Browse > Article
http://dx.doi.org/10.29049/rjcc.2021.29.6.865

Job competencies required for a sales training program in fashion shop  

Kim, Jie Yurn (Dept. of Fashion Design, Honam University)
Publication Information
The Research Journal of the Costume Culture / v.29, no.6, 2021 , pp. 865-880 More about this Journal
Abstract
The purpose of this study was to examine job competencies for sales training program development to maximize profits in fashion retailing. An empirical online survey was conducted from September to December 2019, and data was collected from 200 salespeople and store managers working in fashion stores. Results were analyzed using frequency analysis, factor analysis, variance analysis, and regression analysis with SPSS 25.0. The major findings of this study were as follows. First, the most important job competencies identified by fashion store managers were: sales sense know-how, customer service skills, and sales person's fashion style sense, product knowledge, fashion marketing and customer management. The job competency factors for sales training programs included empathy with the customer, product knowledge, communications and networking, basic job requirement, and sales skills. These five factors positively influenced the employment intentions and expectations of work performance of graduates. These factors also had a positive influence on the need of sales training program and intention to participate in retraining. Store managers in fashion retail thought the most appropriate period for on-the-job training was either 2-4 days or more than 1 week. The results of this study can be used as a base to develop training programs for job efficiency for salespeople in fashion retailing.
Keywords
fashion retailing; field training; job competency; salesperson; training program;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
연도 인용수 순위
1 Kim, J. Y., & Yim, L. (2020). A case study of the education and training for job creation based on the local fashion industry-In Seogu Gwangju central city-. The Research Journal of the Costume Culture, 28(4), 527-543. doi:10.29049/rjcc.2020.28.4.527   DOI
2 Oh, H., & Kim, J. (2019). A study on training program for shopmaster in fashion retailing. Journal of the Korean Society of Costume, 69(6), 95-112. doi:10.7233/jksc.2019.69.6.095   DOI
3 Woo, J. Y., & Lee, J. H. (2021). Strategic analysis of digital native fashion brand from story scaping perspective. Journal of Fashion Design, 21(2), 37-55. doi:10.18652/2021.21.2.3   DOI
4 Choi, S. H., Yang, S. J., & Kim, H. J. (2016). The Influence of salespeople's verbal & non-verbal communication on the consumer buying behavior in selling point. Journal of Consumer Studies, 27(5), 1-32.
5 Kim, Y. S., & Kim, J. B. (2018). The influence of apparel shopping orientation on shopping value: The moderating effect of a salesperson's ability. Journal of Distribution and Management Research, 21(3), 93-104. doi:10.17961/jdmr.21.3.201806.93   DOI
6 Lee, C. Y. (2014). Fashion brand shopmaster core job competency analysis. Unpublished doctoral dissertation, Chung-Ang University, Seoul, Korea.
7 Lee, J., Lee, Y., & Noh, H. (2018). Development of a shop manager training program for vocational education high school students. Journal of Korea Society of Clothing and Textiles, 42(4), 599-611. doi:10.5850/JKSCT.2018.42.4.599   DOI
8 Lee, K., & Chung, M. (2014). The effects of fashion product salesperson's emotional dissonance and emotional intelligence on social behaviors -Focused on the salesperson at the department store-. The Research Journal of the Costume Culture, 22(5), 794-808.   DOI
9 Lee, S., & Park, H. (2018). A study on the performance of educational fashion training program for employed learners: Moderating effects of self-efficacy and job engagement. Fashion & Textile Research Journal, 20(5), 520-532. doi:10.5805/SFTI.2018.20.5.520   DOI
10 Park, H. (2014). University lifelong education for the fashion company employees. The Research Journal of the Costume Culture, 22(1), 55-72. doi:10.7741/rjcc.2014.11.1.055   DOI
11 Seo, M. J., & Jun, D. (2018). A study of consumers' responses to the attributes of salespeople in fashion retail stores. Fashion & Textile Research Journal, 20(5), 509-519. doi:10.5805/SFTI.2018.20.5.509   DOI
12 Ulaga, W., & Kohli, A. K. (2018). The role of a solutions salesperson: Reducing uncertainty and fostering adaptiveness. Industrial Marketing Management, 69, 161-168. doi:10.1016/j.indmarman.2017.11.008   DOI
13 Yi, H., & Jung, Y. S. (2018). A study on the job demand factors affecting sales performance of department stores salespeople: Moderating effect of job resources. Korean Management Consulting Review, 18(2), 1-11.
