The Law of Scissors and Smart Management
“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...