Musinsa to select future fashion lineup based on customers' votes

A visitor to Musinsa's 2024 Fall/Winter season preview event at Hyundai Card's Vinyl & Plastic scans a QR code on a coat to vote for it on the company's app, Thursday. Courtesy of Musinsa

Musinsa, the country's online and offline platform for small and medium-sized fashion brands, has launched a season preview event to collect consumers' votes for their favorite items and decide which clothes to unveil in the coming fall and winter season, according to the company, Thursday.

The company on the same day kicked off a seven-day preview event in central Seoul with its 34 brands that are selling through the platform. Some 280 items of clothes and bags made by the country's local designers were displayed, each with a tag showing a QR code.

During the period, the company invites visitors to check out the items and vote for their favorites by visiting the company's smartphone app linked to the QR codes. The visitors are not limited by how many items they can vote for.

Once the votes are tallied and the most-anticipated items are shortlisted, the brands then start mass-producing them for the upcoming season.

"We encourage our local designers to be as creative as they want to be and not to fear challenges and experiments," a company official said. "And holding a season preview allows them some time to prepare for their creative works in advance. We also finance part of their works by covering costs incurred up to the time they come up with samples."

This year's Fall/Winter season presented by Musinsa is represented by six key phrases: hyper statements, lowkey classics, retro lux, leather remix, re:sartorial and glam & thin silhouette. During the preview at Hyundai Card's Vinyl & Plastic, each keyword showcased dozens of collection made by different brands.

The preview event comes as the company previously hosted its first-ever season preview event last September for this year's spring and summer season and garnered a significant amount of attention from consumers. The 70 items that drew the most votes from 28,000participants will be unveiled by the company this spring and summer.

"Season previews help us support our brands so that they can plan ahead by selecting key items and predicting the volume of demand," the official said.