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Invitation to
Contents
Project I
Building fashion brands
- New Brand Launching
1. Target Research Market
2. Market Position
3. Brand Naming
Project II
Line Development
1. Trend Report
2. Concept Board
3. Color Story/Fabric Story/Print Story
4. Style Sheet
Project III
Merchandising Plans
1. Ratios (Style, Size, Color)
2. Merchandising Plan
Project IV
Marketing Strategies
1. Promotion
2. Place
Project I
Building
Fashion Brands
- New Brand Launching
1. Target Research Market
2. Market Position
3. Brand Naming
Project I
Building fashion brands
1. Target Research Market
The real condition of 2xxx Korean Fashion Market
Target research market
2. Market Position
1) Setting the competitor brands
2) The analysis of the competitor brands
3) SWOT analysis
4) Product positioning map
3…(생략)
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e New Store Formats and the Change of
Marketing Systems
With some of new consumption trends that we already regard former paragraph, it has effected to change the format of fashion market in many ways. For example, the spread of Q/P market (quality price market), an increase in the luxury market, the globalization of fashion market, complex multi-shop focused on concept could explain it. There is the most important point is the boom of non-store retailing like TV-home shopping, online shopping, and the boom of the international lifestyle brand who has concept non-season, non-age, non-trend.
[그림 1] the example of complex multi-shop focused on concept: 10 corso como, BOON THE SHOP
[그림 2] the example of the boom
of non-store retailing
; TV Home Shopping, Online Shopping
[그림 3] the globalization of
fashion market
Project I Building fashion brands
1. Target Research Market
Target research market
Our ideal main target is the begin of 20’s to 30’s women who has
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