Musinsa is launching a tough crackdown to stop so-called tag-switching—swapping product labels—to root out fraud by some of its partner brands.
On the 12th, Musinsa said in its official newsroom that it has unveiled a policy to tackle brand tag-switching. The move responds to allegations on online communities and customer inquiries that some sellers swapped only the tags on other companies' products and sold them as their own, even though they never made or commissioned the items.
Musinsa immediately opened an investigation under its Safe Transaction Policy. It is asking the brands under scrutiny to submit explanations and says it will hold anyone found responsible for policy violations or customer deception fully accountable — including terminating merchant agreements.
First, Musinsa is building an online screening system that uses artificial intelligence (AI) to assess product similarity. If the system is ready as early as next month, it will review and continuously monitor more than 1.2 million items currently for sale.
Musinsa will demand immediate explanations from companies suspected of tag-switching and will remove offending products if wrongdoing is confirmed. If a seller claimed an item was self-produced during onboarding but is caught selling another brand’s product after swapping tags, Musinsa will enforce a zero-tolerance rule and permanently ban the seller from all platforms, including Musinsa and 29CM. If customer harm is significant, the company may pursue legal action, including criminal charges.
“Our responsibility is to create an environment where customers can shop with confidence and where partner brands can compete fairly without cheating,” a Musinsa official said. “We’ll do everything we can to boost transparency in the fashion ecosystem through stronger policies and technical support.”
Reporter Hee-seok Yoon pioneer@etnews.com
