百貨店및 브랜드의 마케팅戰略提案을 爲限 영캐주얼 브랜드의 位置分析- L 百貨店을 中心으로 -

Abstract

The purposes of this study were to find out highly market sharing young casual brands, to compare their trends of concept and competition, and to propose orientation of brand concept repositioning and marketing strategies on Department stores. Reference searching method and field searching method were used for this study. The results were as follows: 1. The brands which covered more than 50% market share included <96NY> <EnC> <Nice Clap> <System><On & On> <abf.z> <CC Club> <Zooc> <Tomboy> <A6> <SJ> <Benetton> <EL Soprts> <Ozoc> <Aenok> <X/X> <VoV> <Olive des Olive> <Si> <Koogi>.2. Price range of these brands was from 130,000 to 220,000 won. The brands of upper-moderate price zone included <abf.z> <EnC> <96NY> <X/X> and they were very competitive each other.The brands of moderate price zone included <Nice Clap> <System> <On & On> <CC Club> <Zooc> <Tomboy> <A6> <Benetton> <EL Soprts> <Ozoc> <Aenok> <VoV> <Olive des Olive> and they were also very competitive between them.However, the brands of lower-moderate price zone had lower competition. This price zone might be a good point to launch new brands.3. The main target-age of young casual zone was from 17 to 30 years.The most of brands focused on 21-25 years old, which were higher age targeted before.4. The main concepts of these brands were 'luxury, girlish, sexy' and 'Sportism, lifestyle' were sub-concepts.