The key of success at Dongdaemun: A Case study of Shadow.Korea

• Main Authors: Chien-Wen Chen, 陳建文
• Other Authors: Tzu-Chuan Chou
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4775en

碩士 === 國立臺灣科技大學 === 管理學院MBA === 106 === In the "K-POP" culture created by idol groups and Korean TV series, Korea has become a pioneer in leading Asian fashion trends. Dongdaemun Wholesale Area, South Korea, business hours from 8:00 pm to 5:00 the next morning, as long as the goods can be sold within 24 hours of the sale of fast fashion apparel sales, is currently the largest wholesale mall in Asia, Shadow. The head of Shadow.Korea, Black, mastered such a feature and succeeded in starting a business. This article uses a case study method, and regards Shadow.Korea as a successful model for youth entrepreneurship. Based on the analysis of business models, this study explores how the retail street vendor located in a shopping district of the mid-south part of Taiwan established Korean apparel sales model successfully by mastering McFashion, formulating purchase strategies, creating their own brands, and operating social media marketing, and then transformed from a street vendor into a store business, expanded its store into a flagship store, and reached an annual turnover of NTD 10 million.