A Study of the Strategy for Fashion Business to get over Depression - Centered on Merchandising and Cost Reduction after IMF Controlling -

불황기(不況期) 극복(克服)을 위한 의류업체(衣類業體)의 전략(戰略)에 관(關)한 연구(硏究) - IMF 이후(以後)의 상품기획(商品企劃)과 원가절감(原價節減)을 중심(中心)으로 -

This study is regards to merchandising in terms of paradigm shift on marketing and cost reduction. All research was done to trace the change of customer's purchasing trend taking examples through two of major women fashion brand, Katharine Hamnett and Cynthia Rowley since Korea has been in IMF controlling. The conclusion is as following; 1. After IMF controlling, young character casual and middle-low priced unisex mode have mainly been in '98 fashion trend. On item terms, cross coordination with reasonable prices was formed as main stream. 2. Shortened production lead-time made it possible to reduce its cost. Also new types of fashion business has been introduced to customers. 3. Speedy action are more emphasized through the benefits of simplified marketing channel and shortened payment terms. 4. It used to be a typical style to enjoy the high margin with an famous overseas brand paying license fee. Currently, the trend is extended to re-export to overseas for the licensed OEM goods.