14 Jang, B. C. (2021, June 30). 美, 의류 리세일 시장 '향후 5년간 두 배 성장' [America, clothing resale market-double growth the next 5 years]. Apparel News. Retrieved July 20, 2021, from http://www.apparelnews.co.kr/news/news_view/?idx=191212&cat=CAT160
15 Kang, J. A., & Lee, Y. J. (2012). A qualitative study on factor related to achievement motivation of beauty industry professionals. The Journal of the Costume Culture, 20(4), 535-548. doi:10.7741/rjcc.2012.20.4.535   DOI
16 Kim, E. G., & Jun, J. G. (2020). A comparative study on sales competency of online and offline sales-people. Proceeding of the 2020 Spring Convention of Korea Distribution Association, 6.
17 Kim, J., & Oh, H. J. (2019). A grounded theory study on the growth process as a fashion brand manager. Journal of the Korean Society of Clothing and Textiles, 43(5), 649-665. doi:10.5850/JKSCT.2019.43.5.649   DOI
18 Lee, S., & Kim, G. (2012). The qualitative study on the emotional labor of fashion sales personnel-Focused on fast fashion sales personnel-. Journal of the Korean Society of Clothing and Textiles, 36(5), 534-548. doi:10.5850/JKSCT.2012.36.5.534   DOI
19 Kim, Y. J., Lee, Y. R., & Kim, B. R. (2014). Impact of salespersons and other customers in a fashion store: Focus on physical attractiveness and selfimage congruence. Journal of the Korean Society of Clothing and Textiles, 38(6), 783-795. doi:10.5850/JKSCT.2014.38.6.783   DOI
20 Lee, J., & Hwang, S. (2018). A qualitative study on the role of shop master in multi-channel retail context. Journal of Fashion Business, 22(5), 83-95. doi:10.12940/jfb.2018.22.5.83   DOI
21 Son, T. (2013). Fashion shop managers' perceptions of on the job training. Unpublished master's thesis, Dongduk Women's University, Seoul, Korea.
22 Yang, E. (2019). Expanding physical stores of online-based fashion retail. Unpublished master's thesis, Seoul National University, Seoul, Korea.
23 Ban, J. (2021, November 12). 위드 코로나 시대 온라인은요? 외연 확장하며 되레 오프라인과 경쟁 [What about online in the era with COVID-19? Competing with off-line by expanding online's boundary]. Maeil Economy. Retrieved November 12, 2021, from https://www.mk.co.kr/news/economy/view/2021/11/1068858/
24 Choi, K. W., & Park, K. H. (2012). The effects of the personality traits and customer orientation on job satisfaction and job performance -Focused on female apparel salespeople in department stores-. Journal of the Korean Society of Clothing and Textiles, 36(9), 979-990. doi:10.5850/JKSCT.2012.36.9.979   DOI
25 Kim, H. S., & Choo, H. J. (2017). Workplace clothing norm and aesthetic labor of fashion store's salesperson. Journal of The Korean Society Design Culture, 23(4), 247-259.   DOI
26 Yurchisin, J., & Darmhorst, M. L. (2009). An investigation of salesperson appearance and organizational identification. Journal of Fashion Marketing and Management, 13(3), 458-470. doi:10.1108/13612020910974555   DOI
27 Kim, H. M. (2021, May 25). 충북여성인력개발센터 '일자리 창출' 초빙 교육 [Chungbuk women's human resources development center job creation' invitation education]. Joongbu Maeil. Retrieved June 20, 2021, from http://www.jbnews.com/news/articleView.html?idxno=1340571
28 Oh, H. M. (2018, August 10). 호남대 패션일자리사업단, '패션샵마스터 아카데미 1기' 수료식 [Fashion job project team in Honam university, fashion shopmaster academy graduation ceremony]. Daehaknews. Retrieved June, 15, 2020, from http://www.dhnews.co.kr/news/articleView.html?idxno=84360
29 Aggarwal, P., Castleberry, S. B., Ridnour, R., & Shepherd, C. D. (2015). Salesperson empathy and listening: Impact on relationship outcomes. Journal of Marketing Theory and Practice, 13(3), 16-31. doi:10.1080/10696679.2005.11658547   DOI
