An in-depth look at how UK fashion companies can use technology to duplicate the online success of Korean fashion firms.
Written in 2006; 11,800 words; 33 sources; MLA; $ 229.95
Paper Summary:
This paper discusses the increasing importance being given by the fashion industry to the Internet as a more cost-efficient and higher yielding business platform. According to the paper, fashion is the latest type of industry to discover the overwhelming advantages of marketing products or services online, which seemed unlikely at the start because of the nature of this business. The paper goes on to discuss how it is logical to think that nothing can replace the social experience of feeling the fabric of clothes and trying them on for size and style when one goes shopping offline. The paper reports that the Internet altered this view, such that apparel and accessories have become the largest product online category with $15.2 billion sales yearly in the US alone.
Outline:
Abstract
1. Introduction
i. Research Background
ii. Aim
iii. Objectives
2. Literature Review
2.a. Spread of the Internet
2.b. Online Benefits
2.c. Fashion Industry Profile
2.d. Fashion Moves Online
2.e. UK Fashion Industry
2.f. Making Internet Marketing Work
2.g. Elements of a Successful e-Marketing Plan
2.h. Solutions & Services
2.i. Internet Security
2.j. Online Success of Korean Firms
3. Research Methodology
4. Conclusion
From the Paper:
"Most software companies in Korea do not have their own distribution channels, so they pay as much as 40 percent commission to the distributors of their products, which is a major handicap in a competitive environment. The Korean government came to the rescue by putting up the software cybermall in 1998. This Internet shopping mall, which is linked to the websites of online vendors, provides companies with product demonstrations and the capability to purchase products electronically. The Korean Fashion Association complements the government's effort with its own website, which was redesigned in 2007 to offer more updated news on the industry, profiling its members, and featuring a banner of advertisements. It also sponsors workshops, seminars and training courses for designers and managers of fashion houses. "
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