Female fashion brands with a feminine casual style are showing noticeable growth on the fashion and lifestyle platform 29CM, operated by Musinsa. The '29CM branding effect,' which maximizes the appeal of each brand by increasing its own content and offline touchpoints, has resulted in a surge of fandom customers for feminine casual brands.
According to 29CM on the 24th, the transaction amount of women's clothing and accessories brands with a feminine mood has more than doubled for the last two consecutive years. During this period, brands that exceeded an annual transaction amount of 5 billion won have continuously emerged, positioning feminine casual as a key category in the 29CM women’s fashion institutional sector.
Notable success stories include Rynina, Dfound, Floam, and Polnewa. In particular, Rynina and Dfound recorded over 5 billion won in transactions over the past year.
Dfound achieved the highest sales in the feminine casual category on 29CM last year. Dfound has showcased various content, including a three-minute short-form piece titled 'Brand Commentary' detailing the growth behind the brand in spring 2023, and 'Around Showroom,' which highlights the appeal of its offline space.
29CM's content sales strategy, emphasizing strong product quality and brand identity, has created synergy. The offline spaces operated by 29CM also contribute to increasing customer touchpoints for feminine casual brands. Rynina opened a pop-up store at the 29CM curation showroom in Seongsu-dong, Seoul, last March, generating over 1 billion won in sales within a month. The strategy that supports brands, which formed a fandom based online, to meet customers in offline settings has yielded results.
There is also noticeable sales growth through 'Igugallery,' a department store shop-in-shop location that attracts a high floating population of the 2539 generation.
The women's bag brand 'Polnewa,' which participated in the Igugallery Pangyo pop-up store last September, saw its annual transaction amount on 29CM increase by 4.5 times compared to the previous year.
The real-time live broadcasting program '29 Live' on 29CM is also an effective channel for fostering fandom for feminine casual brands. It has gained high popularity as it allows viewers to meet and interact with their favorite brands live.
'Orrune,' a designer brand, previewed new and limited items through 29 Live earlier this February, recording 1.5 billion won in transactions within just four hours. The brand is popular for wedding reception looks and guest outfits.
'Floam' also introduced new dress items in various fits, achieving significant transaction amounts in a single day. Industry insiders highly evaluate that 29CM is continuously producing brands with annual transaction amounts exceeding 5 billion won by strategically targeting the fandom of women in the 2539 age group.
In particular, it has been analyzed that 29CM is strengthening its leading position in the overall women's fashion market by introducing not only online emerging brands but also established brands focused on offline sales.
A 29CM official noted, 'Feminine casual brands that have formed fandom through collaboration on content, offline activities, and live broadcasts are achieving tangible sales results with 29CM's unique branding strategy.' They added, 'We plan to continue supporting brands in maximizing sales performance through strategic collaborations that reflect the refined tastes and consumer trends of women in the 2539 age group.'