The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Strategies within Japanese Apparel Manufacturers

  • Received : 2012.04.23
  • Accepted : 2012.06.05
  • Published : 2012.06.30
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Abstract

Based upon a questionnaire survey, this research study focuses on the Japanese apparel manufacturers. The aim is to understand the characteristics that make up the marketing strategys of Japanese small to medium sized apparel manufacturers. The authors generate exploratory hypotheses, which are tested via statistical analysis of data obtained from a questionnaire survey. The hypotheses tested include, the relationships between "High Value Added" strategys and factors involved with manufacturing and marketing channels. High Value Added strategys relate to the manufacturers' competitive behaviors that create high and new value for their products. The results indicate that High Value Added strategys have positive relationships for domestic outsources, the number of outsources, use of directly operated shops and the orientation for sales in overseas markets.

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References

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