MU-B wiki: Repeat Purchases Make the Brand: How SATUR Brought Repeat Purchase Rate to 45%

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‍ 🆅 SATUR, what's so hot these days? ‍

· Over 30 billion won in sales revenue for 1H, 2024, up 150% YOY.
· 13 offline store including the SATUR House in Seongsu-dong, Seoul and plan to increase offline stores to 25 this year.
· June 2024: 900 million won in sales at the “T-Shirt Shop,” its pop-up store in Seongsu-dong, Seoul

SATUR’s slogan, “Gift a Saturday,” evokes a laid-back and emotional vibe, but the brand evolves with highly pragmatic goals and direction. This is evident from an interview with CEO Son Ho-chul. Having suffered a business setback, he realized “I should have analyzed what the market needs and made meticulous planning, rather than simply doing what I wanted to.”

That is how SATUR started and the brand has been making swift and precise progress thus far as if following the optimal route on a navigation system. I saw my favorite idols dressed in SATUR’s clothes recently and thought, “SATUR must be a brand on the rise.” Then I learned that SATUR opened its flagship store in Seongsu-dong, Seoul just two years after the brand was launched and it is already operating 13 offline stores. What an amazing success for a new brand in its fifth year!

SATUR’s sales revenue skyrocketed 20 times between 2021 and 2022, and the key turning point was its entry into the MUSINSA Platform. It was SATUR’s strategic move to expand its business scale, and SATUR is now one of the brands that best utilizes MUSINSA as a strategic channel.

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“What Builds a Brand = Repeat Purchases”, SATUR’s Leverage of MUSINSA

MUSINSA boasts 14 million members as of 2023, making it a fashion platform where new brands can reach the largest pool of potential customers in Korea. However, merely being listed on MUSINSA does not guarantee success. They must develop meticulous strategies and captivate customers’ hearts in collaboration with a MUSINSA MD to create “repeat purchases,” the lifeline of a brand as SATUR CEO Son Ho-chul has put it, and cultivate loyal fans. So, what was SATUR’s secret that brought first-time customers back to the brand?

SATUR has been working tirelessly to create content showcasing the fit and styling of its products to shorten the conversion period before purchase. Key examples include the “Brand Snap” where its staff and in-house models showcase SATUR products, and the “Coordination Shop” which provides tips on pairing SATUR’s pieces with items by different brands.

SATUR has thus far archived around 800 pieces of content through the Brand Snap and the Coordination Shop content, which is about 7 to 8 times more than other brands. Increasing self-made brand content earned SATUR more frequent exposure in MUSINSA’s Magazine, nearly 100 instances. Consequently, SATUR’s repeat purchase rate jumped 45% in 2022 compared to 2021, the first year it joined MUSINSA.

"Providing an intuitive shopping guide" may sound somewhat ordinary, but many brands fail to follow this basic principle. A close look at SATUR’s blog reveals what it means to be a brand that opens customers’ hearts and wallets with its genuineness. It is also clear that SATUR’s straightforward yet effective secret to growth lies in applying this fundamental principle to the MUSINSA Platform.

Over 200 Million Won in Sales at MUSINSA Live on the Launching Day.

“All Day Supima Comfort” is SATUR’s bestseller with over 5,300 customer reviews. It was developed based on an analysis of SATUR’s sales data on the MUSINSA Platform.

SATUR products have gained popularity with designs that emphasize graphics and logos, so creating a basic design product was somewhat of a challenge. SATUR set three directions following its analysis of sales performance and customer reviews on MUSINSA and the very outcome of all these was “All Day Supima Comfort.”

❶ Everyday wear. Manufactured as premium products carrying the superior luster of Supima, which is among the top 1% of cotton yarns.
❷ Everyday wear. Precise finishing of shoulder lines with sewing techniques for high durability.
❸ Basic design item with a broad appeal. Refined packaging to make them nice gifts for friends and family.

In April 2023, SATUR launched “All Day Supima Comfort” and held a live broadcast to celebrate its first release. Sales exceeded 250 million won on this day alone. Ardent customers’ reviews created a virtuous cycle of repeat purchases that has continued to date. “All Day Supima Comfort” remains SATUR’s top-selling product by annual sales volume.

SATUR is planning to take its first step into overseas markets by opening a pop-up store in Japan in the second half of this year. There is great anticipation for how fast and precisely SATUR will charter its own course beyond Korea.

Finally, here’s the account of how SATUR has utilized MUSINSA as its strategic sales channel, as explained by the MD.

🆅 Three Key Strategies for SATUR's Success on MUSINSA

· SATUR developed its best-selling "All Day Supima Comfort” by refering to its sales data on the MUSINSA Platform. On the product launch day, it hosted a MUSINSA Live event and made over 250 million won in sales on the first day. (April 2023)

· SATUR developed a backpack in collaboration with Eastpak and launched it exclusively on MUSINSA. This strategy to secure buzz and rarity proved successful, with the entire stock sold out in a single day. (January 2024)

· SATUR operated a main pop-up store on the first floor of "MUSINSA Daegu" on the day of its grand opening and launched "City Edition," a limited edition of clothes which reinterpreted the local culture of Daegu. This initiative promoted the brand in Daegu and attracted new customers. (October 2023)

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👀If you want to dig in SATUR,

👉Visit SATUR Brand shop
👉Visit SATUR Instagram

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