South Korea was first introduced to high-end brands in the 1990s. Since that time, a great interest in high-end merchandises, or myungpoom, and foreign products, called waejae, has developed. Even with the strong taste for fashion products from Europe and America, a brand founded by a girl born and raised in Korea, Sang A, is recognized as a myungpoom in Korea. This new high-end brand is also famous for its designer handbags in America and is quite successful in both states.
What Women Want Creation of A Luxury Brand Case Study Solution
In a comparative study of Sang A and the internationally well-known high-end brand Jimmy Choo using literary research, Internet research, field research, and interviews with Sang A bag consumers, I identified several key aspects of success for both brands: niche market targeting, storytelling, a 'starving approach,' high costs but accessible reductions, thorough management of distribution channels, and image-making through star power. This informative article implicates that Korean consumers have complicated want that go beyond simply desiring foreign goods.
PUBLICATION DATE: March 15, 2014 PRODUCT #: BH598-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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