Abstract
This study analyzes the conditions and products of internet shopping malls that sell natural dyeing products. In this study, 98 natural dyeing internet shopping malls were selected. The results of this study are as follows. The locations of the internet shopping malls were Gyeonggi-do, Seoul, Jeollanam-do, Gyeongsangbuk-do, Gwang-ju (city), Daegu (city), Busan (city), Gyeongsangnam-do, and Jeju-do. The most frequent dyes of the natural dyeing products were loess, followed by charcoal, indigo, and persimmon. Indigo was most frequently used in Seoul, with loess and charcoal most frequent in Gyeonggi-do. Persimmon, indigo, loess, and charcoal were mainly used in Jeollanam-do, with persimmon and loess in the Gyeongsangbuk-do, and persimmon in Jeju-do. The highest ordered product categories were accessories, followed by adult clothing, interior decoration products, and bedding. The most frequent products were bedclothes, followed by scarves, female shirts, blouses, pillows, female jackets, and vests. Regarding the price of products, 150,000-200,000 won was the highest for the Saenghwal Hanbok, with 10,000-30,000 won for underwear, 30,000-60,000 won for accessories, and 100,000-150,000 won for bedding. Concerning product information, 58.2% of internet shopping malls offer the product size and almost half of them did not show the properties or directions for handling the product. Based on the research results, the problems of the conditions and products of natural dyeing internet shopping mall were derived. The results show that the natural dyes of internet shopping malls lacked regional symbolism, the products were not specialized, and product information was not fully offered to consumers. To solve these problems, the strategies for marketing the promotion of the natural dyeing internet shopping mall were, ‘Using natural dyes from local resources’, ‘Market oriented and specialized item design’, and ‘Offer right product information’.