How to be an international brand for Dongdaemoon fashion
28 85 102 How to be an international brand for Dongdaemoon fashion market, comparing to other SPA brands Ji-Min Ahn, Mi-Ho Park, Se-Yeon Lee, So-Mi Kim, Yoon-Seon Lee, Seunghee Lee Dept of Clothing & Textiles, Sookmyung Women’s Univ. I. Introduction Following rapid modernization of tendency and the various fashion market places evolving, it caused the traditional fashion market places to be on the decrease at period of transition. Dongdaemoon fashion market is the typical traditional fashion markets. To follow this modernization and the appearance of new fashion market, Dondaemun try to be adaptable to modern mass production and distribution systems. And, it has been changing rapidly in order to attract more customers and try to become a major part of Korea fashion market. The change of Dongdaemoon Market with the combination of a traditional and a trendy way can be a nice model for other shopping malls. Dondaemun make an effort to take how to appeal to fashion-conscious customers and suggest customer to accept easily trend of Dongdaemoon. So, Dondaemun has been one of the most places much frequented by shopper in Korea and even the foreigner. But it is facing some difficulties in spite of its recent outstanding progress and development. One of them is to compete against SPA brands such as Uniqlo, H&M, Zara and so on. Their brand are called SPA(Specialty retailer of Private label Apparel) or fast fashion brands. The fast fashion stores such as FOREVER21, ZARA, and H&M stretched in Korea from only several years ago, which was very rare 10 years ago . Fast fashion is dealt with various styles from casual to formal dress, direct distribution strategy through their +RZWREHDQLQWHUQDWLRQDOEUDQGIRU'RQJGDHPRRQIDVKLRQPDUNHWFRPSDULQJWRRWKHU63$EUDQGV ÙÙ large store in every corner of the main city of Seoul, reasonable price and swift adaptation. Besides, those brands of fast fashion has quick response to latest trend and short cycle of products, does mass-customization, and adopts SPA(Specialty retailer of Private label Apparel) type distribution system. In this phase of SPA brand’s growth in Korea fashion market, it was discussed how Dongdaemoonshopping mall reflects today`s consumer culture and analyzed the cultural significances of the Dongdaemoon shopping mall. Dongdaemoonis inescapable to compete against these SPA brands in Korea and have to make a greater effort to advance abroad. The object of this study is to analyze the emergency planning of Dongdaemoon Market comparing with foreign SPA brands and give some possible suggestion for potential complex shopping malls in the future. For the purpose, a study of the existing paper on Dongdaemoon was required prior to beginning any researching. With the background of Dongdaemoon and other SPA brands from the existing research paper, it was found that Dongdaemoonhas several problems like the absence of brand loyalty, poor service, and complicated displaying goods. So, a survey and interview for this paper focus on these problems. By carring out a survey and interview, this study applied a qualitative method to capture the depth and details of consumer experiences. This study covered the various consumer behaviors especially caused by the aspects of the spatial components of Dongdaemoonshopping mall. To solve this problem this paper has provisional proposal in itself exist as symbolic value as well as goods with a certain utility value. . Review of Literature Before we start to execute our own research, we find out several precedent studies about Dongdaemoon market. According to some paper, we get brief information of Dongdaemoon market. Most of Papers we looked over focus on the process of changes Dongdaemoon market from past to now. The purpose of our research is to make suitable proposal for Dongdaemoon market to be a global market in the future. Therefore, we cannot overlook the history records so we ÙÙ 䓳佳㹰乣䝹㻩䯃#䫺5;伱 considered carefully precedent papers about this. Here are some outstanding points from precedent papers in following paragraphs. One of papers, ‘Study of distribution activation policies through the analysis of structural characteristics of Dongdaemoon fashion market’mentions that Dongdeamoon is the place which is full with many groups of fashion stores.