MU-B wiki: GLONWY, 12-fold GMV growth in just one year!
*MU-B Wiki: Short for 'MUSINSA Brand Wiki', introducing brands that have grown with MUSINSA.
🆅 How successful is GLOWNY these days?
· Brand sales increased 12 times YoY in MUSINSA store in 2023
· The Classic Line from the 2023 summer collection caused a sold-out frenzy, resulting in a sevenfold increase in overall brand sales YoY
· Size options were expanded thanks to increased customers from China, Japan, and the USA, catering to a diverse range of body types.
3 Numbers Made by GLOWNY
GLOWNY is a brand with a slogan "You glow differently." It is known for its delicate and poetic designs incorporating three keywords: individuality, beauty, and light. Launched in 2020, GLOWNY achieved the following three milestones in just about three years:
Partnered with a MD of MUSINSA, who truly loves the brand, GLOWNY achieved ‘300 million KRW in sales’ within 4 hours
On January 31, 2023, GLOWNY, having been with MUSINSA for not even over 6 months, decided to participate in MUSINSA LIVE. The decision stemmed from the MUSINSA MD, who was already a ‘Glowner(a term for GLOWNY fandom)’ even before its partnership with MUSINSA. However, neither CEO Choi Jae-in nor the MD could accurately predict the impact of this live broadcast.
GLOWNY achieved huge success! The Classic line showcased during the live broadcast generated KRW 400 million in sales in just four hours. After the broadcast, related products rose in the ranking of MUSINSA's store, leading to subsequent sales, and many new customers got to know GLOWNY through this broadcast.
Interestingly, the Classic Line sparked internal debates within GLOWNY due to its challenge in revealing the brand’s identity. The sales volume achieved during MUSINSA LIVE became a benchmark for future production plans.
The true measure of success can only be known once it is released into the market! This case is a good example of synergy between GLOWNY's pioneering spirit and the thoughtful suggestion of the MD who suggested the live broadcast.
The Key is Expanding Infinite Touchpoints:
Future Glowners can be everywhere: on YouTube, on the streets, and even in Tokyo.
Throughout 2023, GLOWNY and MUSINSA engaged in various collaborations. In March, a member of global ambassador Newjeans wore GLOWNY products and filmed content for MUSINSA TV. In November of the same year, GLOWNY was showcased at a pop-up store at Osaka Hankyu Department Store operated by MUSINSA. In February of this year, they joined a 24 FW MUSINSA showroom at Tokyo, meeting new buyers in Japan. Additionally, GLOWNY expanded its presence by joining offline stores such as MUSINSA Hongdae and MUSINSA Daegu, further increasing engagement with offline customers.
Lastly, we unveil the GLOWNY's smart use of MUSINSA from MUSINSA MD.
🆅 3 Ways of utilizing MUSINSA for GLOWNY
· Established sales strategies based on MUSINSA’s internal data to enhance the performance of well-selling products
· Predicted and decided appropriate production quantities based on MUSINSA sales and expanded the range of items.
· Diversified product exposure through contents and special promotions, attracting new MZ customers of MUSINSA who were not initially Glowner.
👀 If you want to dig in GLOWNY,