30 An, G. H., Hwang, S. J., & Jung, C. J. (2018). Fashion marketing (3rd ed.). Seoul: Suhaksa.
31 Grewal, R., Lilien, G. L., Bharadwaj, S., Jindal, P., Kayande, U., Lusch, R. F., & Spekman, R. (2015). Business-to-business buying: Challenges and opportunities. Customer Needs and Solutions, 2(3), 193-208. doi:10.1007/s40547-015-0040-5   DOI
32 Chang, Y. S., & Jung, J. C. (2012). Salesperson competency research: Focusing on shopmaster. Journal of Industrial Economics and Business, 25(5), 3451-3480.
33 Choi, J. E., Lee, K. M., & Hwang, S. J. (2014). The effect of service education and empowerment for sales person of fashion companies on consumer orientation, job performance and job satisfaction. The Research of Journal of the Costume Culture, 22(1), 28-41. doi:10.7741/rjcc.2014.22.1.028   DOI
34 Choo, H. J., Kim, H. S., & Jun, D. G. (2010). The effect of salesperson's affectivity and the performance stressor on emotional labor at the department stores. Journal of Korea Society of Clothing and Textiles, 34(3), 411-423. doi:10.5850/JKSCT.2010.34.3.411   DOI
35 Hwang, B. H., & Rhee, Y. S. (2013). Influence of hanbok salesperson's attributes on relationship quality with customers and the behavioral intention. Journal of the Korean Society of Clothing and Textiles, 37(7), 907-921. doi:10.5850/JKSCT.2013.37.7.907   DOI
36 Kang, S. G. (2019, May 22). 경기도일자리재단, '매장관리 전문인력 양성' 교육 운영 [Gyeonggi-do job foundation operates 'training store management professional' education]. Maeil News. Retrieved January 10, 2021, from http://www.m-i.kr/news/articleView.html?idxno=605296
37 Jun, H. M., Jeong, J. C., & Park, M. J. (2017). Effects of learner's motivation on professional development in vocational education of clothing manufacturing. Journal of the Korea Fashion and Costume Design Association, 19(4), 75-91.
38 Jwa, S. H. (2021, June 30). 신세계사이먼, 제주관광대와 '샵마스터 양성과정' 운영 협약 [Shinsegae Simon and Jeju tourism university agree to operate the shop master training course]. Financial News. Retrieved June 3, 2021, from https://www.fnnews.com/news/202106031143579332
39 Kang, S., Yi, S., & Hur, W. (2021). The relationship between experienced customer show rooming behavior, salesperson creativity, and job performance: The moderating role of service script. Journal of Channel and Retailing, 26(2), 79-101.
40 Kim, E. J., Ahn, H. S., & Jang, S. Y. (2008). Shopmaster. Seoul: ShinhanM&B.
41 Kim, G. Y. (2021, June 8). 100일 맞은 더현대서울, 매출 터지며 백화점 10위권에 성큼 [The Hyundai Seoul, which marks its 100th days, is ranked 10th in the department store due to sales]. Mirae-biz. Retrieved July 20, 2021, from https://www.mirae-biz.com/news/articleView.html?idxno=70597
42 Kim, I. C., & Yu, J. H. (2012). Shop-masters' perception on the customer management -Focusing on the fashion brands at the department store-. Journal of Korean Society for the Scientific Study of Subjectivity, 24(24), 139-158.
43 Kim, J. S. (2019, July 19). 김포시-주네브케이, 패션샵마스터 양성사업 협약체결 [Gimpo city-Junneve K signed an agreement to train fashion shopmaster]. Korea Business News Agency. Retrieved January 21, 2021, from http://www.nspna.com/news/?mode=view&newsid=372624