한·미 패션유통업체의 PB상품 개발전략 비교 연구 : 백화점을 중심으로 focusing on department stores = A Comparative Study of Private Brand Goods Development Strategies in the Korean·American Fashion Distribution Enterprises

다국어 초록 (Multilingual Abstract)

The department stores in. our country face new phase that they have to enhance the selling profit in terms of management by providing a high quality of fashion product and service for consumers. But up to now they have adopted a buying system, not a consignment fee system.
Thus. the problem is emerging urgently to set up the new fashion system. As a means for this. it requires the development of PB, and marketing strategy in the long-term viewpoint.
In the light, this paper made a comparison of the strategies between Korean and American department stores to help heighten the competitiveness of product in our department stores, which results are as follows.
·It is necessary to transfer from a unit-centered development to total item development
·It is necessary to develop the various concept product
·It is urgently needed to develop Korean-style PB product
·Pursuit is required to meet the consumers' susceptible satisfaction by developing the consumer-minded concept product
·Suggestion of reasonable price
·High quality comparable to NB(national brand) is required
·The accumulation of investigation and analysis data on consumers' behaviors
·The enhancement of managers' mind to develop PB and will to invest
·It requires the securement and cultivation of professional personnels