Musinsa has moved to take tough action to root out so-called "tag switching (replacing product labels)" by brands on its platform.
Musinsa said through its official newsroom on the 11th that "to protect customers, we will immediately request explanations from companies suspected of brand product tag switching, and if unfair practices are revealed, we will take strong action, including immediately delisting all products."
This is a follow-up measure after allegations were raised through online communities and customer inquiries that some sellers on Musinsa sold products as if they were self-produced by merely replacing the tags of other companies' products, even though they were not directly made or commissioned by the sellers.
Musinsa launched an immediate investigation under its own "safe transaction policy." It is currently proceeding with an explanation process for the brands in question and said it will hold them strictly accountable, including terminating store contracts, if policy violations or customer deception are confirmed.
It is also building an online inspection system that uses artificial intelligence (AI) technology to determine similarity between products. As early as next month, it plans to conduct similarity reviews and continuous monitoring of more than 1.2 million products currently on sale.
In particular, Musinsa decided to apply a zero-tolerance principle by permanently restricting business across all platforms, including Musinsa and 29CM, if a seller that declared "self-produced" at the onboarding stage is found to have sold products through tag switching in the actual sales process. It also plans to consider legal action, including criminal complaints, if customer harm is significant.
A Musinsa official said, "It is our responsibility not to lean on the role of an e-commerce intermediary but to build an environment where customers can buy with confidence and a structure where onboarded brands can compete fairly without foul play," adding, "we will continue to do our utmost to enhance transparency in the fashion ecosystem through stronger policies and technological support."