SPAO is low price. The products of SPAO cost only 80-90% of its competitor UNIQLO.
d. Positioning
SPAO has decided to go for “Same-for-the-Less” positioning. The brand offers comparable quality with other fast fashion industries but at a lower price. SPAO communicates the products’ high quality through the usage of premium quality materials; and at the same time, it offers them at lower
fashion brands’
strong position in Korea
Short turnover rates
- fresh designs everyday
Various clothing providing
- outerwear, innerwear, accessories, shoes & bags
Marketing Communication Analysis
Target Audience – All Generation
A mass fashion brand
Communication Objective – Brand Awareness
Focus on boosting brand awareness among all generation
E
Ⅰ. 왕의 남자
1. 영화 선정 배경
‘왕의 남자’는 조선 연산군 일기 60권 22장의 기록을 바탕으로 조선 최초 궁중 광대들의 삶을 그린 연극 ‘이(爾)’ 를 원작으로 한 영화이다. 2005년 이 영화를 개봉했을 당시, 그 동안의 한국영화에서 두각을 나타내지 못했던 ‘사극’ 영화라는 점과 주인공 ‘공길
What is Eco fashion?
Ecology fashion
Sustainable fashion
Take into account the environment, the health of consumers and the working condition of people in the fashion industry
Characteristics of Eco Fashion
2.Organic Materals
Sustainable Materials
Healthy, Plant-based Dyes
Free Trade Practices
Giving Back to the Community
communication strategy which will be shown in the next page, it was quite evident that they don’t try to attract typical customers.
Also, the fact that Hermès is stubbornly sticking to the extremely traditional fashion style shows that they are not targeting middle money group whose behavior can fluctuate by the current fashion trend and other external factors.
3.3.2. How Hermè
communicate with numerous consumers more effectively than old fashioned 1:1 Q&A board. After SNS, consumer and company can take two-way communication. So consumer can treat company more friendly and closely. Company also shows their information and opinion as it is and frankly with SNS. For example, there is a case that smart-phone users in SNS demand service improvement to smart-phone maker. Con
fashion of the day. Then what kind of strategy do MNCs need to adopt? Our group suggests localization considering cultures of native countries as a best strategy for corporations doing international business; for that, ‘intercultural communication’ is indispensible.
II. Multinational Corporation
A multinational corporation (MNC) is a corporation that manages production or delivers service
한다. 위의 그림에서 볼 수 있듯이 본사는 고객의 욕구충족과 시간절약을 위하여 on-line과 off-line 모두에서, 그리고 쌍방향 communication을 통하여 고객만족 서비스를 지향 할 것이다. 이에 국내 최초의 3D 영상패션 기술의 개발과 도입으로 좀 더 고차원적인 수준에서의 객체 지향적 서비스를 준비 중 이다.
Korea Wave &Fashion Tourism
Myeonggdong
Dongdaemun
Korea wave style
Korea, in style
Direction of Fashion Tourism development
Where you get this information about clothing brand
Overpriced&unkind
¬ smooth communication
더 고차원적인 접근을 해볼 필요가 있다고 생각됨
Project
Stylist
‘자신감과 세련미’
도회적 아름다움
Fashionable
고급화 명품
Co-Branding
VAIO-PRADA
노트북 가방
Fashionable Item
유명연예인 론칭쇼 지원
명품이미지 활용
퍼블리시티활용
Buzz
Opinion Leader
Sony mania
VAIhOlic
움직이는 매체