“Platform’s Contribution to Brand Performance” Musinsa and Seoul National University Joint Research Published in Global Academic Journal

Professor Ho-Jung Choo’s Research Team at Seoul National University’s Department of Clothing Studies: “Musinsa effectively performs an incubating role”,

[Photo=Musinsa]

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‘[Digital Daily Reporter Yoo Cha-Li] Musinsa announced on the 28th that a research paper, which academically identifies the mechanism of mutual growth and coexistence with partnered brands, has been published in a prestigious international academic journal.’,
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“The paper published this time is a study on ‘Co-evolution between Vertical Fashion Platforms and Sellers,’ jointly conducted by Musinsa and Professor Ho-Jung Choo’s research team from the Department of Clothing Studies at Seoul National University, commissioned by the Korean Distribution Association (KODIA) in 2024.”,
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“This study is published in the ‘Asia Pacific Journal of Marketing and Logistics (APJML),’ an SSCI-level academic journal in the field of marketing and logistics. APJML is rated as one of the top authoritative journals in the business and marketing field, ranking within the top 25% (Q1) and recording an Impact Factor of 5.1.”,
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‘The paper analyzed the impact of the platform’s capabilities on the actual performance and asset formation of over 500 fashion brands listed on Musinsa.’,
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“According to the research results, the general capabilities of the platform (such as operation and system integration) contribute to short-term achievements like increased sales. In contrast, the ‘fashion leadership capabilities,’ represented by aesthetics, exclusivity, and personalization, are identified as key drivers in enhancing the long-term asset value of brands and solidifying the platform’s reputation.”,
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‘Notably, newly established brands with shorter histories and smaller scales show more pronounced performance creation effects when actively utilizing the platform’s fashion leadership, proving that Musinsa effectively performs an incubating role in the fashion ecosystem.’,
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‘Professor Ho-Jung Choo from the Department of Clothing Studies at Seoul National University, who led the study, stated, “This research is significant as it proves the platform’s fashion expertise is a practical engine in enhancing the value of the partnered brands. Musinsa’s fashion leadership relies on the innovation generated by the listed brands, confirming the genuine symbiotic relationship between the platform and brands and their contribution to the growth of the Korean fashion ecosystem.”‘,
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‘A representative from Musinsa added, “This research academically confirms the virtuous cycle structure in which the growth of partnered brands directly connects to the platform’s competitiveness. We plan to refine our data-driven co-growth strategy so that brands can develop fan bases and build autonomy based on their unique identities, going beyond just being a transactional platform.”‘,
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