Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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A Study on Omni-Channel Strategy in Fashion Industry

패션산업에서 옴니채널 전략에 관한 탐색적 연구

  • Kim, SaeEun (Dept. of Fashion Business, Graduate School, Keimyung University) ;
  • Kim, MunYoung (Dept. of Fashion Marketing University)
  • 김세은 (계명대학교 일반 대학원 패션비즈니스학과) ;
  • 김문영 (계명대학교 패션마케팅학과)
  • Received : 2016.09.23
  • Accepted : 2017.01.13
  • Published : 2017.01.31
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Abstract

The current new distribution environment provides the consumers to shop at anytime and any places by using mobile appliances. So, the companies which run the offline-store increase the contact point with the consumer by launching not only online-store but also the mobile application (app). Moreover, they are trying to operate the Omni-channel shopping environment. In order for this research to draw the direction of 'the Omni-Channel Strategy', which is about the changed distribution environment of the domestic fashion enterprise, the following steps were performed. First of all, the term related to 'Omni-Channel' is defined. And then, Example of the 'Omni-Channel' strategy and 'O2O' business in the domestic distributior were researched. Lastly, present condition of the 'Omni-Channel' strategy case of the domestic fashion industry was researched. At the result, the online-stores usually have several brands which can not represent their identities. It is suggested that each online-store according to each brand has their own characteristic identity. And The Omni-Channel strategy of the domestic fashion enterprise that is needed the connection point connecting the on-line and off-line. It is able to allure the customer to the off-line-store.

Keywords

References

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