Quality Itself is Advertising, and Its Promotion
From the growth of water-intensive cotton, to worker’s low wages and poor working conditions, the environmental and social costs involved in fast fashion business are widespread.
In this situation, consumers in global market are concerned about the vicious cycle of overproduction leading to overconsumption. In particular, they are willing to spend more on quality products than fast fashion products at low prices.
Like large discount marts that have maintained market competitive advantage for a generation, global SPA brand companies have set up a business strategy that sells at everyday low price instead of doing a seasonal sale.
Under the side effects of fast fashion, however, many fashion consumers do not wish to shop at low prices. If the quality is superior despite high price and gives a certain economic burden, consumers prefer such product and are willing to purchase again. In the global market, the behavior of consumers is changing.
In line with the new consumption behavior of global consumers, merchants in Dongdaemun market need to develop a new marketing strategy that emphasizes product quality rather than price. One businessman Scott Cook, give us this advice.
“Instead of focusing on the competition, focus on the customer.” +
In fact, Dongdaemun merchants did not always increase service to customers (fashion retailers and buyers) who traded based on consumer needs and wants. They focused on maintaining a competitive edge in price instead of customer service.
No one can deny that the purpose of every business is to get and keep customers. The famous Peter Drucker said.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” ++
As we widely agree, because some wholesalers in Dongdaemun market sell low quality or fake products at low prices, the image of the market by overseas buyers is not easily improved. Even in this situation, many foreign buyers have visited Dongdaemun market to get pearls in the mud, but had difficulty purchasing quality design products at reasonable prices.
In order to prepare a marketing alternative suitable for global consumer behavior change, Dongdaemun market merchants need to develop a quality-oriented export strategy such as SeoulClick.
SeoulClick has not only purchased by proxy, but also inspects purchased products, improves product value by repairing defective products, and provides services like packaging and delivery. In a big crisis, the company CEO and executives were supported by the hope for the future.
Quality itself is advertising, and its promotion.
+ Johnnie L. Roberts, The Big Book of Business Quotations, Skyhorse Publishing, 2016, p. 112.
++ ibid, p. 116.
<17>
In this situation, consumers in global market are concerned about the vicious cycle of overproduction leading to overconsumption. In particular, they are willing to spend more on quality products than fast fashion products at low prices.
Under the side effects of fast fashion, however, many fashion consumers do not wish to shop at low prices. If the quality is superior despite high price and gives a certain economic burden, consumers prefer such product and are willing to purchase again. In the global market, the behavior of consumers is changing.
In line with the new consumption behavior of global consumers, merchants in Dongdaemun market need to develop a new marketing strategy that emphasizes product quality rather than price. One businessman Scott Cook, give us this advice.
“Instead of focusing on the competition, focus on the customer.” +
In fact, Dongdaemun merchants did not always increase service to customers (fashion retailers and buyers) who traded based on consumer needs and wants. They focused on maintaining a competitive edge in price instead of customer service.
No one can deny that the purpose of every business is to get and keep customers. The famous Peter Drucker said.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” ++
As we widely agree, because some wholesalers in Dongdaemun market sell low quality or fake products at low prices, the image of the market by overseas buyers is not easily improved. Even in this situation, many foreign buyers have visited Dongdaemun market to get pearls in the mud, but had difficulty purchasing quality design products at reasonable prices.
In order to prepare a marketing alternative suitable for global consumer behavior change, Dongdaemun market merchants need to develop a quality-oriented export strategy such as SeoulClick.
SeoulClick has not only purchased by proxy, but also inspects purchased products, improves product value by repairing defective products, and provides services like packaging and delivery. In a big crisis, the company CEO and executives were supported by the hope for the future.
Quality itself is advertising, and its promotion.
+ Johnnie L. Roberts, The Big Book of Business Quotations, Skyhorse Publishing, 2016, p. 112.
++ ibid, p. 116.
<17>
Bong Sul (Advisor, SeoulClick)
Read more: Bong (Bong Sik) Sul, Dongdaemun Style, ebook.kstudy.com, Seoul, 2019.
Comments
Post a Comment