감성과학 (Science of Emotion and Sensibility)

  • 제25권3호
  • /
  • Pages.91-106
  • /
  • 2022
  • /
  • 1226-8593(pISSN)
  • /
  • 2383-613X(eISSN)
한국감성과학회 (Korean Society for Emotion and Sensibility)
권호 표지
DOI QR코드

DOI QR Code

온라인 패션쇼핑몰의 성공적 창업에 대한 탐색적 사례연구: 소호쇼핑몰의 기업가적 과정을 중심으로

An Exploratory Case Study of a Successful Online Start-up Fashion Shopping Store: Focusing on the Entrepreneurial Process of a Soho Shopping Mall

  • 손미영 (한국방송통신대학교 생활과학부 의류패션학전공)
  • 투고 : 2022.08.16
  • 심사 : 2022.08.26
  • 발행 : 2022.09.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구에서는 온라인 패션시장에서 소호 패션쇼핑몰의 성공적 창업의 성장 과정을 알아보기 위해 현재 성공적으로 운영되고 있는 4개 소호 패션쇼핑몰을 대상으로 기업가 과정을 창업기회포착, 사업모델, 위기관리 및 사업성과 등 3개 단계로 구분하여 분석하였다. 사례연구의 결과는 다음과 같다. S사는 짧은 경력의 창업자가 패션감각과 기업가정신으로 전자상거래를 창업한, 가격경쟁력과 디자인력, 다양한 상품구색을 갖춘 캐주얼 쇼핑몰로 데이터 관리/분석, 유통채널 다각화를 통해 성장한 사례이다. B사는 짧은 경력의 창업자가 SNS 네트워크 역량과 기업가정신으로 제조업/전자상거래를 창업한, 아이템 경쟁력과 스타트업 특성을 갖춘 컨템포러리 쇼핑몰로 브랜드 정체성 확립, 시장 확장을 통해 성장한 사례이다. M사와 C사는 보다 긴 경력의 창업자가 브랜드 인지도가 있는 소호 패션쇼핑몰 사례이다. M사는 풍부한 경력과 디자인 정신의 창업자가 감성적/감각적 패션디자이너 브랜드를 창업하여 기업 지평을 넓히는 다양한 활동을 통해 성장하였고, C사는 디자인 역량과 기업가정신의 창업자가 감성 표현에 집중한 럭셔리 패션브랜드를 창업하여 적극적인 고객관리를 통한 브랜드인지도 및 매출 확보 등을 통해 성장한 사례이다. 본 연구 결과는 소호쇼핑몰 예비창업자나 창업과정의 교육 및 연구에서 기초자료로 활용될 수 있다.

This study targets four Soho fashion shopping malls that are operating successfully in the online fashion market. This study analyzed the entrepreneurship process by dividing it into three stages. The results of the case study are as follows. In the case of Company S, the founder, who had little work experience, started an e-commerce business with a sense of fashion and entrepreneurship. It is a contemporary, casual brand with competitive prices, design power, and diverse product assortment, and the business performance was achieved through data management and analysis and the diversification of distribution channels. In the case of Company B, the founder, who had little work experience, started a manufacturing and e-commerce business by leveraging their SNS network capabilities and entrepreneurial spirit. It is a contemporary fashion brand with product competitiveness of specific items and start-up characteristics, and performance was achieved through the establishment of brand identity and market expansion. Third, Company M and Company C are examples of Soho fashion shopping malls where the founders with more extensive work experience at the time of founding their respective start-ups focused on brand recognition as their core competitiveness. In the case of Company M, the apparel brand was launched with a wealth of experience and design spirit. It is a fashion designer brand that stands out for its sensibility, and the owner has achieved performance through various entrepreneurial activities that broaden the corporate horizon. Company C is a manufacturing and e-commerce brand that was started with design capabilities and an entrepreneurial spirit. It is a luxury fashion brand that focuses on emotional expression, and the outcomes, such as brand recognition and sales, were achieved through active customer management. The results of this study can be used as basic data in education for and research of Soho shopping malls and the prospective founders.

키워드

과제정보

이 논문은 2021년 한국방송통신대학교 학술연구비를 지원받아 수행된 연구임.

