Fashion, Low Price 낮은 가격에 만날 수 있는 명품 디자인
Fast Fashion 전략은 그 빠르기 안에 소비자들의 욕구를 자극시킬 수 있는 요소가 녹아있어야 하므로 가격경쟁력이 확보된 상태에서 디자이너들의 창의력과 시장조사자들의 트렌드를 읽어내는 힘이 필요하다.
2. Fast Fashion 의 장점
(1) 고객과의
products, there are convenience, shopping, specialty and unsought products. Pop-up stores promote the first three types of products.
① Convenience products
Companies that market convenience products, especially in food or drink industry use pop-up stores and Vitamin Water from Coca Cola drew huge attention by opening one.
② Shopping products
Fashion industry is enthusiastic towards pop-u
1. 사업 요약
요약 - 패션 업체로부터 브랜드 단위로 계약을 한 후 카탈로그를 공급 받는다. 고객들은 ARS를 이용해 자신이 원하는 카탈로그를 선택 할 수 있다. 고객이 카탈로그를 신청시 간단한 고객DB(연령, 지역, 성별)를 저장한다. 패션업체는 Fashion Net으로부터 두 가지 이득을 얻을 수 있다. 첫째, 카
fashion brand
Communication Objective – Brand Awareness
Focus on boosting brand awareness among all generation
Entry level: only 2 years since launching
Promotion Message – Local & Reasonable Brand
Low price and products customized for Korean people
Promotion Media
Advertisement on free newspapers or magazine displays
Special events with the celebrities as s
fashion category.
a. Brand Concept
SPAO’s vision is to become the best SPA brand globally. And the brand’s mission is to enhance the customers’ lives by providing them low-priced and high-quality products and the basic clothing line suitable for Koreans. The final goal of the company is to position itself as a national brand and the best fast fashion brand in Korea and to launch oversea
product.
2. Competitor & Collaborator: companies related to fashion, skin care, and/or fitness, operating in the Apgujeong-dong area.
1) Hyundai department store service
- Providing VVIP customers who visit the store with fashion advice service.
- People who are not in the VVIP membership cannot be provided these services.
2) Love Body (Nae-mom-ae-ja-yeon-in) (http://cafe.daum.net/love-bod
product’s quality more important than the brand name. Also, as customers’ preference on brand becomes more diverse, making products’ image positive and favorable gets more important to companies. In a nutshell, GIORDANO’s target consumers prefer quality to brand, and they purchase products on a plan rather than on impulse, at least in fashion.
③ Fashion tendency
GIORDANO targeted the
Fashion on Demand
집약된 trend를 바탕으로 소재와 원사를 대량 비축,매장 판매 동향에 따라 즉각 대응하는 기획과 생산 구조
소재중심형 QR
소재가 한정된 만큼 제품간 코디가 용이.
trend가 약간 가미된 베이직한 의류와 전형적인 캐주얼 코디
기본 컨셉
데일리 구매해 1주일 단위로 매장
Fashion 전략에 대한 Case Study를 하게 된 이유이다. 단 한번의 광고 없이 이 Fast Fashion전략을 가장 잘 활용하여 세계 곳곳에서 매출을 올리고 있는 Inditex의 의류브랜드 ‘ZARA’를 선택하게 되었다. 우리는 ZARA의 환경분석과 이를 토대로 한 SWOT분석을 가지고 주요 전략이 어떻게 활용되었는지를 살펴보고 POLC
Production- Factories in Asia
Reduces cost used to outsourcing and secure competitive advantage with superior technology and design.
Alpha Project: 73 designers in different fields and 12 professional in human engineering lead R&D of NIKE.
▷ Securing new customer base
▷ E-commerce outsourcing
▷ Gglobalization strategies of Nike (Securing the global supply chain)
3). Promotion