Women's designer brands are showing remarkable growth on 29CM, the fashion and lifestyle platform operated by Musinsa. The platform's curation and content-driven strategy targeting women aged 25 to 39 as core customers is yielding tangible results.
According to 29CM, brands "Orr" and "Parveng" each surpassed 1 billion won in transaction value shortly after launching their spring collections. Parveng, which debuted new products exclusively on 29CM on March 19, achieved 1 billion won in sales within 24 hours following its "29 Live" broadcast. The one-hour broadcast attracted approximately 20,000 cumulative viewers, with real-time chat activity reaching eight times the average of 12 live content sessions held last month.
Contemporary designer brand "Orr" also recorded 1 billion won in transaction value within four hours of its product launch—equivalent to 250 million won per hour. Sales exceeded 200 million won within the first five minutes. The new collection was released exclusively on 29CM ahead of the brand's own online store through a collaboration with the platform, driving early sales momentum.
Other women's designer brands on 29CM are also showing clear growth trajectories. "Somewhere Butter" saw its transaction value on the platform increase more than 54% year-over-year in 2024, while "Venuet" recorded growth exceeding 26% over the same period. 29CM explained that rising customer loyalty toward designer brands with distinct identities has created a recurring pattern of sales surging during initial product launches.
This growth aligns with 29CM's strategy of intensively strengthening its women's fashion business with women aged 25 to 39 as core customers since its acquisition by Musinsa in 2021. Analysts attribute the transaction growth to the platform's approach of collaborating with brands from product planning through content design and release methods to crystallize brand identity, while building sales strategies based on customer data.
A 29CM spokesperson said, "Our sales and marketing structure, which respects each brand's unique identity while precisely connecting with 29CM customers' preferences, is delivering positive results. We plan to continue strengthening our curation and content capabilities to help women's designer brands expand their fanbases and establish stable revenue foundations."