Issue Focus

Musinsa Standard Scales City Leisure Collection Based on Customer Demand

This article illustrates how a leading Korean fashion PB brand leverages customer feedback

to rapidly scale seasonal collections, a model global buyers can study to understand agile

product expansion in lifestyle and utility wear.

♦  From Capsule to Regular Collection Success

     • First launched as capsule collection in Sept 2023, City Leisure evolved into regular seasonal line due to

       high customer response

     • FW 2025 offers 28 items spanning fleece jackets, vests, windbreakers, light down, and heavy outerwear categories

♦  Utility-Focused Design Philosophy

     • Features functional details like pockets and drawstrings, blending urban and outdoor aesthetics for

       cross-environment styling

     • Introduces ripstop fabric down jackets and lightweight, heat-retaining fleece for  enhanced durability

       and performance

♦  Strategic Expansion of Popular Items

     • Bestselling ‘City Leisure Hooded Light Down Jacket’ expands from 4 to 13 color options for broader

       consumer appeal

     • New women-specific hooded light down jacket debuts this season, plus padded items grow from

       2 to 8 variants

♦  Showcase Campaign Highlights Versatility

     • Brand released lookbook showcasing diverse silhouettes and layered styling options for fall-winter

       utility wear

     • Emphasizes practical, minimalist aesthetic with wide styling adaptability across urban and outdoor contexts

Source

MaeilBusiness Newspaper. (2025. 9. 23)

https://www.mk.co.kr/en/business/11426722