A Study on the Collection and Utilization of Information by Wedding Dress Shops in Seoul

The purpose of the study was to explore the information activities of wedding dress shops and how companies' characteristics (the number of business year and the location of shops) and information users'characteristics (the year of career) influenced on utilization of information (fashion information, market information and internal information). In addition, the study was to investigate ratings of the importance of the competitive means. The questionnaire was revised by the researchers on the base of preceding research studies after interviewing wedding dress industry workers and performing a pilot survey. The total l10 copies were distributed to the workers of the wedding shops located in the city of seoul. Fifty six copies from the shops in Kangnam area were returned, and 38 copies at Kangbuk area. For statistical analysis, one-way ANOVA and Duncan's tests were used. The results from the study are follow. 1. The heavily utilized fashion information was collected from international and domestic wedding magazine by the respondents for their merchandise and design planning. 2. According to the companies'characteristics (the number of business year and the location of shop), the 50∼10 year-old companies collected fashion information from international fashion shows, domestic wedding/fashion magazine reporters, and utilized sales data as internal information sources than any other companies. The shops in Kangnam area used international fashion information and market information on popular/unpopular goods more than other shops. 3. According to information users'characteristics (the year of career), the 3-5 year-experienced workers utilized domestic fabric converters as an information source, lists of popular/unpopular goods as well as future forecasting information as internal information more any other workers. 4. Dress design, fabrics and customer service before wedding were considered as very important competitive power by wedding shop workers.

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