A Study on the Selective Criteria and Information Soruce of Imported Apparel Brand

해외의류상표 도입시 선택기준과 정보탐색 행동

  • 권영아 (코오롱패션산업연구원 패션머천다이징과)
  • Published : 1999.09.01

Abstract

This study examined 1) retail buyer's reasons for buying imported apparel and brand license business and 2) types of information sources which they searched for the businesses 3) types of product/vendor selective criteria Seventy subjects of one hundred samples responded. They were designers merchandisers of apparel companies and buyers of department stores. The results of empirical studies were summarized as follows: 1) Buyers & merchandisers recognized domestic market responses as the most important information source for selecting foreign brand. The critical problem of buying and brand license was deficiency of professionals in fashion retail 2) Buyers & merchandisers primarily recognized brand identity and exclusive style of the product when selecting puoduct or vendor. 3) Buyers & merchandisers primarily recognized return policy and good delivery of the vendor when selecting vendor 4). There were relationships among incormation sources selective criteria of product/vendor and buyer's characteristics.

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