Sell them Confidence

 I have always believed that fashion was not only to make women more beautiful, but also to reassure them.” +

As such, Yves Saint Laurent said that consumers should be given confidence along with fashion products. And Blake Lively also said that the most beautiful anyone can wear is confidence.

As we knew well, any Koreans prefer folk wine instead of beer or imported wine at restaurants. A plum wine called ‘Soon’, product of Bohae Brewery Company, which maintained market strength along with Jinro, was once very popular. A shortage of supply arose amid an explosion in demand for the hit product. 

At that time, the brewery held an emergency executive meeting to find a way to solve the supply shortage. The problem was that the very hit product that had aged for five years was no longer in stock. 

 At the meeting, an employee suggested replacing the hit product with a three-year-old product to solve an urgent supply shortage. The very suggestion of one employee was that in order to prevent the company’s public credibility from falling due to a supply shortage, it would be necessary to label 3-year-aged products as 5-year-aged products.

Then, the company’s founder, and CEO Yim Gwang-haeng, spoke quietly, persuading employees to stop supplying the product for the next two years. 

“When our company brews alcohol, we must always love our customers like family and friends, and communicate with them and share them. In other words, the spirit of brewing should always be directed towards people.” ++

His words like this are acceptable as a English proverb, “You must drink as you have brewed.” Anyway, Bohae is continuing its sustainable management thanks to the entrepreneurship of the founder, which is described as ‘Give them confidence’, although a decrease in sales was inevitable in the short term.

Dongdaemun merchants should also have faith in the products along with the fashion products they sell to many consumers around the world when they try to do their own sustainable management. Although the fashion products they purchase are inexpensive, they should have the perception that the quality and consumer satisfaction of the products are consistently good.



-Some of the popular Dongdaemun fashion items we exported last week, seoulclick.com- 

Fashion consumers probably want to satisfy emotional satisfaction including the style or lines, fabric, and color of the product rather than the number of clothing tags. 

Some global SPA brand companies are trying to sell more of their fast-fashion products by making them cheaper and cheaper. Dongdaemun merchants, however, should give fast fashion in one hand and confidence in the other.

That is the Dongdaemun style of commerce that gave birth to the myth and wrote the epic. Dongdaemun fashion products are surprisingly equipped with various competitive advantages that can satisfy the needs of consumers. Unfortunately, the trust in Dongdaemun products from many domestic and foreign fashion retailers and overseas buyers is not very high. In fact, the excellence of many fashion products in the market has improved, but the reality is not well known.

Despite its speed, product quality, and price advantage, its reliability is quite low. That’s why we are right when a fashion legend says, “Confidence is everything.” +++

Of course, confidence of Dongdaemun fashion products is difficult because it passes through the hands of many people, including wholesale and retail traders, designers, suppliers of fashion parts, employees of sewing factories, and workers in the logistics and service sectors. 

Sell them confidence.

Any way, if we pursue the common good while always talking, checking, helping each other, blaming and improving, it will gradually get better. Everyone has to sell them confidence together. It is a fatal task to live or not. Legendary CEO Milton S. Hershey said.

“Don’t find customers for your product. Find product for your customers.” ++++


Hershey’s, which conducts sustainable management with a quality first management philosophy, is to see every day as a chance to be successful in a way that makes a difference.


As such, sustainable management should give priority to supplying good quality products. This is because the value of quality is the confidence that satisfies customers.


+ www.google.com/search/q?

++ www.bohae.co.kr

+++ Vinit Mishra, Director LinkedIn

++++ skyword.com/marketing-quotes

<54>



Bong Sul (Advisor, SeoulClick)

www.seoulclick.com

Read more: Bong (Bong Sik) Sul, Dongdaemun Style, ebook.kstudy.com, Seoul, 2019.


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