A STUDY ON THE MARKETING STRUCTURE OF THE FASHION GOODS.

-FOCUS ON WOMEN CLOTHES-

By Shim Kyu Hea.(Department of Clothing & Textiles. Graduate School, Sungshin Women's University)

The Fashion Industry, which is confronted with a turning point, has been taken much pains by the strategic management, brand improvement, the target-renovation, and the increment of sale quantity.

The great deal of problems are lied in not only the enlargement of these external forms but also the understanding of customers, the consumption of stored goods, and the exlargement of ready-made clothes popularization in internal forms.

The strategy of an enterprise especilly lies in the first consideration of customers, that is, the stage of the marketing more than the stage of the marketing-conventional production.

In order provide the quality of the goods and the fashion at the same time, the special technology and the understanding of the goods are a necessory conclusion for the organizable activities.

The Marketing is defined of the process that the goods progress from a makers to a customer, the function of the Marketing is the specialized activities which are accomplished in the process of the marketing. The structure of the Marketing has a mutual relations between the instituations of the Marketing Society. The progress of the Marketing is in accomplishing the Marketing activities.

The contest of this study is concerned with marketing trade of the goods in the center of women clothes, concernded with the programs and method of improvement occuring in the center of marketing channels and the marketing mechanism which are really composed of the marketing system.

This study-method lies in finding both a theory and a phenomenon through references and various kind of media, and lies in explaining both a structure and a situation of the fashion-goods by taking advantage of the informations which are obtained through interview with specialists.

At the present day, Marketing is divided into three sections; department stores, conventional marketing, an agency of famous makers. The ready-made clothes of which have been improved since 1970. In spite of the great deal of increment is quantity under the situations of above turning point. The financial expense of the marketing structure needs the higher degree caused by the small domestic-market and deficency of the product system in planning fields. therefore, the problems of marketing structure of the fashion goods in the center of the marketing mechanism and marketing channels are as follows.

1. Small size of the management of marketing agency.

2. Complexity of the marketing channels.

3. Disturbance of the marketing order and differentiation of the marketing agency.

4. the underdevelopment of the trade conditions and the commercial customs.

5. The insufficiency of the marketing fuctions.

6. The deficiency of the marketing activities of makers.

It is necessary to specialize and subdivide for the improvement of our fashion goods in future. In these processes, the process of marketing is entirely necessary, and the improvement of underdeveloped marketing process is necessary. Accordingly, the modernization of marketing industry has more important in the improvement of Fashion industry-structure. Therefore.

1. The necessity of both the organization and the specialization of manufactures.

2. The establishment of the demand-expectation.

3. The restablishment of perpendicular group in the product and supply.

4. The trade-modernization.

5. Rearning of specialists and special knowledgement in an employes of marketing industry.

If the marketing structure of the fashion goods be improved by the above items. It would be able to pratice a resonable marketing activities and to form the type of efficient system which can deduce the fashion industry generalization, however many difficult problems for marketing structure-modernization are existed.