_SLIDE_1_
Tommy Hilfiger
_SLIDE_2_
Introduction
& Theories
Promotion
Product & Price
Place (Distribution)
Discussion
_SLIDE_3_
Introduction & Theories
_SLIDE_4_
1985³â ¼³¸³, 1996³â ÇØ¿Ü ÁøÃâ
ÇöÀç ¸ÅÃâ¾×US$ 5.6 ±Ô¸ð( ¾à \ 6Á¶ 4õ¾ï)
¸ÅÃâÀÇ 65%°¡ ÇØ¿Ü¿¡¼ ¹ß»ý (À¯·´½ÃÀå : 45%)
ÁÖ¿ä »óÇ° : shirts, knits, outerwear, denim
±â¾÷¼Ò°³
_SLIDE_5_
¡°Classic American cool¡±
¡°Preppy with twist¡±
25 ~ 45 ¼¼
20 ~ 35 ¼¼
±â¾÷¼Ò°³ (Cont)
_SLIDE_6_
=
Ç¥ÁØÈ
¹ü¼¼°èÀûÀ¸·Î µ¿ÀÏÇÑ ½Ã½ºÅÛÀ» À¯ÁöÇÏ°í
ÇØ¿ÜÀÚȸ»çµéÀÇ È°µ¿À» ÅëÇÕÇÒ ÇÊ¿ä
º»±¹ ½ÃÀå¿¡¼ ÅÃÇß´ø ¸¶ÄÉÆÃÀü·«À»
ÇؿܽÃÀå¿¡¼µµ º¯°æ¾øÀÌ »ç¿ë
ºñ¿ëÀý°¨, ±Ô¸ðÀÇ °æÁ¦¿Í ½Ã³ÊÁöÈ¿°ú,
±â¾÷ ¹× Á¦Ç° À̹ÌÁöÀÇ Á¦°í,
Áú¼ÀÖ´Â ¸¶ÄÉÆà °èȹÀÇ ¼ö¸³°ú ÅëÁ¦ °¡´É
ÀûÀÀÈ
ÇöÁö ½ÃÀå¿©°ÇÀÌ º»±¹°ú »óÀÌÇÒ °æ¿ì,
ÇöÁö ½ÃÀå¿¡¼ÀÇ °æ¿µÀü·«À»¡¦(»ý·«)
1. µÎ»ê°úÀÇ ¶óÀ̼±½º Á¾·á ÈÄ ´ëó ºÎÁ·
2. Àç°í󸮿¡ ÀÇÇÑ ºê·£µå À̹ÌÁö Ç϶ô
3. ÇöÁö À¯Åë¸Á È®Àå ¾î·Á¿ò
4. È÷Æ®»óÇ° °³¹ß ½ÇÆÐ ¹× »çÀÌÁî ¹®Á¦
|
U.S. Jeans Model
More Slimmer-looking Jeans
PRICE & PRODUCT
_SLIDE_18_
Europe T-shirt
U.S T-shirt
Smaller Logos
PRICE & PRODUCT
_SLIDE_19_
Place (Distribution)
_SLIDE_20_
Ex) GAP, COACH
¹Ì±¹ ÀÇ·ùºê·£µåÀÇ À¯·´ÁøÃâ ½ÇÆÐ ¿øÀÎ
_SLIDE_21_
¹Ì±¹ vs À¯·´ ½ÃÀå Distribution Àü·« ºñ±³
_SLIDE_22_
ÃÖ±Ù Tommy Hilfiger
ÇؿܽÃÀå ÁøÃâ Trend
_SLIDE_23_
Discussion
_SLIDE_24_
Question. Licensing or FDI
Discussion
_SLIDE_25_
_SLIDE_26_
1. µÎ»ê°úÀÇ ¶óÀ̼±½º Á¾·á ÈÄ ´ëó ºÎÁ·
2. Àç°í󸮿¡ ÀÇÇÑ ºê·£µå À̹ÌÁö Ç϶ô
3. ÇöÁö À¯Åë¸Á È®Àå ¾î·Á¿ò
4. È÷Æ®»óÇ° °³¹ß ½ÇÆÐ ¹× »çÀÌÁî ¹®Á¦
Çѱ¹ Á÷Á¢ÅõÀÚ ½ÇÆÐ »ç·Ê
_SLIDE_27_
Tommy Hilfiger in Korea
_SLIDE_28_
1. ½ºÇǵå
¸ÅÀå°³¹ßÆÀ µû·Î ¿î¿µ, Á¡Æ÷ ¼±Á¡°³Àå ¼Óµµ ¾Õ¼ ÀÇ»ç °áÁ¤µµ `»¡¸® »¡¸®¡®
ex) Wall mart
2. Çѱ¹È
`¿À°î¶ó¶¼`¡®ºÒ°í±â¹ö°Å` Çѱ¹ÀÎ °Ü³ÉÇÑ »óÇ° °³¹ß, 24½Ã°£ ¿î¿µ ¸ÅÀåµµ ´Ã·Á ex) ·Ôµ¥¸®¾Æ
3. °¨¼º °æ¿µ±î´Ù·Î¿î Çѱ¹¼ÒºñÀÚ ¸ÂÃç °í°´ºÒ¸¸Áö¼ö ¸Å´Þ °ü¸®
ex) ºóÆú
`Çѱ¹½ÃÀå¿¡ ¸Â°Ô ºü¸¥ ÀÇ»ç°áÁ¤À» ÅëÇØ ºü¸£°Ô º¯½ÅÇÏÁö ¾ÊÀ¸¸é `À̸§°ª`¸¸À¸·Î´Â ¹öƼ±â ¾î·Æ´Ù`
Çѱ¹ ÁøÃâ »ýÁ¸ Àü·« Å°¿öµå
_SLIDE_29_
THANK YOU.
_NOTES_1_
1
_NOTES_2_