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분야
docExpansion of unisex casual market
Decline tendency of Brand name in casual apparel market
2. 3C analysis
1) Company
2) Competitors
3) Consumer
3. STP analysis
1) Segmentation
2) Targeting
3) Positioning
4. 4P analysis
1) Product
2) Place (Distribution)
3) Promotion
4) Price
5. Evaluation & Recommendation
Appendix I - Interview script
Appendix II - Figures and Tables
Appendix III - Survey Paper
Expansion of unisex casual market
Recently, another trait of the unisex casual is that the average age of the consumer becomes high. It is generally believed that only teens look like unisex style. But, to our surprise, career women and young people (below 10 years old) are joining new fashion mode destroying formal styles. This phenomenon is being accelerated because people related to advertising business and venture business pursuing more free style are continuously increasing. In these days age, life style, and sexual differences have become meaningless because people who stick to their own style increased in numbers. It is an old event that unisex products which don't make distinction of sex were introduced to market. The 1970's unisex style had won popularity before.
But, recent unisex style differs from previous unisex style. In the 1970's unisex fashion, women showed off woman power wearing clothes of men's style. But after the 1970s, X generation and N generation wanted to be free about sex and age and were indifferent to their own identity.
Samsung fashion institute recently announced that key words of the year in fashion market are gapitalism(gap+capitalism) of consumption, convergence & collaboration, diversification of the global fashion landing, evolution of the fashion distribution, arrival of the new consumer, etc.
It is expected that gapitalism of consumption will give rise to a storm of discriminative consumption of luxuries and rational consumption of low price products and convergence &collaboration will bring about disruption of the industry border, hybrid business, and area expansion of creative director.
It is estimated that diversification of the global fashion landing will increase import brands in the field of luxury and fast market and accelerate multi channel strategy through evolution of fashion distribution and segmentation of select shop.
2. www.unqlo.co.jp
3. 나기노 준죠(2001), 유니크로 방식, 우물이 있는 집
4. 브랜드 메이져(2004), GLOBAL BRAND, 새로운 사람들
5. Annual report of fast retailing 2007
6. 삼성패션연구소 패션기획(2000.10.06) 「해외 전문가 초청세미나-일본 신유통 유니크로」