참고문헌

  1. Baek, S., Lee, S., & Chang, H. (2015). Exploratory research on the entrepreneurship and work experience: A comparative case study on the opportunity exploration, opportunity realization, risk management strategy. Asia Pacific Journal of Small Business, 37(2), 107-146.
  2. Chai, B. Y., Zhu, Y. X., & Choi, J. W. (2018). An empirical study on the effect of introvert and extrovert characteristics of online shopping mall on the consumer confidence: Focused on Chinese consumers involved in overseas direct purchasing. International Commerce and Information Review, 20(4), 49-76.
  3. Chaiy, S. I., & Kim, H. (2007). e-plugin: On-Line shopping venture's frustration and challenge. Korea Business Review, 11(1), 77-100.
  4. Cho, B. J. (1999). Case study methods application to entrepreneurship research and research questions development. Asia Pacific Journal of Small Business, 21(2), 139-159.
  5. Cho, D. (2007). Business Administration for the 21st Century(21세기를 위한 경영학). Seoul: Seoul Economic Management(서울경제경영).
  6. Choi, G. G. & Kim, H. K. (2013). A case study of the one-man start-up business: The han exprtience's start-up and M&A. Asia Pacific Journal of Samall Business, 35(1), 85-121.
  7. Go, J. M. (2021) Seo-Woo Jang, CEO of Byseowoo "I will show you the growth period of an engineering student as a fashion designer"(장서우 바이서우 대표 "공학도의 패션디자이너 성장기 보여 줄 것"). Etoday. Retrieved from https://www.etoday.co.kr/news/view/2063625
  8. Hoffman, D. L. & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Jouranl of Marketing, 60(3), 50-68. DOI: 10.1177/002224299606000304
  9. Jeong, J. S. (2021). Purchasing, delivery, and customer management all at once... The heyday of one-man entrepreneurship(사입.배송.고객관리까지 한번에...1인 창업 전성시대). Ktnews. Retrieved from https://www.ktnews.com/news/articleView.html?idxno=119954
  10. Jung, G. O. & Park, J. B. (2014). A theoretical and case study on the entrepreneurial corporative spin-off venture in Daejeon region. Regional Industry Review, 37(1), 73-100.
  11. Jung, Y. S. & Kim, H. J. (2019). Analysis of typology and competition of domestic online shopping: Focusing on Naver shopping. Journal of Distribution and Management Research, 22(1), 35-46. DOI:10.17961/jdmr.22.1.201902.35
  12. Kang, H. J. (2015). Qualitative case study on the design based start-ups. Design Convergence Study 14(6), 1-15.
  13. Kim, C. B. & Lee, S. H. (2017). A study on the influence of one-person company entrepreneurs capabilities on the performance of firms. Korean Journal of Business Administration, 30(8), 1387-1407.
  14. Kim, D. E. & Sung, C. S. (2017). An exploratory study on the moderated role of cognitive style in entrepreneurial process. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 12(4), 121-131. https://doi.org/10.16972/APJBVE.12.4.201708.121
  15. Kim, D. H. (2017). Expanding the domestic and overseas markets of 'Maison De Ines'('메종드이네스' 국내외판로 넓힌다). Apparelnews. Retrieved from http://m.apparelnews.co.kr/news/news_view/?idx=165604
  16. Kim, H. (2007). A study on the promotion strategy for internet fashion soho shopping mall. Journal of the Korean Fashion & Costume Design Association, 9(3), 59-73.
  17. Kim, J., Jin, J., Hyun, H., & Na, Y. (2017). Consumer response change according to the level of personalization of internet shopping mall. Korean Journal of the Science of Emotion & Sensibility, 20(2), 59-72. DOI: 10.14695/KJSOS.2017.20.2.59.
  18. Kim, J. & Na, Y. (2020). Online shopping: Satisfaction of return services and return reasons according to types of fashion shopping malls. Korean Journal of the Science of Emotion & Sensibility, 23(1), 3-16. DOI: 10.14695/KJSOS.2020.23.1.3
  19. Kim, S. W. (2022). Inhye Kim, CEO of Maison de Ines, "The Power of K-Fashion! Maison de Ines"(김인혜 메종 드 이네스 대표 "K-패션의 힘! 메종 드 이네스"). MONEYTODAY. Retrieved from https://news.mt.co.kr/mtview.php?no=2022060713437064938
  20. Kostat. (2017). Online Shopping Trend Survey(온라인쇼핑동향조사). Retrieved from https://kostat.go.kr/understand/info/infoqst/11/3/index.board?bmode=read&aSeq=161921
  21. Kwon, S. J., Cha, K. Y., & Chang, H. J. (2014). A study on the sustainable growth and innovation of EXR corporations: An exploratory case study. Asia Pacific Journal of Samall Business, 36(4), 73-99.
  22. Kwon, K. H., & Lee, C. W. (2008). Case study research on Korean SMEs: Meaning, process, and suggestions for future research, Asia Pacific Journal of Samall Business, 30(1), 141-163.
