| Abstract |
| The purpose of this study is to establish a definition of the concept of Korean fashion multi-brand stores and analyzing their business evolution paths. Over 20 professionals have been selected for the study. In-depth interviews were conducted to evaluate related subjects: the concept and evolution of fashion multi-brand stores. The results of the study were summarized as follows: First, the concept of fashion multi-brand store is defined as a cultural shopping space with merchandise selected under consideration of its unique philosophy driven by the professionals. The products in stores are selected and acquired by these professionals via legally approved distribution channels. Second, the stores has evolved through three phases; market entrance phase, growth phase, and highly competitive saturated phase. The first phase is driven solely by the products from high-end designer brands. On the second phase, the emergence of the specialized stores focusing on the specific target customer segments is witnessed. The third phase is when fierce competitions between diverse multi- brand stores are taking place. |
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| Key Words |
| 패션 멀티브랜드 스토어, 개념과 범주, 진화과정, Fashion multi-brand store, Concept and category, Evolution |
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