Fashion retailing, where and how to purchase

  There is a proverb in the widely accepted English version.    “Every little helps.”   Synonymously, Koreans often say that when dust is collected, it can become a high mountain. In fact, there were several trash landfills in the suburbs of Seoul, which became quite high like a mountain in the past 20 to 30 years.   Anyway, Dongdaemun market is a large shopping mall that is hard to find in the other countries of the world. The market is famous for merchandising of various fashion products and its assortment. Therefore, Dongdaemun market, which has more than 30,000 wholesale and retail stores in one area, is a marketplace where anyone can easily shop for a variety of fashion products.   What is more unique than anything else is that many of the fashion products on such a large marketplace are manufactured and supplied by 15,000 small sewing factories in Gangbuk, Seoul. Each small sewing factory produces a few items and a small amount of fashion products, an...

“Designer brands for less every day!”  It is a slogan of advertisement from the luxury discount store Ross (Dress for less). These discount stores are flourishing thanks to consumer preference for luxury fashion products. Similar to a retail business like this, designer products in Dongdaemun market are sold well at lower prices. We have described this shopping behavior as the performance of triangle management of Dongdaemun market merchants such as fast, good and cheap.  As well as, such marketing strategy of Dongdaemun market merchants can be explained by ‘the law of scissors.’ The bigger the scissors, the better it cuts. Likewise, the higher the quality of a designer product, the lower the price of the product, the more it sells. The larger the gap between the quality and the price of the product, the greater the sales volume.   As the rule of scissors, Dongdaemun market merchants have been seeking to increase sales while widening the gap betwe...