29CM's biggest discount event of the year, "29 WEEK," run by Musinsa, set an all-time 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, and about 2 million items were sold during the event period. On a per-minute basis, about 126 items were sold. Average daily active users (DAU) rose 20% from a year earlier.
29CM said the success came from expanding participation by brands with strong customer preference and running promotions centered on exclusive and limited-edition products. Earlier-than-usual heat this year also boosted demand in summer fashion and home categories, supporting the increase in the transaction amount.
The women's fashion institutional sector transaction amount rose more than 26% from last year's event. "One Brand Day," which spotlights a single brand, and "Encore Onboarding," which offers discounts on major brand products, led the results. Designer brand Luvre 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 "Insta360×Hello Kitty" and "Bose×fragment" editions sold out in 1 minute and 4 minutes, respectively, after sales began.
The transaction amount through the live commerce content "29 LIVE" also increased 80% from last year's event. Readvolt, a travel bag brand that joined the broadcast for vacation season, recorded 300 million won in transaction amount within one hour of the live show.
A 29CM official said, "It's the result of proposing products and benefits that match customer demand," adding, "We plan to use this success as a springboard to strengthen our curation platform competitiveness for women customers in their 20s and 30s across fashion and lifestyle."
Meanwhile, Musinsa is holding an integrated online-offline discount event, "Musinsa Mujinjang," at Musinsa Store from the 14th through the 24th. Mujinjang is Musinsa's biggest first-half discount event and marks its 5th anniversary this year.