MU-B Wiki : Secret behind the Rapid Growth of REST&RECREATION that has Captured the Attention of Gen Z in Japan in Just Two Years
🆅 REST&RECREATION, How successful is it these days?
· 4.5-fold increase in overall brand sales (2023 compared to the previous year)
· 6-fold increase in transaction value in MUSINSA Store (2023 compared to the previous year)
· 3-fold increase in transaction value in MUSINSA Global Store (first half of 2023 year-to-year)
· Achieving 50% of sales from foreigners as Hannam flagship store has been established as a tourist destination (opened in July 2023)
· Opened store in Shinsegae Department Store Gangnam (February 2024)
Have you heard of REST&RECREATION (RR)?
If you haven’t heard of it, it’s a name to remember from now on. It’s the brand that consistently comes up whenever you ask a Japanese person at MUSINSA about the next big thing in fashion. Curious about its popularity, we decided to search for the brand on X (formerly Twitter), where trends often begin.
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X Excerpt of comments on RR from Japanese users. Numerous reactions to the brand’s signature colon-shaped logo, in particular.
If you look at the search results, you'll see that despite being a Korean brand, Japanese and Thai users are overwhelmingly mentioned. In Japan, where X is a major social network, RR’s Hannam showroom has become a must-visit shopping destination for young women. Remarkably, over half of the showroom’s sales come from international customers. In China, RR has established a network of more than 100 wholesalers as of last year.
Now in its second year, how has RR managed to grow so rapidly into a brand that attracts Gen Z across East Asia?
Minji’s pink padding sparks a global buying frenzy
Though it might have seemed to come out of nowhere, RR is the brainchild of a seasoned mastermind. It is the second endeavor of designer Kim Jee-eun, known as “fleamadonna,” who garnered widespread popularity across East Asia from 2007 to 2020.
fleamadonna has made presence in editorial shops in Tokyo and Paris and was featured on the Seoul Collection runway until 2018. Before launching RR, designer Kim Jee-eun spent two years designing outfits for K-pop idols, bringing with her extensive experience and keen insights into international markets, celebrity marketing, and branding.
In its first year, RR debuted in the MUSINSA Global Store, marking its entry into overseas markets. By December of that year, the launch of the “Minji’s Pink Padding” triggered a buying frenzy and established RR's presence with global customers. The reason for the frenzy? You’ll find out soon.
One powerful campaign photo that shows why padding is selling like hotcakes.
At that time, MUSINSA Global launched its first global campaign featuring the ambassador New Jeans under the concept “NEWSINSA X MUJEANS.” The response to RR’s pink down jacket, worn by Minji, was so overwhelming that additional orders were placed.
Following this success, it became evident from the store's sales data that RR was well received Japanese customers. As a result, RR began participating in various projects to support MUSINSA Global’s expansion into Japan and started achieving significant results.
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MUSINSA’s global expansion support provided by stage and target from marketing to B2B and B2C sales
To leverage the celebrity effect, RR implemented a dual-track B2C and B2B sales strategy. The brand participated in Hankyu Department Store in Osaka and online pop-ups at ZOZOTOWN, expanding its customer touchpoints both online and offline. Additionally, RR attracted retail buyers with a showroom in Aoyama, Tokyo.
Eight editorial shops purchased RR’s products, and the company received orders that were double the initial expectations. Over four days, more than 150 buyers from major local distribution channels, including BEAMS, UNITED ARROWS, Isetan, and Hankyu Department Store, visited the showroom.
MUSINSA’s global incubation program excels in providing continuity rather than one-off solutions, and customized support rather than a one-size-fits-all approach. Here’s how they developed such a system.
3 guiding principles for supporting sustainable global growth
Fashion, much like the entertainment industry, is susceptible to image burnout. Brands can quickly go from being the next big thing to becoming stale if not managed carefully. Generic international promotions that overlook a brand's growth stage and branding message pose significant risks.
Accordingly, MUSINSA Global Headquarters adheres to three guiding principles to ensure sustainable international expansion for brands:
In particular, the indiscriminate use of influencer marketing is a sensitive issue for consumers overwhelmed by a flood of social media advertisements. In this context, RR’s collaboration with Japanese Youtuber Emiane (えみ姉), who has 540,000 subscribers, during the “ZOZOTOWN X MUSINSA Online Pop-up (March 24 - May 5, 2024)” stands out as a model of efficient and targeted influencer marketing.
2 Types of tank tops and a baseball cap in collaboration with influencer Emine during ZOZOTOWN online pop-up
RR is actively expanding its markets, with exclusive pop-ups already taking place in Shanghai, China, and Bangkok, Thailand. Japan, which they have been aiming to enter this year, is also slated to be a focus for next year.
Lastly, let’s take a look at how the REST&RECREATION utilizes MUSINSA.
🆅 3 Ways REST&RECREATION use of MUSINSA as revealed by responsible MD
· NEWSINSA X MUJEANS campaign global pictorials led to a surge in orders for ‘Minji’s Pink Padding', resulting in reorder (December 2022)
· Highlighted tank tops and T-shirts in MUSINSA Magazine, achieving a 1,300% increase in T-shirt sales compared to the previous year (2023).
· Showcased exclusive, special-price products in collaboration with influencers during the ZOZOTOWN online pop-up, with RR products accounting for two of the top five items in terms of sales in the event (March 2024).
👀 If you want to dig in REST&RECREATION,