1. Description of company/customer/competitor
A. Company Analysis
Commemorating its 30th anniversary in 2009, E-Land announced the launching of Korea’s first fastfashionbrand, SPAO. Short for “Specialty retailer of Private-label Apparel Original,” SPAO is located in the casual clothing line of E-Land’s fashion category.
a. Brand Concept
SPAO’s vision is to become the best SPA
Fastfashion is ..
SPA
(Specialty Store
Retailer of Private Label
Apparel)
.
.
.
.Global Fastfashionbrand
유럽, 아메리카에 매장 집중 중동, 남아메리카 아시아로 진출중
한국에서의 상황
국내 미런칭 브랜드 : Online 구매대행 사이트를 통한 활발한 판매
국내 런칭 브랜드: 성장추세
Quick Response (QR) system
& massive human resources
of 1,000 designers
Lack of advertisement,
physical stores mostly in
Gyunggi area
Customers’ increasing interest
in fastfashion
6 major fastfashionbrands’
strong position in Korea
Short turnover rates
- fresh designs everyday
Various clothing providing
- outerwear, innerwear, accessories, shoes & bags
brands face sluggish sales and busy terminating their businesses in Korea. Fashion industry expects the next year’s sales will decrease 4.5%.
② Flood of SPA brand
The current fashion market is experiencing a lot of difficulties in fashion forecasting due to consumers′ fast-changing lifestyle on fashion, changes in consumer behavior, and the segmentation of the fashion market. To cope w