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중국 상해 패션 시장의 특성과 한국 패션 브랜드의 경쟁력 분석

Author
김현수, 이연희, 이지연
Journal Title
복식문화연구
Publication Year
2017
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Summary

This study analyzes the characteristics of the Shanghai fashion market in China and the competitiveness of Korean fashion brands. Shanghai consumers are open to international brands and prefer novelty in fashion, and Korean fashion brands have the strength to satisfy Shanghai consumers with excellent product planning and sensory design. However, there are threats such as low brand recognition, lack of localization ability in the Chinese market, and fierce competition.

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