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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
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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-
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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
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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?
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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.
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
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.
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. 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.
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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)
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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
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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.
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+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
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