<Fashion Market Analysis> in Seoul Women’s University, 2019
Women’s Career Style Fashion Market Analysis
This project was part of a team assignment in the <Fashion Market Analysis> course during the second semester of my first year, focusing on the 'Women's Career Style Fashion Market' in South Korea. I conducted an in-depth study centred around three major brands: 'TIME', 'SHESMISS', and 'DINT'. Including trends in the Korean fashion market and women's career style fashion market, I analysed each brand's market positioning, target audience, pricing policy, and marketing strategies to gain a deep understanding of the competitive structure and market trends within the fashion industry.
Through this project, I deeply understood the complexities of the women's career market and the importance of market analysis. I recognised the sensitivity of the fashion market to seasonal and economic changes and learned how each brand had established its position in the market through differentiated strategies.
For example, 'TIME' maintained a high-end policy with luxurious materials and designs, offering high value and suggesting suitable styles for different TPOs (Time, Place, Occasion) through its various collections. In contrast, 'SHESMISS' and 'DINT' targeted a broader customer base with mid to low-range pricing policies. 'SHESMISS' emphasised a modern contemporary mood and operated accessible flagship stores targeting young career women. 'DINT' was branded with the concept of 'Double Income, No Time', targeting professional women with busy lives, providing a range of styles from formal to casual wear.
Additionally, I learned about the importance of digital marketing and how brands were adapting to the expansion of the online market. The use of social media marketing played a crucial role, especially how 'SHESMISS' had successfully enhanced brand recognition through innovative marketing strategies, highlighting the importance of marketing strategies in the digital age.
Executing this project allowed me to experience the importance of data-driven decision-making, analytical thinking, and strategic planning, which would be valuable assets in my future learning and career development. This learning contributed significantly to developing the necessary skills and knowledge for a future expert in the fashion industry.
Project Outcome
You can see the learning outcome through this file. Unfortunately, only the Korean version is available.