(Hong & Lee, 2007)The main features of this place are traditional store group, east store group, new west store group which is oriented to retail. So, these days, the proposition of wholesale gets smaller and proposition of retail gets larger. The most specific feature is value chainstructure which can be strength of Dongdeamoon. From past time, Dongdaemoon has played the role of an integrated place of production and sales which provides goods with low-prices. (Hong & Lee, 2007) However, according to this paper, the most significant problem of Dongdaemoon fashion market is in the aspects of production, design, distribution and export. First of all, there is the increase in ageing of employees and no young skilled people. Also, Dongdaemoon market is losing its competitive because of the lower cost of the sewing factories in China and East Asia. Secondly, the design of fashion products in Dongdaemoon market is not original and there is no professional designer for them. In addition, Dongdaemoon market lacked the professional fashion forecasting system and weakened their design ability. Lastly, the ability of small-sized retail store in Dongdaemoon market to make an effective distribution is limited. The severe change of the new distribution structure is not accepted among the sellers in Dongdaemoon market. In addition, there is a shortage of experts who can reinforce the distribution and exporting system. In conclusion, this paper states that the Dongdaemoon fashion market has played a key role in production and selling goods on a reasonable price as Korean fashion cluster. However, the competitive advantage of Dongdaemoon market is weakened by the sever change of fashion distribution system. Therefore, it suggests that we should consider Dongdaemoon fashion market +RZWREHDQLQWHUQDWLRQDOEUDQGIRU'RQJGDHPRRQIDVKLRQPDUNHWFRPSDULQJWRRWKHU63$EUDQGV ÙÙ as a brand and provide effective policies to support the Dongdaemoon market with academic and practice-based experts. Another paper, ‘Buyer-supplier relationships in Dongdaemoon fashion market: relationship quality model’ mentions one of the important competitive advantages of Dongdaemoon market is efficiently managed network system among supply chain members. This study attempted to investigate the association among the relationship-related factors and their effects on the channel members' relationships and behaviors in Dongdaemoon market.(Choo, Jung, & Jung, 2009) Quality of relationship between buyer and seller was measured with two indicators of critical importance of satisfaction and trust.(Choo, Jung, & Jung, 2009)In the study of antecedent to relationship qualities, product-oriented factor was important. It is saying that consumers today have higher standards when purchasing fashion products and SPA brands have successfully satisfying these customers with reasonable quality products at lower price. Merchants at Dongdaemoon market acknowledge these changes, trends and also the fact that they are facing fierce competition with SPA brands. Thus, fashion retailers' perceptions of the price, quality and design of the products offered by a supplier would significantly influence both satisfaction and trust in the relationship with suppliers.(Choo, Jung, & Jung, 2009) In-depth interview and statistics analysis were used as mythology to research buyer-supplier relationship in Dongdaemoon market, and has earned results as follows: ྙ Fashion stores in Dongdaemoon had relatively satisfactory relationships with their suppliers. ྚ The actual length of their relationships with the suppliers was not very long (mostly betweenଝ1~3 yearஃ ྛ When selecting suppliers, 4 factors of price, delivery, quality and honesty were the most important criteria. (Choo, Jung, & Jung, 2009) And by analyzing statistics the researchers deducted a conclusion that as- ÙÙ 䓳佳㹰乣䝹㻩䯃#䫺5;伱 sociation between relationship quality and behavioral intention was weaker in the Long Relationship Group compared with the Short Relationship Group. Instead, product and supplier attributes such as product design and geographical proximity had a direct effect on behavioral intentions. In addition, by analyzingstatistics the researchers deducted a conclusion that association between relationship quality and behavioral intention was weaker in the Long Relationship Group compared with the Short Relationship Group. Instead, product and supplier attributes such as product design and geographical proximity had a direct effect on behavioral intentions. In conclusion, this study investigated the fashion store (buyer)'s perceived relationship quality with its supplier. Even though there were differences in some featuresbetween long relationship group and short relationship group, in both groups the perception of positive product design increased satisfaction and trust; moreover, it had a direct effect on behavioral intention in the long relationship group. It seemed that fashion business buyers in Dongdaemoon market put a greater emphasis on product design. Thus, product suppliers in this fashion cluster should focus on improving their capability in producing superior design. The last paper also mentions the record of change in Dongdaemoon market from the past to current. In addition to this, it mainly concentrates on customer compared to upper two studies. "Clothing purchase behavior, according to the demographics characteristics of Dongdaemoon market users" covers of consuming behaviors of young people in teens and twenties. Generally, there are outstanding differences of behavior depending on age and gender. Most of people prefer to go shopping with the same gender friends, especially; man generally goes shopping with opposite gender. Teenagers are the most easily influenced