"Buying Clothes and Cosmetics at a Convenience Store" GS25 Expands Collaboration with MUSINSA: Opening a New Chapter in Fashion and Beauty
GS25 and MUSINSA's collaboration is evolving into a new form, offering a diverse shopping experience to customers. Through this collaboration, the aim is to expand diverse consumer experiences at convenience stores by encompassing the beauty category beyond fashion.
Expansion of Fashion Collaboration Between GS25 and MUSINSA
GS25 continues to try new approaches in the fashion category through its collaboration with MUSINSA. With the full onset of summer, 'MUSINSA Standard Express''s new summer products are gaining attention. This lineup consists of five items: ▲Cool Standard T-shirts (2 types), ▲Nylon Banding Shorts, ▲Basketball Sweat Shorts, and ▲Boxer Fit Sweat Shorts. As a result of expanding the sales network from 3,000 stores to 5,000, there has been a consistent increase in sales. Notably, the sales growth rate more than doubled from June 5 to July 1 compared to after the launch (March 5), proving the hot response from consumers.
A New Wave in Beauty, Launch of 'Littlely WHIZZY'
Following fashion collaboration, GS25 has embarked on a new challenge in the beauty market. Together with MUSINSA, they introduced a dedicated beauty brand called 'Littlely WHIZZY', which is a second line of MUSINSA's young target beauty brand 'WHIZZY'. This brand emphasizes high quality and small quantities, offering lip and eyeshadow products at an accessible fixed price of 3,000 won. This lineup consists of seven products: ▲Bouncy Gloss (Melba Syrup, Peony Drizzle, Cherry Glaze, Fig Honey, Praline) 5 types and ▲Eyeshadow Duo (Flirty Blink, Tender Blink) 2 types, which are available at all GS25 stores across the country.
Strategic Alliance Enriching Consumer Experience
The collaboration between GS25 and MUSINSA goes beyond mere product sales, pursuing innovation in consumer experience. Ko Woong, MD of GS Retail Life Leisure Team, evaluates that > "strategic alliance succeeded in raising brand awareness and expanding customer inflow in the non-food category." GS25 intends to establish itself as a new consumer powerhouse by continuously offering differentiated products and strategies in various non-food categories beyond food. These efforts are laying the foundation for GS25 to grow into a lifestyle-leading platform, surpassing the limits of conventional convenience stores.
In Conclusion
Through its collaboration with MUSINSA, GS25 is expanding its role by offering diverse consumer experiences in both fashion and beauty fields. The expansion of fashion items and the introduction of the new beauty brand 'Littlely WHIZZY' demonstrate that GS25 is focusing on creating a more colorful consumer environment. These efforts are expected to bring a fresh breeze to the convenience store industry.
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