MUSINSA STANDARD, a modern basic casualwear brand, has seen its tailored in-store services for foreign customers contribute significantly to offline sales growth.
MUSINSA STANDARD operates stores tailored for international customers in major Seoul shopping districts, including Gangnam, Myeong-dong, Seongsu, Hannam, and Hongdae. To enhance the shopping experience for global visitors, the brand offers a range of offline services such as: △On-site tax refunds △Automated currency exchange machines △Luggage storage △Multilingual in-store announcements and △Foreign language brochures.
Driven by tailored services designed to enhance the shopping experience for international customers, sales from foreign shoppers have significantly increased compared to before the service was introduced. In April, five global customer-focused stores in central Seoul recorded a 160% increase in foreign customer sales compared to February. Foreign customers now account for approximately 50% of total sales, with the Myeong-dong store nearing 60%.
In particular, the MUSINSA STANDARD Hannam store has received positive feedback since introducing a luggage storage service exclusively for foreign customers and installing an automated currency exchange machine in late March. In April, the store’s sales to international customers rose by 3.3 times compared to February, prior to the launch of these services.
A MUSINSA STANDARD official stated, “The immediate tax refund service, which allows customers to receive their tax refunds directly at the store without going through additional procedures at the airport, has received the most positive response.” They added, “We plan to continue expanding tailored services, particularly in areas with high tourist demand, to provide a more convenient and seamless shopping experience for all customers visiting MUSINSA STANDARD.”