Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Qualitative Study on the Role of Shop Masters in Multi-channel Retail Context

멀티채널 유통브랜드의 샵마스터 역할에 대한 질적 연구

  • Lee, Jungjin (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Hwang, Sunjin (Dept. of Fashion Design, Sungkyunkwan University)
  • 이정진 (성균관대학교 의상학과) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2018.08.27
  • Accepted : 2018.11.13
  • Published : 2018.11.30
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Abstract

As the paradigm of fashion retail industry moves rapidly to the multi-channel, the role of shop master has changed as well. Therefore, the purpose of this study is to examine in-depth the changing role of shop masters in multi-channel retail paradigms. In-depth interviews were conducted, and all interviews were recorded with permission. Seven shop masters participated in in-depth interviews. All of them were sales specialists, with more than 10 years working experience, at department stores. Results of this study are as follow: First, the roles of a multi-channel shop master include store management, management of sales associates, customer relationship management, and management in relation to the headquarters and suppliers. Second, the most important competencies of shop masters are to forecast future demand, establish information networks, communicate well with others, and create a work environment resulting in higher productivity.

Keywords

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Figure 1. Shop master's Role and Job Competency in Multi-channel Fashion Retail Store

Table 1. Characteristics of Informants

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