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http://dx.doi.org/10.5850/JKSCT.2019.43.5.649

A Grounded Theory Study on the Growth Process as a Fashion Brand Manager  

Kim, Jie-Yurn (Dept. of Fashion Design, Honam University)
Oh, Hyun Jeong (Division of Fashion & Jewelry Design, Gwangju University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.43, no.5, 2019 , pp. 649-665 More about this Journal
Abstract
This study presents a conceptual framework for the growth process as a manager based on data gathered from the sales experiences and careers of fashion brand managers. The study participants were seven managers with over 15 years of sales experience in a women's clothing brand in Gwangju. Data were collected through in-depth interviews from January 2018 to September 2018 and analyzed using open coding, axis coding, and selective coding according to Strauss and Corbin's grounded theory method. The study results are as follows. First, this study found six categories and 17 sub-categories based on the shop manager's sales experiences and careers. Second, we found the central job category as well as categories with causality, interaction, moderating and outcome relationships. Third, we developed a paradigm model that links the main phenomena, causal conditions, contextual conditions, intervening conditions, action/interaction strategies, and consequence categories. Fourth, the process of growing as a fashion brand manager was described by an integrated story.
Keywords
Fashion brand; Grounded theory; Shop manager; Sales experiences; Fashion career;
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Times Cited By KSCI : 5  (Citation Analysis)
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