A Study on the Improving Measures of Private Brand Clothing Products in Domestic Department Stores

The purpose of this study is to present suggestions to improve the problems the domestic department stores face by analyzing and comparing the status of the development of PB which is absolutely critical for the specialized domestic department stores to survive, and to search for the future course which may lead to boosting sales and profit by developing the strategic PB products. Selected for this study were atotal of 20 PB's out of domestic as well s foreign PB's in the 4 big department stores. The data were analyzed with SAS package employed as per the by items frequency, percent, mean and standard deviation. From the above study, following viewpoints can be taken into account for the future development of PB ; First, the active will of the excutive is basically necessary for successful development of PB, by relying on long-term investment. Second, the existing mid or low-price goods should be in line with the mid or high price one's development for domestic merchandising with focus on middle or high class society. Third, the stock burden, biggest problem of PB, can be solved by discount policy at optimum prices and success rate of merchandising prediction.