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Dayoung Park Thesis Final Paper.pdf (1.32 MB)
ETD Abstract Container
Abstract Header
Success Factors Behind South Korean Emerging Designer Brands: A Case Study
Author Info
Park, Dayoung
ORCID® Identifier
http://orcid.org/0009-0005-1303-3068
Permalink:
http://rave.ohiolink.edu/etdc/view?acc_num=kent1715249084018443
Abstract Details
Year and Degree
2024, MFIS, Kent State University, College of the Arts / School of Fashion.
Abstract
The South Korean emerging designer brands are claiming recognition, with an average sales profit of 100 billion won (KRW), approximately 85 million US dollars (Kee, 2024). A surge of South Korean designer brands has led to a saturated market with intense competition (Kim et al., 2018). As a result, new designers experience difficulties in implementing retail strategies tailored to the target consumer group (Shim, 2017). Conversely, more established brands have created a specific niche market and succeeded by differentiating themselves from competitors (Yun, 2017 as cited in Kim & Ji, 2019; Jung et al., 2020). Therefore, the study aims to fill the gap by exploring successful retail strategies utilized by established emerging designer brands and observing how these strategies resonate with target consumers, specifically Millennials and Generation Z. The study explored the success factors of four established brands in South Korea through direct observation of their physical stores. Unbiased and objective data was gathered by conducting site visits at four different stores without involving participants. The findings confirm the importance of physical stores as a successful retail strategy which embodies three key factors: brand identity, storytelling, and distribution strategies (Lehrer & Trenz, 2022; Ma, 2019; Ross & Harradine, 2011). This study contributes to the literature and fashion industry by providing unique aspects of retail strategy through direct observation study.
Committee
Jayoung Hwang (Advisor)
Catherine Leslie (Committee Member)
Hahn Kim (Advisor)
Pages
75 p.
Subject Headings
Behavioral Sciences
;
Marketing
Keywords
retail strategies, storytelling, distribution channel, emerging designer brands, brand identity
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Citations
Park, D. (2024).
Success Factors Behind South Korean Emerging Designer Brands: A Case Study
[Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1715249084018443
APA Style (7th edition)
Park, Dayoung.
Success Factors Behind South Korean Emerging Designer Brands: A Case Study .
2024. Kent State University, Master's thesis.
OhioLINK Electronic Theses and Dissertations Center
, http://rave.ohiolink.edu/etdc/view?acc_num=kent1715249084018443.
MLA Style (8th edition)
Park, Dayoung. "Success Factors Behind South Korean Emerging Designer Brands: A Case Study ." Master's thesis, Kent State University, 2024. http://rave.ohiolink.edu/etdc/view?acc_num=kent1715249084018443
Chicago Manual of Style (17th edition)
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Document number:
kent1715249084018443
Download Count:
1,623
Copyright Info
© 2024, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.