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

The Korean Society of Clothing and Textiles (한국의류학회)
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A Grounded Theory Study on the Growth Process as a Fashion Brand Manager

패션브랜드 숍매니저로의 성장과정에 관한 근거이론 연구

  • 김지연 (호남대학교 패션디자인학과) ;
  • 오현정 (광주대학교 패션.주얼리학부)
  • Received : 2019.06.10
  • Accepted : 2019.09.16
  • Published : 2019.10.31
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Abstract

This study presents a conceptual framework for the growth process as a manager based on data gathered from the sales experiences and careers of fashion brand managers. The study participants were seven managers with over 15 years of sales experience in a women's clothing brand in Gwangju. Data were collected through in-depth interviews from January 2018 to September 2018 and analyzed using open coding, axis coding, and selective coding according to Strauss and Corbin's grounded theory method. The study results are as follows. First, this study found six categories and 17 sub-categories based on the shop manager's sales experiences and careers. Second, we found the central job category as well as categories with causality, interaction, moderating and outcome relationships. Third, we developed a paradigm model that links the main phenomena, causal conditions, contextual conditions, intervening conditions, action/interaction strategies, and consequence categories. Fourth, the process of growing as a fashion brand manager was described by an integrated story.

Keywords

References

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