• 복식문화연구
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• 제15권1호
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• pp.1-12
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• 2007

The purpose of this study is to identify the SPA(Specialty store retailer of Private label Apparel) characteristics and product supply process of Korean casual apparel brands. The research was conducted by questionnaire surveys to 63 casual apparel brands. SPA characteristics of each brand were measured with four SPA characteristic indices: short product supply cycle, spacious retail floor, single brand retail store, and low product price compared to the quality of the product. The 63 apparel brands were grouped by SPA index score. The brands belonged to group H had high index score and brands in group L had low index score. The results of this study showed that the most of the casual apparel brands' products were sold at department stores, especially the brands belonged to group L greatly depended on department stores. Few apparel brands have spacious retail floor. The retail product price of the brands belonged to group H was low price while the product price of the brands belonged to group L was in the medium-high price. The supply time of the new products was short in general. The most brands supplied new styles to the retail floor within 1 to 3 weeks. The information technology was heavily used. The brands belonged to group H highly used information technology including bar codes system, pas data analysis, and inventory control system. The current style trends were analyzed with street fashion and feedback from the shop managers.

• 한국의상디자인학회지
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• 제6권3호
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• pp.19-29
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• 2004

The current fashion market is experiencing a lot of difficulties in fashion forecasting due to consumers' fast-changing lifestyle on fashion, changes in consumer behavior, and the segmentation of the fashion market. To cope with this harsh reality, many fashion enterprises have paid much attention to the SPA (Specialty Retailer's Store of Private Label Apparel) brand as a promising fashion marketing strategy in terms of which they can survive in the extremely competing fashion market. The SPA brand is in the stage of inception in Korea, but the SPA brands such as MUJI and UNIQLO are already dominating the fashion business in Japan. Korea has just started developing the SPA brand, but its technological development, which was triggered by the success of 'BASIC HOUSE', is rapidly evolving. Under these circumstances, the SPA brand is getting vital for the fashion market in efficiently realizing consumers' requirements, revolutionizing the method for providing product information and the process of Marketing Mix Program, and expressing the value of shop. This paper studies the nature of the SPA brand and fashion merchandising system, and in turn examine the differences between the visual merchandising of the existing fashion brands and the Japanese SPA brands that are used as the fashion marketing strategy which is driven by the up-to-date technological system. Centering around these issues, we propose a visual merchandising system for fashion enterprises which serves to develop Korean-style SPA brands.

• 패션비즈니스
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• 제19권5호
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• pp.139-156
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• 2015

The purpose of this study is to investigate various information relating to research on the dimensions of clothing used in the sale of products via the internet that used to target global SPA((Specialty Store Retailer of Private Label Apparel) brands sold in Korea. A total of 12 SPA brands including seven global SPA brands and five national. SPA brands were surveyed in this study. Brands were chosen net sales and consumer preferences the last three years. In all SPA brands, literal size designation such as S, M, L and numeric size designation such as 0, 2, 4 or 32, 34, 36 etc. were mixed, but in case of Jean, the size codes mark waist circumference were dominant. European size codes were more common in case of European brands while literal codes were more dominantly used for American size codes with in the US brands. By reviewing the measurement information of the body and product size, the product measurement methods of UNIQLO, FOREVER 21 and TOPTEN were much more accountable and excellent than other brands. However, most of the others didn't offer proper information such as pictograms or figures about measurement methods relating body sizes and product sizes. In addition, most of global SPA brands offered size conversion chart which consumers could reference, however of none of the national SPA brands offered a conversion size chart on their website. Regardless of the type of clothing, the coverage of clothing size was higher than in global SPA brands such as H&M GAP compared to national SPA brands. In particular, 8seconds did not present apparel size ranges that fit consumers' individual clothes sizes.

• 패션비즈니스
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• 제14권3호
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• pp.35-51
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• 2010

This study aims at providing data for establishing a marketing strategy which can enhance the competitiveness of Korea domestic SPA(Specialty Store Retailer of Private Label Apparel) Brands by suggesting countermeasure strategy through the observation and analysis for SPA Brands, under the current circumstance in which the systematic and scholastic discussion for the matter, is lack, despite the diastrophism in fashion industry is prospected according to the rapid growth of Global SPA Brands. For this purpose, the characteristic and current status of Global SPA Brands is examined, and the main cause of growth is analyzed by approaching to their marketing characteristic, in this study. In relation with this situation, this study suggests the provisions as below, which are drawn from the analysis on Global SPA Brands' marketing strategy, so that Korea domestic SPA Brands could achieve successive performance under fierce competition. First, to be a competitive SPA Brands a business should be able to supply products with frequent product turnover by an interval level of one week or so, the existent product planning by seasons, as a business obtains various swift informations on consumers' demand with R&D center foundation. Secondly, SPA Brands should establish a strategy that a business can create high net profit by inventory management which enables lowering inventory ratio remarkably, and a strategy for innovative product supply by small quantity batch production, along with founding a high technological logistics system. Third, SPA Brands should establish a strategy for primary cost reduction by overseas dispersed outsourcing in order to enable diverse product development and rational price setting. Fourth, fashion marketers should establish also a strategy for communication by which brand image can be delivered effectively, by firming the brand identity and by informing product characteristic and customer service totally, with the method of VMD and flagship store. Additionary, fashion marketers also should establish a strategy by developing mobile application which can provide brand image and diverse other fashion related information.

• The International Journal of Costume Culture
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• 제2권1호
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• pp.31-42
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• 1999

The category killer that has been rapidly growing mainly in advanced countries since early 1990's, is a mew distribution model which aims for obtaining market controlling power by surpassing competing businesses in a specific area of products. The domestic situation of category killers is very different from that of advanced ones abroad since it has just been introduced into the Korean market. At the moment, there are only 10 or so companies operating in the market : Geopyung's , Taeheng's , Midopa's , of Sinsegye Department store, adn of Yerim International. The purpose of this study is to examine problems of domestic companies in the present market by analysing the operation status of category killers in domestic markets as well as foreign ones, and to suggest a counter-strategy of category killers for the distribution environment of the 21st century to improve the competitiveness of Korean distribution industry. The competitiveness of category killers lies above all in products lines. Category killers are equipped with the greatest number of products lines among those of competing businesses due to maximized product selections in an limited range. Another source of competitiveness may be found in balanced strategy positioning. That is to say, category killers are in a position where they can adjust policies towards any of the three purposes while aiming at them altogether : prices of discount stores, products range of specialty stores, and customer service level of department stores. It is also necessary for efficient store operation to use information technology such as electronic data interchange (EDI), electronic pose system(EPOS) and electronic funds transfer (EFTPOS). As for the cost structure, category killers can gain an advantage over other business since operating cost of various sections can be saved. There are, however, certain risks that category killers with strong competitiveness may influence on other businesses a great deal and even facilitate their decline. Yet it seems that the growth of category killers will be more viciously restrained by continuous challenges from other businesses. The distribution industry is supposed to develop through such competition and restraint.

• 유통과학연구
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• 제13권7호
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• pp.85-90
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• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.