Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Content Analysis of Success Factors for Fashion Brand Franchise Stores as Published in Fashion Magazine Articles

패션매체기사의 내용분석을 통한 패션브랜드 대리점의 성공요인 분석

  • Kim, Yongju (Dept. of Fashion Design, Hansung University) ;
  • Kim, Hyunsook (Dept. of Clothing and Textiles, Pai Chai University) ;
  • Yu, Haekyung (Dept. of Fashion Industry, University of Incheon)
  • 김용주 (한성대학교 패션디자인전공) ;
  • 김현숙 (배재대학교 의류패션학과) ;
  • 유혜경 (인천대학교 패션산업학과)
  • Received : 2012.05.24
  • Accepted : 2012.10.24
  • Published : 2012.12.31
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Abstract

The present study aimed to propose the competitive strategy to fashion brand franchise stores by analyzing articles regarding success stores as published in fashion magazines. A total of 91 articles were selected from three fashion magazines and content analysis was applied to extract major factors. Four types of trading areas and eight product types were compared by the major factors. As results, six major factors composing competitive strategy were analyzed such as personal selling, management of sales forces, promotion, customer relationship management, management of store space, and relationship with headquarter. Comparing competitive factors by the types of trading area, management of sales forces and personal selling were crucial for central district and for outlets/interchange district. On the other hand, personal selling and customer relationship management were important for local district while management of store space and personal selling were critical for tenants of the large discount store/shopping mall area. Comparing by product types, personal selling was the most important factor for all product types except young casualwear whereas the second important one was management of sales forces for adult casualwear, womenbbbs wear, and others. For menbbbs wear, sales promotion was the second important one whereas management of store space was the second crucial one for underwear and childrenbbbs clothing. Based on the present study result, it is proposed that competitive strategy of individual fashion brand franchise store should be differently developed because the characteristics of trading area and product type are different and in turn, customers benefit and competition might be different.

Keywords

References

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