  23. Lee, A. N. (2018). 7 rules of success for NAVER shopping mall(네이버 쇼핑몰의 7가지 성공 법칙). News2Day. Retrieved from https://www.news2day.co.kr/article/20180613105435
  24. Lee, C . K. & Jeong, E. J. (2006). An empirical study on the success factors of a internet soho mall operation. The Journal of e-Business, 7(2), 113-136. Retrieved from https://www.fashionbiz.co.kr/article/view. asp?cate=7&sub_num=&idx=187000
  25. Lee, G. J. (2021). Fashion Soho Mall, survival strategy? 440,000 smart stores and social open markets heating up(패션 소호몰, 생존 전략은? 44만 스마트스토어와 소셜오픈마켓 가열~). FASHIONBIZ. Retrieved from https://www.fashionbiz.co.kr/article/view.asp?cate=7&sub_num=&idx=187000
  26. Lee, J., Lee, K., & Lee, S. (2021). A study on the supporting system for growth stage of startup. Asia Pacific Journal of Samall Business, 43(1), 165-186. https://doi.org/10.36491/APJSB.43.1.8
  27. Lee, J. H. (2021). Soho Mall, which has emerged as the center of e-commerce, raises its own competitiveness with its 'chatbot' service(이커머스 중심으로 떠오른 소호몰, '챗봇'서비스로 자체 경쟁력 높인다). magazine. hankyung. Retrieved from https://magazine.hankyung.com/job-joy/article/202106030076d
  28. Lee, J. S. & Kim, J. (2020). Start Up Small Businesses. Seoul: KNOUPRESS.
  29. Lee, M. G. & Kim, H. J. (2021). Analysis of the sales promotion strategy of online fashion shopping mall. Journal of Culture Product & Design, 64, 227-240. DOI: 10.18555/kicpd.2021.64.21
  30. Lee, S., Kim, Y., & Son, J. (2018). C ase study for entrepreneurial process of Korean young innovators. Asia Pacific Journal of Samall Business, 40(2), 55-90. https://doi.org/10.36491/APJSB.40.2.3
  31. Lee, Y. H. (2021). [2021 Korea Fashion Brand Awards] Designer Brand Division I Designer Inhye Kim of Maison de Ines([2021 Korea Fashion Brand Awards] 디자이너 브랜드 부문 I 메종드이네스 김인혜 디자이너). Ktnews. Retrieved from https://www.ktnews.com/news/articleView.html?idxno=118884
  32. Lee, Y. W. (2021). Brandy to nurture up-and- coming designers and brands(브랜디, 신진 디자이너.브랜드육성 나선다). MAEIL BUSINESS NEWSPAPER. Retrieved from https://www.mk.co.kr/news/business/view/2021/05/462851/
  33. Lim, B. & Yang, D. (2017). The marketing mix ability of online shopping mall founder an empirical study on the influence on the success of ounded: Focused on the moderating effect of entrepreneurship education. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 12(4), 73-84. https://doi.org/10.16972/APJBVE.12.4.201708.73
  34. Oh, H. J. (2018). A qualitative case study on the success of fashion retail start-up by young entrepreneurs. Journal of the Korean Society of Clothing and Textiles, 42(1), 133-147. https://doi.org/10.5850/JKSCT.2018.42.1.133
  35. Park, H. E. & Yoh, E. A. (2011). Effect of internet clothing soho mall attributes on attitude toward site and revisit intention: Focusing on the difference by on- and off-line clothing shopping dependence. Fashion & Textile Research Journal, 13(2), 234-241. https://doi.org/10.5805/KSCI.2011.13.2.234
  36. Yin, R. K. (1994). Case study research: Design and methods. 2nd editon. New York: Sage Publication.
  37. Sim, H. Y. (2009). Start an online mall with only 5 million won(500만원만 있으면 온라인몰 창업). The Digital Times. Retrieved from http://www.dt.co.kr/contents.html?article_no=2009062302010932727002&frommobile=1
  38. Sim, Y. H., Song, M. K., & Kim, S. K. (2018). Correlation analysis of firm performance by characteristics of founders in ICT field. Journal of Korea Technology Innovation Society, 21(2), 615-635.
  39. SOHO(소호). Information and Communication Terminology Dictionary(정보통신용어사전) from http://terms.tta.or.kr/dictionary/dictionaryView.do?word_seq=055970-1
  40. Son, M. Y. (2019). Study on success factors of startup with limited capital: focused on on-line fashion store. Journal of the Korean Society of Costume, 69(1), 109-126. DOI: 10.7233/jksc.2019.69.1.109
  41. Son, M. Y. (2021). An investigation into the online sales channels of small business fashion retailers on portal shopping and fashion shopping malls. Family and Environment Research, 59(4), 449-463. DOI:10.6115/fer.2021.032
  42. Son, M. Y., Kim, H., Y, N., & Lee, H. (2021). Fashion Start-Up(패션창업). Seoul: KNOUPRESS.
  43. Weon, J. H. & Jung, D. H. (2017). The effect on entrepreneurial characteristics of small business management performance, education. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 12(1), 111-121. https://doi.org/10.16972/APJBVE.12.1.201702.111
  44. Yoo, S. H. & Yoo, B. H. (2020). A proposal of start-up education program for designer. Journal of Cultural Product & Design, 63, 73-82. DOI: 10.18555/kicpd.2020.63.07