29CM, operated by Musinsa, said its biggest annual discount event, "29 WEEK," posted its best results on record.
29CM said on the 15th that 29 WEEK, held for 10 days from the 1st to the 11th of this month, recorded a cumulative transaction amount of 122.5 billion won. That is about a 30% increase from the first-half event last year, with about 2 million products sold during the period. Converted per minute, about 126 items were sold. Average daily active users (DAU) rose 20% from a year earlier.
29CM said the event's success was driven by expanding participation from brands with high customer preference and running promotions focused on exclusive and limited-edition products. On top of that, earlier-than-usual heat boosted demand in the summer fashion and home categories, supporting the increase in the transaction amount.
In the women's fashion institutional sector, the transaction amount increased more than 26% from last year's event. "One Brand Day," which spotlighted individual brands, and "Encore Entry Fair," which offered discounts on key brand products, led the results. Designer brand Lemaire recorded more than 1.4 billion won in transaction amount during the event.
The home category also showed growth. Global brands such as De Buyer and Artemide, as well as domestic home brands such as Bacci and Alabaster, drove sales expansion. Limited-edition digital devices, the "Insta360×Hello Kitty" and "Bang & Olufsen×Fragment" editions, sold out in 1 minute and 4 minutes, respectively, after sales began.
The transaction amount through the live commerce content "29 LIVE" increased 80% from last year's event. Ridevolt, a travel luggage brand that joined the broadcast for the vacation season, recorded 300 million won in transaction amount within one hour of going live.
A 29CM official said, "It is the result of proposing products and benefits that match customer demand," adding, "We plan to use this success as a springboard to strengthen our competitiveness as a curation platform for women in their 20s and 30s across fashion and lifestyle."
Meanwhile, Musinsa is holding an integrated online-offline discount event, "Musinsa Mujinjange," at Musinsa Store from the 14th through the 24th. Mujinjange is Musinsa's biggest first-half discount event and marks its fifth anniversary this year.