by people. Women and teenagers have larger demands than men and twenties. Also, all people prefer to go shopping to Dongdaemoon daytime in weekend rather than weekday. However, women tend to spend more time on shopping than men. When people choose product, the top priority is different. Men and twenties generally consider pattern and color but +RZWREHDQLQWHUQDWLRQDOEUDQGIRU'RQJGDHPRRQIDVKLRQPDUNHWFRPSDULQJWRRWKHU63$EUDQGV ÙÙ women and teens significantly focus on design of clothes. Finally, each gender and generation are motivated to buy product by different factors. Women consume clothes which they already had some ideas in their minds. Men and teens buy for practical needs like just wearing clothes. Meanwhile, teens try to buy products when they get some money in their pockets. Forthis kind of reason, Dongdaemoon have to try to attract young people by providing events, promotion like giving gifts, and discounton only weekends. In addition to this, Dongdaemoon market needs specialized and specific display which can be compared with department store, flagship store. Finally, ithas to put off (Kim & Kim, 2000) These threestudies covered from distribution structure to customer behavior. As the first paper mentioned, value chain structure is one of strengths of Dongdaemoon market so it can cause a significant differentiation from SPA brands. According to the second and third papers, we can know the customers' behaviors from past to current. Especially, the second paper emphasizes strong relationship between chanel's members. Referring to these studies, we try to consider main contents from precedent studies, when we execute our own research. We mainly concentrate on the most crucial part of Dongdaemoon market which must be changed or redeveloped to catch up with nowadays global trend, especially, SPA brands. . Research Methods In this research, we used two methods; questionnaire and interview. At first, the targets of our questionnaire are young women aged from late teenagers to early 30s. We made up a question around Dongdaemoon shopping centers on May 5th, 2011, and also on the campus of Sookmyung women’s university for two weeks on May. Through this questionnaire, we asked several questions ; how valuable they think about famous SPA brands, howthey compare and contrast those SPA brands with Dongdaemoon shopping ÙÙ 䓳佳㹰乣䝹㻩䯃#䫺5;伱 centers, which parts are advantages and disadvantages, and how the centers can be improved. On the other hand, we interviewed foreigners who couldn’t answer the questionnaire easily. It was hold around Dongdaemoon shopping centers on May 5th, 2011. In this interview, we get answers about the feature of the centers in foreigners’ minds, inconveniences, and what they should improve, which are similar contents to the questionnaire. Comparing and contrasting both researches, we want find world-wide views toward Dongdaemoon shopping centers, and what they have to improve and develop them in order to be one of the most world famous SPA brands. . Analysis of Research Q1. Do you know Zara, H&M, Forever2, Uniqlo, or Mango? This statistics show that all responders said 'yes' from the question whether they know SPA brands like Zara, H&M, Forever21, Uniqlo, or Mango. The reason of figure can be guessedthat the research targeted the young people in their twenties who are sensitive about the trends.In addition, it shows that those brands are internationally famous SPA brands, which young people know, and usually go there for shopping. +RZWREHDQLQWHUQDWLRQDOEUDQGIRU'RQJGDHPRRQIDVKLRQPDUNHWFRPSDULQJWRRWKHU63$EUDQGV ÙÙ Q2. Where do you think these brands should be placed? From the question about SPA brand's ground in the fashion market, department store has the more dominantposition than Dongdaemoon fashion market. It shows that people think department store is suitable for placing SPA brands. They may think that those SPA brands are relatively more valuable than Dongdaemoon fashion market. Q3. If the value of these brands is 50 points, how many points will you give for Dongdaemoon fashion market? ÙÙ 䓳佳㹰乣䝹㻩䯃#䫺5;伱 Once 50 points are given to SPA brands like Uniqlo, H&M, Zara and Forever21 as a standard level, let responders give a point for Dongdaemoon fashion market. The most people gave a lower point to Dongdaemoon fashion market than 50points of the SPA brands. 