The Research Journal of the Costume Culture (복식문화연구)
- Volume 16 Issue 4
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- Pages.646-660
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- 2008
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- 1226-0401(pISSN)
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- 2383-6334(eISSN)
An Exploratory Study on Strategic Alliances between Korean Small and Middle Fashion Companies and Korean-American Fashion Companies - Focused on Analysis of Marketing Strategies of Korean-American Fashion Companies in LA -
중소 의류 업체와 재미 한인 의류 업체의 전략적 제휴에 관한 탐색적 연구 - LA 한인 의류 업체의 마케팅 전략 분석을 중심으로 -
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Shin, Su-Yun
(Dept. of Clothing Science, Seoul Women's University) ;
- Kim, Min-Jung (Dept. of Clothing Science, Seoul Women's University)
- Published : 2008.08.31
Abstract
Korean export of fashion products to the U.S. has fallen off sharply after 2001. Now, Korean fashion companies have to develop higher value-added business. In the U.S., Korean-American fashion companies are taking a primary role in up-stream of the fashion industry. To cut the edge over the U.S. fashion companies, one of the solutions could be to build the business relationship with Korean fashion companies which reflect the recent trend rapidly and have high quality production. On this study, we investigated the marketing strategies of Korean-American fashion companies to seek to start business with Korean fashion companies and make suggestions for Korean fashion companies who want to enter into the U.S. market effectively. To analyze current situation of Korean export to the U.S. and the U.S. fashion industry, we considered various kinds of statistic data, publications and studies. And we performed in-depth interviews with 9 Korean-American fashion companies in LA from
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