Musinsa said on the 19th it opened the offline select shop "Musinsa Store Shanghai Anfu Road" on Anfu Road in Shanghai, China, and will ramp up efforts to expand contact points with local consumers. Musinsa Store Shanghai Anfu Road is set to serve as a hub accelerating the entry of domestic designer brands into China, acting as a bridge connecting K-fashion with Chinese consumers.
Musinsa plans to strengthen its position as Asia's leading designer fashion select shop through curation that reflects the lifestyle and consumer culture of young Chinese customers, while helping partner brands effectively raise local awareness.
Anfu Road is a street where "fashion people" and influencers gather, similar to Seongsu-dong in Korea, and is famous for its unique scenery harmonizing European-style architecture with plane tree-lined streets. With global brand flagship stores and high-sensitivity select shops clustered together, it is regarded as a key commercial district leading Shanghai's trends.
Musinsa Store Shanghai Anfu Road embodies Musinsa's China expansion strategy focused on localization. Utilizing three above-ground floors of a 100-year-old building, it spans 210 pyeong, and it preserved the building's history and identity while implementing Musinsa's curation capabilities throughout the space.
There are a total of 59 brands, consisting of 44 domestic fashion and accessory brands and 15 Chinese local and global sports brands. Centering on Korean fashion brands while showcasing Chinese brands together strengthens localization elements, allowing Chinese consumers to newly experience K-fashion within a familiar mix.
Musinsa Store Shanghai Anfu Road applies zoning centered on style and theme so that young Chinese consumers can explore brands more intuitively to suit their tastes. The first floor features a pop-up zone to continually run concept-based pop-up stores tailored to the season and trends. The second floor displays about 30 fashion brands carefully selected by Musinsa. The third floor has a separate "K-pop Zone" to draw visits from Chinese customers highly interested in K-pop.
A Musinsa official said, "We will coexist with local Chinese culture so that domestic designer brands and local consumers are naturally connected in major cities."