SEOUL, May 20 (AJP) - Korean fashion brand Musinsa Standard reported a sharp rise in sales from foreign customers at its Seoul stores, following the rollout of services tailored to international tourists.
According to the company, Tuesday, the Hannam branch saw foreign customer sales increase more than threefold in April compared to February, when the new services were introduced.
Across five major locations — Gangnam, Myeongdong, Seongsu, Hannam, and Hongdae — sales to international customers jumped by more than 160 percent during the same period.
The surge comes as Musinsa Standard ramps up efforts to accommodate growing numbers of foreign shoppers.
The company has implemented multilingual announcements, foreign language brochures, luggage storage, and on-site tax refund services. Several stores also feature unmanned currency exchange machines.
Foreign customers now account for roughly half of all sales at the five flagship stores, with the Myeongdong location reporting nearly 60 percent of sales attributed to international visitors.
In late March, the Hannam branch introduced dedicated luggage storage and installed a self-service currency exchange kiosk, additions the company credits for the location’s significant growth in foreign sales.
A Musinsa Standard spokesperson noted that the immediate tax refund service — allowing shoppers to receive refunds at the point of purchase rather than at the airport — has drawn the most positive feedback.
“The immediate refund service that allows customers to receive tax refunds directly at the store where they shop, without having to go through separate procedures at airports, has the best response,” the official said.
reporter
Candice Kim
candicekim1121@ajupress.com
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