30-40 points are the greater part of the grades to Dongdaemoon. Through this distribution, similar to the reason of the second question, we can guess that people prefer the SPA brands to Dongdaemoon fashion for the reasons of certain problems. Sometimes, some people give a more grade like 60-70points than 50 points of SPA brands. It shows that Dongdaemoon fashion market has compatible advantages to SPA brands. These reasonsof the dispersion will be succeeded by next questions and answers. Q4. What advantage does Dongdaemoon fashion market have? This graph shows what people choose as a favorite feature of Dongdaemoon market. Actually, it is very similar to what we expected before. According to this figure, up-to-date trend is the best advantage of Dongdaemoon fashion market. It means that Dongdaemoon is high-sensitive to fashion trend and tries to catch up with trend. So, many stores in Dongdaemoon have to continue to have strength of +RZWREHDQLQWHUQDWLRQDOEUDQGIRU'RQJGDHPRRQIDVKLRQPDUNHWFRPSDULQJWRRWKHU63$EUDQGV ÙÙ being trendy, it can be its own strong competition in fashion retail industry. The second desirable point of the market is convenient display. However, the gap between up-to date trend and convenient display is not small. Also, other following factor such as nice quality compares to the price, well-know market, and convenient facility have much lower proportion. On the other hands, nobody likes service of Dongdaemoon. This result has great implications for Dongdaemoon market to improve its service for customer, despite their quick adoption of fashion trend and well-organized display. Q5. What disadvantage does Dongdaemoon fashion market have? The result of this question is similar to that of forth question. The graph shows that Dongdaemoon fashion market’s poor service is the most inconvenient part for customers. It is the same opinion as our first thought. The second is its poor product quality compares to the price, and inconvenient display, inconvenient facility, and low awareness follow them. However, nobody answered that the market’s trend acceptance is not good. This resultsuggests that the most significant problems to resolve are improving service and quality to keep market share from other SPA brands, and to be one of the most famous international SPA brands. ÙÙ 䓳佳㹰乣䝹㻩䯃#䫺5;伱 Q6. What part should Dongdaemoon fashion market improve? The last graph shows what part should be improved of Dongdaemoon fashion market. This statistics shows thatimproving customer service is the most urgent issue and raising quality compares to the price is the second pressing issue, which is the same result as the previous question, disadvantage of the market.However, the point is that the rate of improving customer service is increased more than one of the previous question even though it was still the first significant problem upon survey. The reason is that the participants of survey consider the rest of options asnot urgent matter for the shopping environment in Dongdaemoon market. Also, it suggests that improving the customer service is the most noteworthy issue to be resolved in the Dongdaemoon market. Therefore, there are two main factors to be discussed in this paper: to improve customer service and to raise quality compares to the price. +RZWREHDQLQWHUQDWLRQDOEUDQGIRU'RQJGDHPRRQIDVKLRQPDUNHWFRPSDULQJWRRWKHU63$EUDQGV ÙÙ On the other hand, in the interview for foreign visitors of Dongdaemoon fashion market, we asked several questions which are similar to the questionnaire for Koreans: Advantages and disadvantages of the market, and what the market should improve to be a world famous shopping center. Target 1: Japan, late 20s woman She said that they were glad that the price was low, but it was not good that there were not many Korean original styles, or there was no price tag for each product. Target 2: Japan, early 30s man He said that there were many kinds of fashion style. However, the customer service was poor compared to Japanese fashion market, and they needed to improve a lot, which is the same answer as the questionnaire for Koreans. Target 3: United States, early 20s woman She didn’t like that the place was very crowded. She liked that the displays were well-organized and the center was spacious, but she could find the same clothes in the other shops. Target 4: United States, middle 30s woman She liked display that the layouts are all open, and there was no set wall. She also feels good that there were so many different styles, which most American girls and women would like. However, she didn’t like that the bathroom line was too long to wait, which meant inconvenient facility. ÙÙ 䓳佳㹰乣䝹㻩䯃#䫺5;伱 . Conclusion In phase of SPA brand’s growth in Korea fashion market, it was discussed how Dongdaemoonshopping mall reflects today`s consumer culture and analyzed the cultural significances of the Dongdaemoon shopping mall.The object of this study is toanalyze the emergency planning of Dongdaemoon Market comparing with foreign SPA brands and give some possible suggestion for potential complex shopping malls in the future.For the purpose, a study of the existing paper on Dongdaemoon was required prior to beginning any research. With the background of Dongdaemoon and other SPA brands from the existing research paper, it was found that Dongdaemoon has several problems like the absence of brand loyalty, poor service, and complicated displaying goods. So, a survey and interview for this paper focus on these problems. On the other hand, some papers and researches of Dongdaemoon market which were executed generally focused on the changes from traditional market to modern store group. So, many researchersalready realized that Dongdaemoon market needs to develop the business condition to follow customer shopping behavior trend. Of course, Dongdaemoonmarkets haveaccomplished a lot of development. However, there are some limited points. For example, high-level of service from convenient parking lots to high-trained staff members.