29CM concluded its largest annual promotion, ‘2025 Winter 29WEEK,’ with exceptional results, recording over KRW 140 billion in GMV during the 10-day event. With colder temperatures arriving earlier than usual and driving demand for winter apparel, GMV increased 30% year-on-year compared with last year’s event.
Held from November 3 to 13, 29WEEK posted KRW 147.9 billion in cumulative GMV and 1.7 million units sold. On average, the event generated 170,000 units in daily sales, equivalent to more than 7,000 items sold per hour.
The category with the highest GMV contribution was women’s fashion and accessories, which increased more than 24% year-on-year. The early winter cold also boosted outerwear performance, with categories such as duck-down and lightweight padded jackets seeing over 40% GMV growth, and fashion accessories rising more than 20%.
A major driver of this strong performance was 29CM’s strengthened focus on high-demand women’s fashion brands. During the event’s signature “One Brand Day” feature, UGG generated KRW 1.3 billion in GMV in a single day. Popular women’s designer brands such as Dunst, Foeto, and HAGG also each surpassed KRW 500 million in daily GMV. In addition, numerous women’s brands participating in the 'Encore Brand Showcase' exceeded KRW 100 million in GMV over the 10-day period, reaching double-digit representation.
29WEEK’s live-commerce series, ‘29LIVE,’ which aired 14 times during the event, also played a significant role. The broadcasts provided styling tips and live try-ons of popular winter outerwear, driving strong engagement that converted directly into sales. Notably, FACADE PATTERN attracted 50,000 live viewers in just one hour, leading to over KRW 1 billion in GMV that same day.
The home category also saw rapid growth, with the number of purchasing customers more than doubling year-on-year. Global home brands such as Staub, Artemide, Fellow, and Kinto, as well as distinctive Korean lifestyle brands like Tounou, Icilamaison, and , 60s recorded significant traction. Travel-gear brand Branden surpassed KRW 200 million in GMV during a single 29LIVE broadcast and went on to generate over KRW 700 million during the full 10-day event.
This year’s 29WEEK featured 1,835 brands and 228,000 SKUs across women’s, unisex, home, beauty, and food categories, with discounts of up to 89%—driving strong anticipation ahead of launch. The pre-event customer participation campaign drew approximately 360,000 users, highlighting the heightened interest.
A 29CM official stated, “Daily Active Users(DAU) during the event increased more than 25% year-on-year, reaffirming IGU WEEK’s position as a flagship event where customers can discover and engage with their favorite brands.” The official added, “Despite the prolonged downturn in the fashion and retail sectors, the event delivered meaningful support for partner brands—both in boosting year-end sales and efficiently clearing inventory.”
Meanwhile, MUSINSA will continue the winter shopping momentum by hosting its largest annual online-offline promotion, ‘MUSINSA MUJINJANG 25 Winter Black Friday,’ running for 10 days until November 26.