Fashion platform Musinsa said on Tuesday that a research paper analysing its shared-growth mechanism with brands on its platform was published in an international academic journal.

The study, titled "Co-evolution between a vertical fashion platform and sellers", was carried out jointly by Musinsa and a research team led by Professor Ho-jung Choo (추호정) of Seoul National University's Department of Clothing and Textiles, commissioned by the Korea Distribution Association. It was published in the marketing and logistics journal Asia Pacific Journal of Marketing and Logistics (APJML).

APJML is an SSCI-indexed journal and ranks in the top 25 percent (Q1) in the business and marketing field.

The research team analysed about 500 brands on Musinsa to assess how platform capabilities affect brand performance. Operational and system capabilities were linked to improved short-term sales. "Fashion leadership capabilities" such as aesthetics, exclusivity and personalisation were found to contribute to enhancing brands' long-term asset value.

The team explained that the effect on performance was more pronounced when newer brands used the platform's fashion leadership capabilities, confirming Musinsa's role in brand incubation.

Choo said, "We proved that the platform's fashion expertise is a driving force that increases the value of brands on the platform," adding, "We confirmed the symbiotic relationship between the platform and brands."

Musinsa said, "A virtuous cycle in which brand growth leads to platform competitiveness has been academically verified."