Musinsa, the fashion platform, is stepping up its response to allegations that some brands relabeled products and sold them as their own. The company also plans to roll out an AI-powered product inspection system.
On March 11, Musinsa said in its newsroom that it will take stronger action to protect customers if it confirms brands have been swapping product tags. The announcement follows online posts and customer complaints alleging some sellers swapped tags and sold items they didn’t actually make.
Musinsa has opened an investigation under its safe-transaction policy. It's conducting fact-finding with the brands involved and says it may terminate vendor contracts or take other measures if it finds policy breaches or evidence of consumer deception.
Musinsa noted that as a marketplace intermediary it can’t always require pre-shipment inspections, since brands often ship directly to customers. Still, the company plans technical and procedural fixes to rebuild trust in the platform.
First up is an AI-driven online inspection system designed to spot lookalike products. Once launched, it will screen and monitor more than 1.2 million listings currently sold on the platform.
If the system flags a product, Musinsa will ask the seller for an explanation. Confirmed violations could lead to pulled listings and other penalties.
The platform also says it may bar sellers from Musinsa—and partner sites like 29CM—if they falsely labeled goods as self-produced. In cases of significant consumer harm, Musinsa could pursue legal action, including criminal charges.
A Musinsa spokesperson said, “We’ll keep tightening policies and beefing up tech to boost transparency across the fashion ecosystem.”
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