AEAE's steady items were introduced through MUSINSA Live and MUSINSA Showcase contents, expanding the target customer group to a wider range of ages and genders.

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👀If you want to dig in AEAE,

👉Visit AEAE Brand shop
👉Visit AEAE Instagram

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