(Kim & Kim, 2000) Actually, nowadays SPA brands are leading trend of fashion industry. To catch up with these market situations, Dongdaemoon market needsto consider the fundamental reason of limit points and make resolution. However, after we researched through interview and questionnaire, there are different opinions as well as similar ones. First of all, according to the result of questionnaire, the most unsatisfied part is ‘customer service’, which is the same as our prediction. However, the second one is ‘quality compares to the price’, which we didn’t consider well at first. In addition, people tend to consider that ‘display’and ‘brand royalty’ are advantages of Dongdaemoon fashion market, not disadvantages. They think that ‘customer service’ or ‘quality’which are customers feel directly when they purchase goods are the bigger problems rather than display or branding. +RZWREHDQLQWHUQDWLRQDOEUDQGIRU'RQJGDHPRRQIDVKLRQPDUNHWFRPSDULQJWRRWKHU63$EUDQGV ÙÙ There are few differences between interview to foreigners and questionnaire to Koreans. A Japanese young woman said that it was really inconvenient that there were no price tags on the garments or accessories. Another Japanese man said that there are many kinds of fashion, but their service toward customers were needed to be improved. Finally, two young women from United States answered that display and ray out are really great, which is the same opinion as questionnaire. According to the both questionnaire and interview, the results were mostly matched to each other, which meant that the view of Koreans and foreigners toward Dongdaemoon fashion market were same. The reason why the market has not been the international SPA brand is not about national competitiveness or lack of promotion. Only when Dongdaemoon try to change itself considering customers, it can set its foot on the start line to be an international market. Therefore, to be one of the most world famous SPA brands, Dongdaemoon fashion market should also improve the whole system of selling goods including communication with customers, not only promotion and developing features. . Proposal and Strategy Based on the research in comparison between Dongdaemoon Fashion Market and SPA brands, strategiesdirectionsGlobalization of Dongdaemoon Market is roughly divided into two factors: improvements in customer service and product quality. For one thing, there could be several directions for the improvement in customer service which is theconsumers of Dongdaemoon. In order to improve customer service of Dongdaemoon market, first, they should make newtermsandexchanges and refunds for Dongdaemoon market. For example, consumers who purchase fashion products in the Dongdaemoon market can exchangethem for gift cards within 3 days. Gift cards can be used at the same store again within 30 days. ÙÙ 䓳佳㹰乣䝹㻩䯃#䫺5;伱 Therefore it provides customers with reasonable and convenient shopping environment considering exchange and refunds policy of SPA brands which is availablewithin 30 days after purchasing.According to the research on the SPA brands and customer service, service elements such as exchange ability and refund ability have served as competitive advantages.It will helps to advance the customer service system of Dongdaemoon and it allows people to shop cautiously and sufficiently with the way of exchanges and refunds. Second, make the indication of price on the fashion products. According to the comments upon the interview, one of the inconvenience is there is noprice tags in Dongdaemoon market. Also, according to the research on the SPA brands and customer service, self-conducted quality screening have served as competitive advantages.(Jang, 2009)Therefore it needs to clarify how much the fashion products are in the store because there is a variety of goods and showing price clearly is the only way to helps customers to be satisfied by the customer service. Also, it has to advance the store environment in which people can look for fashion product without hesitating or being interrupted to get to know the price like in the SPA brand stores Third, make it mandatory to train employees for the customer service at the first time when staffs is employed. According to the research on the SPA brands and customer service, sales person's favorable impression, customer orientation, reliability, and professionalism had a positive relationship with repurchase intention. (Lee Y.-J. , 2009)Strengthening service and Dongdaemoon education can make employees feel confident and provide a great service to customers and it can be gradually increased the number of training. Moreover, they should improve products quality versus price. First, they can do quality standardization. (Lee S.