Fashion retailing, where and how to purchase

In the fashion marketing, the strategy of customer service can be interpreted as the moment of truth when executives and employees of a company provide bonus of physical goods and services such as shopping convenience to customers. As an interaction between the product buyers and the company selling the product, better customer service often improves the company’s business performance while increasing the level of loyalty of the customers to a brand. That is why Nordstrom, a prestigious department store, is captivating the hearts of many shoppers with this customer service strategy. “Be willing to say ‘Yes!’ every time.” + Mr. Lee Yong-woo, CEO of an export company of Dongdaemun fashion is sending a message as follows.  “In the era of COVID-19 Pandemic, we will seek online and Un-tact trade for buyers and retailers around the world through rationalization of the supply-side management. The rationalization of such a management not only balancing the importance of product, speed and ...

Recently, Seoul Fashion Week, which is held every year since 2000 has become widely known as world’s top five fashion shows with collections in Paris, Milan, London, and New York. Such a fashion show is a strategic tool which cannot be overlooked in fashion marketing. Conceptually, one of the fashion shows is a channel of communication between fashion designers and customers where designers showcase new ideas through merchandise on live models. As a result, fashion shows can tend to be more conceptual and focused on a higher level of idea. One column continues this discussion.  “Whatever the fashion, it is the choice of customers whether or not to accept a trend. Thus, fashion shows are a tool the latest trend to show.” + Unlike previous years, the Spring-Summer 2021 Seoul Collection opened and reached consumers and fashion buyers around the world through an online platform due to the Coronavirus Pandemic. Are these virtual fashion shows the future of fashion weeks? We think that t...

In Dongdaemun market, wholesalers have a large portion of the market in terms of the number of stores and sales volume. Therefore, we can be said that Dongdaemun market has the characteristics of a marketplace managed by wholesalers.  The wholesalers have made quite a lot of money in the market by doing business with domestic and foreign fashion retailers and buyers for a long time. At one time, they achieved great management performance that were widely praised as the so-called Dongdaemun myth. Unfortunately, however, the current situation in the Dongdaemun market, facing the catastrophe of the COVID-19 pandemic, is still not getting better. In this crisis, they have a lot on their plate. Professor at Harvard Business School, Theodore Levitt seems to be pointing out implicitly what Dongdaemun merchants should do first.  “The true purpose of a business is to create and keep a customer, not to make you money.” + In a word, he explained the logic that emphasized the importance o...