Browse > Article

A Study on the Marketing Strategy for Domestic Fashion Multi-shop dealt with Imported Products only(II) - Focusing on Distribution Strategy／Promotion Strategy -  

김승은 (동덕여자대학교 패션전문대학원)
김선화 (국립순천대학교 의류학과)
Publication Information
Journal of the Korean Society of Costume / v.54, no.4, 2004 , pp. 15-26 More about this Journal
Abstract
The study was done to provide domestic fashion multi-shops with basic Information about the distribution and the promotion strategies through an investigation the marketing strategies for domestic multi-shop dealt with imported product only. Data were collected from Interview with a buyer or a staff of marketing department of Domestic Fashion Multi-shop dealt with Imported Product only. The results were as follows： For the distribution strategies, these fashion multi-shops as chosen were all placed in department stores. Their distribution channels were diverse like road shop, shop in department store and shop under direct management of department store. In case of shop in department store, it was common that the shop paid a definite commission to the department store. But S shop was managed directly by a department store as an advanced buying system that department store bought and sold goods and held themselves responsible for overstock. For the promotion strategies, these fashion multi-shops didn't make a definite budget for advertising and publicity contrary to other one-brands. But they attached importance to visual merchandising (VMD) because they had to harmonized the concept of a shop with various brands. Also they concentrated on seasonal fashion show, management of their customers and personal sales.
Keywords
multi-shop; distribution strategy; promotion strategy; imported product;
Citations & Related Records
연도 인용수 순위
  • Reference
1 김나리 (2001). 퓨전시대의 멀티샵디자인특성에 관한 연구. 연세대학교 대학원 석사학위논문. pp. 8-35
2 Philip Kotler (1990). Marketing management(7th ed.). Prentice-Hall International Inc., p. 537
3 서영희 (2000). 국내 해외유명패션브랜드의 마케팅전략. 건국대학교 대학원 석사학위논문. pp. 12-59
4 이호정 (1987). 복식디자인. 교학연구사. pp. 318-332
5 안광호, 황선진, 정찬진 (1999). 패션마케팅. 수학사. p. 385
6 안광호, 황선진, 정찬진 (1999). 패션마케팅. 수학사. p. 395
7 설경미 (1999). 패션유통업체의 마케팅전략에 관한 연구. 건국대학교 대학원 석사학위논문. pp. 13-38
8 안광호, 황선진, 정찬진 (1999). 패션마케팅. 수학사. p. 397
9 임정아 (2002). 캐주얼 의류 브랜드 자산형성에 관한 연구-광고, 판촉, 유통집약도를 중심으로-. 숙명여자대학교 대학원 석사학위논문. p. 34
10 이호정 (2000). 의류상품학개론. 교학연구사. p. 69
11 Cutip, Scott M., Allen H., Center and Glen M. Broom (2000). Effective public relations. NJ: Prentice-Hall
12 나현정 (2003). 수입명품브랜드의 유통실태와 구매자의 태도 및 특성에 관한 연구. 서울여자대학교 대학원 석사학위논문. p. 4
13 Evelyn Grace (1978). Introduction to fashion merchandising. New Jersey: Englewood Cliff. p. 175
14 김현진 (1995). 유통시장개방에 따른 패선전문점의 대응방안에 관한 연구. 홍익대학교 산업미술대학원 석사학위논문. pp. 12-50
15 이혜나 (2003). Trendy select shop 다시 확산. Fashion Marketing. pp, 81-85
16 안광호, 황선진, 정찬진 (1999). 패션마케팅. 수학사. pp. 409-411
17 이호정 (2000). 의류상품학개론. 교학연구사. p. 69
18 오창호 (1999). 마케팅 커뮤니케이션. 석정. pp. 35-70
19 Philip Kotler (1990). Marketing management(7th ed.). Prentice-Hall International Inc.
20 안광호, 황선진, 정찬진 (1999). 패션마케팅. 수학사. pp. 478-484