Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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An Exploratory Study for the Market of Seoul Collection -From the Collection Participant's Perspective-

서울컬렉션 시장부합 요소와 시장지향에 관한 탐색적 연구 -컬렉션 참가자들을 중심으로-

  • Han, Cha-Young (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Lee, Soo-Jin (Dept. of Fashion Design, Dongduk Women's University)
  • 한자영 (성균관대학교 의상학과) ;
  • 이수진 (동덕여자대학교 의상디자인학과)
  • Published : 2008.04.30
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Abstract

This study is to understand the current situation of the Seoul Collection and suggest market oriented strategies in order to establish a more effective fashion market. Three elements-time, form, and, place-were defined to analyse the dynamics of the collection and two factors-customer/competitor oriented information and information interaction among participants-were employed to evaluate the Seoul collection toward market orientation. The data were collected from the collection participants via an in-depth interview. The identified major market factors were: 1. Time-In order to create a desirable market, the opening time of the Seoul Collection needs to be rescheduled in accordance with the openings of other countries. Also the time must be suitable to the buyer's movement. 2. Product-Products which did not meet the needs of the market and their unrealistically high prices were two main factors that hindered sales. 3. Place-Although the place was a vital factor to the success of the collection, the facility was not fully a suitable location for buyers to place orders. Additionally, the analyzed data indicated the low market-oriented Seoul collection. Vital to elevating the Seoul Collection to meet the global standard, therefore, more practical research and merchandise planning should be arranged in advance.

Keywords

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