-H. , 2011)Reason of merchants at Dongdaemoon market selling items without safety or quality mark is to reduce producing cost price and period of product release, and this problem can be solved by enforcing quality standardization. +RZWREHDQLQWHUQDWLRQDOEUDQGIRU'RQJGDHPRRQIDVKLRQPDUNHWFRPSDULQJWRRWKHU63$EUDQGV ÙÙ Quality standardization requires seven factors including ;attachment of KC mark if decided to be proper name of the manufacturer and importer country of Origin production date size, cautions in handling contacts of customer service, all written in Korean.(Lee S.-H. , 2011) Execution of quality standardization should be inspected by the authorities on regular basis for quality control. This method is actually being performed in Dongdaemoon market now and there has been a recent inspection on whether the standardization is being well carried out or not. Second, they can adopt RFID (Radio-frequency identification) technology for reducing cost. Radio-frequency identification is a technology that uses communication through the use of radio waves to exchange data between a reader and an electronic tag attached to an object, for the purpose of identification and tracking.(Wikipedia, the free encyclopedia, 2011) This technology is widening its used field to clothing and textile industry not only for the quality control but also for cutting cost by replenish stock in timely and effective manner.(Weinberger, 2008) Bloomingdale's, one of the most famous department stores in America owned by Macy's, Inc. is successful example of using RFID. This company adopted the technology to its apparel department and has increased inventory accuracy from 70% to 96% this year.(RIS, 2011) Lastly, they can promote long relationship between buyers and suppliers. According to the research about "Buyer-supplier relationships in Dongdaemoon fashion market: relationship quality model" quoted above, buyers and sellers at Dongdaemoonmarket maintain their relationship relatively short, mostly between 1-3 years. Length of buyer and seller relationship could be a critical reason of reducing or increasing the cost price of production.(Choo, Jung, & Jung, 2009) Because buyer-seller relationship has life cycle and tend to become more psychologically attached as the relationship maintains longer, and price can be relatively flexible than it is in short term period relationship.(Choo, Jung, & Jung, 2009) ÙÙ 䓳佳㹰乣䝹㻩䯃#䫺5;伱 References Choo, Ho-Jung, Jung, Ji-Wook, & Jung, In-Hee. (2009). Buyer-supplier relationships in Dongdaemoon fashion market : relationship quality model. Journal of fashion Marketing and Management, 13 (4), 482-497. Hong, Byung-Sook, & Lee, Eun-Jin. (2007). Study of distribution activation policies through the analysis of structural characteristics of Dongdaemoon fashion market. Distribution Reserch, 12 (5), 153-174. Jang, Kyung-Mi. (2009). Study of fast fashion strategy focus on shop characteristics: focusing Dongdaemoon fashion market and SPA brands. Ewha Women's University. Kim, Mi-Sook, & Kim, Bo-Kyung. (2000). Clothing purchase behavior, according to the demographics characteristics of Dongdaemoon market users. Research Institute of Science For Human Life, 4 (1), 47-59. Lee, Sang-Hyun. (2011, 5 11). Seoul Joon-gu, Quality labeling inspection of Dongdaemoon fashion market. Retrieved 5 19, 2011, from Yeon-Hap News: http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=102 &oid=001&aid=0005056196 Lee, Young-Ju. (2009). Analysis of repurchase intention according to satisfaction degree of SPA brands’service and shop environment. Korean Consumption Culture Association, 12 (3), 125-144. RIS. (2011, 3 17). Bloomingdale's Uses RFID to Increase Inventory Accuracy to 96% .Retrieved 5 20, 2011, from Retail Info Systems News: http://risnews.edgl.com/retail-best-practices/Bloomingdale-s-Uses-RFID-to-Increase-Inventory-Accuracy-to-96-71458?rssid=Article71458 Weinberger, David. (2008). Systemize knowledge revolutionarily. Salim Biz. Wikipedia, the free encyclopedia. (2011). Radio-frequency identificatio. Retrieved 5 20, 2011, from Wikipedia: http://en.wikipedia.org/wiki/Radio-frequency_identification +RZWREHDQLQWHUQDWLRQDOEUDQGIRU'RQJGDHPRRQIDVKLRQPDUNHWFRPSDULQJWRRWKHU63$EUDQGV ÙÙ Abstract The object of this study is to analyze the emergency planning of Dongdaemoon Market comparing with foreign SPA brands and give some possible suggestion for potential complex shopping malls in the future. For the purpose, a study of the existing paper on Dongdaemoon was required prior to beginning any researching. In-depth interview and statistics analysis were used as mythology to research buyer-supplier relationship in Dongdaemoon market. In this research, the study wereused two methods; questionnaire and interview. Therefore, to be one of the most world famous SPA brands, Dongdaemoon fashion market should also improve the whole system of selling goods including communication with customers, not only promotion and developing features. Keywords: Fashion, kSGzwhG ÙÙ 䓳佳㹰乣䝹㻩䯃#䫺5;伱
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