의복에 관한 연구 (의복구매 , 판매전략..)

목차

국문초록
제 1 장 서 론
1. 연구 배경 및 목적
2. 복식행동에 관한 기존의 연구
3. 연구대상
4. 연구 방법

제 2 장 연구대상 개관
1. 스포사 벨라의 연혁과 조직
1) 스포사 벨라 연혁
2) 스포사 벨라의 조직
2. 의복의 제작과 생산
1) 의복의 제작
2) 의복의 생산

제 3 장 의복판매의 전략들
1. 판매상품과 매장관리
1) 판매 상품과 타켓
2) 매장 관리
2. 판매전략과 고객관리
1) 판매전략
2) 고객관리
제 4 장 의복구매의 특성들
1. 단골고객의 특성
1) 단골고객의 개인적 특성과 계층적 특성
2) 라이프 스타일
2. 점포내에서 나타나는 고객의 특성
1) 의복구매에서 나타나는 특성
2) 복식 외적인 행위들
3) 점포애고행동

제 5 장 요약 및 결론

참고문헌

ABSTRACT

본문내용

olic goods to tell the socio-economic status of wearer, so many people is likely to add the cost to clothing and comsumes conspicuously. The aspect of purchasing the clothing, women's going to the fashionable clothing shop indicate more than we realize about our status. In the choice of clothing shop, we seek out the shop with a status image at or near our own status level. So the clothing shop would be specified with the consumer's characteristics and tastes.
This is an ethnography of interaction between clothing shop and customer in the 'space' of designer fashion shop. Especially, this clothing shop is exclusive and characterized by the customer who are related with owner. This study approached the view of purchasing process of customer and retail merchandising strategy of the shop.
The findings of this study are as following.
First, this clothing shop is based on the personal relations of patronage of a shop over long periods of time by customers. It means that almost all customers are related with the owner, such as owner's alumni, friend, relatives, and so forth. This relation can be shown in the design or detail reflected the feature and taste of customer, and in discounting the price, purchasing on credit, kindness and service of salesperson, and comfortable atmosphere of the shop.
Second, the characteristics of customer are very clear. Most of them belong to the upper-middle or lower-high class and housewives not having a job. They are conservative and show the authoritative manner in purchasing process. They are not interested in prices but in the elegance and good quality. They deeply believe that clothing is the symbol of their status so they purchase the clothing every season. This may be categorized by the class distinction.
Third, this shop is not only a fashion shop. It is used as a meeting place and a 'space' of spending the leisure. As a Social space, this shop offers both owner and custoner an opportunity to extend their network and enhance their images. As a space of conspicous consumption and that of exchanging information, It is used as a diverse space. These functions remind us of the historic importance of the 'market-place' as a meeting-place, a site of communication and social exchange.
As a result, I saw that the exclusive women's fashion shop played a different role. Except for retailing the clothes, many 'spacial' functions and services contributed to preservation and extention of customer. Even though customers are limited to the upper-middle class my conclusion is that the characteristics of customer of this shop is a feature of Korean Culture.
In the current context, clothing is more than symbolic goods. It means that clothing is a complex goods related to purchasing, consuming, and other social activities. It is necessary to take this into consideration on the study of clothing behavior.
Key words : customer, purchasing process,
retail merchandising strategy, space, function
class distinction, clothing behavior

키워드

의복구매,   판매전략,   의복의생산