This study aims at providing data for establishing a marketing strategy which can enhance the competitiveness of Korea domestic SPA(Specialty Store Retailer of Private Label Apparel) Brands by suggesting countermeasure strategy through the observation and analysis for SPA Brands, under the current c...
This study aims at providing data for establishing a marketing strategy which can enhance the competitiveness of Korea domestic SPA(Specialty Store Retailer of Private Label Apparel) Brands by suggesting countermeasure strategy through the observation and analysis for SPA Brands, under the current circumstance in which the systematic and scholastic discussion for the matter, is lack, despite the diastrophism in fashion industry is prospected according to the rapid growth of Global SPA Brands. For this purpose, the characteristic and current status of Global SPA Brands is examined, and the main cause of growth is analyzed by approaching to their marketing characteristic, in this study. In relation with this situation, this study suggests the provisions as below, which are drawn from the analysis on Global SPA Brands' marketing strategy, so that Korea domestic SPA Brands could achieve successive performance under fierce competition. First, to be a competitive SPA Brands a business should be able to supply products with frequent product turnover by an interval level of one week or so, the existent product planning by seasons, as a business obtains various swift informations on consumers' demand with R&D center foundation. Secondly, SPA Brands should establish a strategy that a business can create high net profit by inventory management which enables lowering inventory ratio remarkably, and a strategy for innovative product supply by small quantity batch production, along with founding a high technological logistics system. Third, SPA Brands should establish a strategy for primary cost reduction by overseas dispersed outsourcing in order to enable diverse product development and rational price setting. Fourth, fashion marketers should establish also a strategy for communication by which brand image can be delivered effectively, by firming the brand identity and by informing product characteristic and customer service totally, with the method of VMD and flagship store. Additionary, fashion marketers also should establish a strategy by developing mobile application which can provide brand image and diverse other fashion related information.
This study aims at providing data for establishing a marketing strategy which can enhance the competitiveness of Korea domestic SPA(Specialty Store Retailer of Private Label Apparel) Brands by suggesting countermeasure strategy through the observation and analysis for SPA Brands, under the current circumstance in which the systematic and scholastic discussion for the matter, is lack, despite the diastrophism in fashion industry is prospected according to the rapid growth of Global SPA Brands. For this purpose, the characteristic and current status of Global SPA Brands is examined, and the main cause of growth is analyzed by approaching to their marketing characteristic, in this study. In relation with this situation, this study suggests the provisions as below, which are drawn from the analysis on Global SPA Brands' marketing strategy, so that Korea domestic SPA Brands could achieve successive performance under fierce competition. First, to be a competitive SPA Brands a business should be able to supply products with frequent product turnover by an interval level of one week or so, the existent product planning by seasons, as a business obtains various swift informations on consumers' demand with R&D center foundation. Secondly, SPA Brands should establish a strategy that a business can create high net profit by inventory management which enables lowering inventory ratio remarkably, and a strategy for innovative product supply by small quantity batch production, along with founding a high technological logistics system. Third, SPA Brands should establish a strategy for primary cost reduction by overseas dispersed outsourcing in order to enable diverse product development and rational price setting. Fourth, fashion marketers should establish also a strategy for communication by which brand image can be delivered effectively, by firming the brand identity and by informing product characteristic and customer service totally, with the method of VMD and flagship store. Additionary, fashion marketers also should establish a strategy by developing mobile application which can provide brand image and diverse other fashion related information.
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문제 정의
What sold well last season is combined with the coming season’s big trends, colours and models. The aim is that the range should reflect what customers want at all times. The size of the stores, their location and whether it is a city store or a regional store also have a bearing on how the product range is distributed.
제안 방법
For this purpose, specifically, the characteristic and current status of Global SPA Brands is examined, and the main cause of growth is analyzed by approaching to their marketing characteristic, in this study. To grasp the characteristic and current status of Global SPA Brands, the structural characteristic in the view point of the form of the production and distribution system, is studied, the current status of Korea domestic market penetration of Global SPA Brands, and the progress of sales by year are analyzed, and further through this analysis the value and competitiveness of Global SPA Brands are discussed.
To grasp the characteristic and current status of Global SPA Brands, the structural characteristic in the view point of the form of the production and distribution system, is studied, the current status of Korea domestic market penetration of Global SPA Brands, and the progress of sales by year are analyzed, and further through this analysis the value and competitiveness of Global SPA Brands are discussed. In order to analyze the marketing strategy of SPA Brands, primarily, the study results of other researchers are examined, and among these results, the elements related to global marketing strategy, which can be applied to this study, are extracted. Subsequently, the marketing strategy of the representative Global SPA Brands are analyzed, taking the extracted global marketing related elements as the criteria.
In this study, for Global SPA Brands, which is a form of fast fashion, the current status of domestic market penetration and marketing strategy is analyzed.
대상 데이터
Its work is based on creativity, communication and an interest in the fashion world. Four collections are produced every year. Before designing, the designers research the trends, attend trade fairs within the sector, read specialist magazines, inform themselves of international fashion shows and travel in order to see how the fashion sector is evolving in the world.
이론/모형
The marketing strategy of Global SPA Brands, the cases of ZARA, MANGO, H&M, UNIQLO which own representative characteristics of Global SPA Brands, on the standardization strategy of product, price, distribution, and promotion.
성능/효과
Secondly, in accordance with this, SPA Brands should establish a strategy that a business can create high net profit by inventory management which enables lowering inventory ratio remarkably, and a strategy for innovative product supply by small quantity batch production, along with founding a system in which product planning, manufacture, logistics, distribution, sales are connected as one process using SLM, a high technological logistics system and POS information system. Third, SPA Brands should establish a strategy for primary cost reduction by overseas dispersed outsourcing in order to enable diverse product development and rational price setting. By overseas dispersed outsourcing, finding out competitive consignment enterprise for manufacture over numbered countries will be available, and establishing a strategy to counteract against problems which can occur in relation with international relation, becomes possible.
후속연구
Additionally this study also aims at providing data for establishing a marketing strategy which can enhance the competitiveness of Korea domestic SPA Brands by suggesting countermeasure strategy through the observation and analysis for SPA Brands, under the current circumstance in which the systematic and scholastic discussion for the matter, is lack, despite the diastrophism in fashion industry is prospected according to the rapid growth of Global SPA Brands.
Subsequently, the marketing strategy of the representative Global SPA Brands are analyzed, taking the extracted global marketing related elements as the criteria. This study intends to provide the momentum that the related subjects can establish countermeasure strategy to set up competitive Korea domestic SPA Brands and further, and grope necessary marketing strategy and structural measure to vitalize Korea domestic fashion industry, through this.
참고문헌 (28)
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