Musinsa said on Monday it opened the “Musinsa Standard Shanghai Xinliubai YOUNG” store on Hengshan Road in Shanghai's Xuhui district. It plans to target a major commercial area in southwest Shanghai.

Musinsa Standard has completed an opening on Hengshan Road after opening stores on Huaihai Road and East Nanjing Road, Shanghai's busiest streets. Musinsa plans to strengthen touchpoints with local customers based on what it described as completing a strategic offline map linking Shanghai's key consumption areas, and to expand its influence as a global fashion brand.

Xinliubai YOUNG, where the third store is located, is a complex shopping facility that opened with a concept of being a trendy social hub for young people and a family-friendly destination for all generations. It is near Xujiahui Station, where Shanghai Metro lines 1, 9 and 11 intersect, making it easily accessible.

The Musinsa Standard Shanghai Xinliubai store is a large store built across 3 floors with an area of about 1,322 square metres. It features a facade with a minimalist image on the building exterior and an extra-large media wall installed inside that runs through all 3 floors.

Musinsa plans to roll out localised marketing reflecting the lifestyles of young consumers in China. On April 29, its official opening day, it will hold a sales event for “Super Bags” that bundle popular Musinsa Standard products into packages. The company expects limited-quantity sales to boost both initial customer traffic and purchase conversions by targeting the consumption preferences of China's Generation Z, which it said values cost-effectiveness and practicality.

A Musinsa official said the third store opening was meaningful in that Musinsa Standard expanded offline touchpoints across Shanghai's major commercial districts. The official also said a skywalk linking nearby shopping malls is set to be built at Xinliubai YOUNG in the future, and will connect to the third floor of Musinsa Standard, drawing in more customers.