Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Online Product Planning in a Fashion Brand -Focused on the Brand of Women's Clothing Run by the Company's Mall-

패션브랜드의 온라인 상품기획 -자사몰 운영의 여성복 브랜드를 중심으로-

  • Lee, Soojin (Dept. of Fashion Design & Marketing, Seoul Women's University) ;
  • Lee, Keumhee (Dept. of Fashion Design & Marketing, Seoul Women's University)
  • 이수진 (서울여자대학교 패션산업학과) ;
  • 이금희 (서울여자대학교 패션산업학과)
  • Received : 2020.06.12
  • Accepted : 2020.07.21
  • Published : 2020.07.30
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Abstract

The purpose of this study is to analyze examples of online fashion product planning of domestic fashion brands, to grasp the characteristics and step-by-step problems in product planning, and to suggest product planning methods. This study consists of a literature study and a case study. The results of th study are as follows. First, in the information analysis and product planning, product planning according to analysis and targeting of online consumers should be conducted separately from offline, and the proportion of online-only products should be expanded. Second, in the design planning and product development stages, it should be possible to secure the quantity through the pre-planning of fabrics, a to acquire the novelty of the material through the preemption of good fabrics and the pre-planning of colors to secure competitive design. Third, in the convention, a systematic review process involving company members and customer review teams should be conducted to ensure product quality and sales-ability Fourth, in the production stage, the production period must be to reduce cost. Fifth, differentiated services according to the characteristics of their products for each brand in the promotion and sales stages. Based on this analysis, a desirable approach online product planning should first run promotion phase, increasing pre-planning for the product, and organizing specialize work and manpower issues.

Keywords

References

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