Expanding Korean Clothing into the European Market - Admission/Application Essay Example

Admissions’ Documents Project Proposal Proposal ment The aim of this project is to expand Korean clothing into the European market. Since the fashion industry in Korea is declining, alternatives need to be sought. My research interests are to understand the European market and ascertain the interests concerning the Korean fashion. This research will help the small and the large Korean entrepreneurs to understand the European market and to develop strategies before starting their exporting businesses. Research Goal 1. Analyse the marketability of the Korean brands in the United Kingdom (U.K.) I will observe the trends of the Korean brand market in the U.K. as a case study, such as: Orion, Mina, Happy, and Darimiya which have concession brands at TOPSHOP. This will enable me to observe which factors may be taken into consideration to establish new trends in the market. I will survey the customers from the business’ inception and seek information to develop business strategies from a customer satisfaction point of view. I will investigate the connection between the Korean international brands and the Korean industry and find out how these brands were established. Especially concerning the Dong-dae-moon system, a fashion industrial site in Korea. This will encourage new formation brands. The outcomes of this research will ascertain if the Korean garment may be exposed on an international basis and what the consumers are interested in. 2. Analyse the competition. I will analyse the Asian competition in the U.K. This will entail the: Classic Marketing Ps-Product; location; price; promotion; what successful strategies have been used to expand within the market; the size of the competition; market growth rates; market profitability; distribution methods; marketing strategies; and, identify the national perception. 3. Assess research. 4. Design the marketing strategy for Korean product import into the U.K. Introduction The Korean fashion industry may be described as the sandwich phenomenon between China and Japan. The majority of the Korean textile market has already been taken by China and India. By maintaining the same fashion business structure in Korea, such as the (state name of acronym) (OEM) manufacturer and means of exportation, the competition with it will not be a successful one in the same field. It will be necessary to change the designs of products and/or develop new marketing strategies. An improvement in the business skills to develop global clothing brands is a must and a need. Firstly, my plan is to research the processes used by the small Korean garment businesses and secondly, I will research the competition, and based on the findings develop strategies that will enhance the procedure of exporting from Korea. Methodology For the Korean brands in the U.K., I will do a qualitative marketing research. I will develop an online and offline questionnaire, and interview the focus groups wholesalers and/or retailers. This will enhance my research by identifying what motivates the consumers´ trends in purchasing specific products. For the Asian brands in the U.K., I will identify the competitors by surveying them, collect data, analyse it, and interpret it to make suggestions and develop a Plan of Action for the importing business; research the Classic Marketing Ps – Product; location, price, and promotion. Personal Statement – Editing (within 1000 words) To whom it may concern: I am applying to your ____________ post graduate programme at __________ University. I graduated from the Kei-Myung University in Dae-gu, where they have developed a textile industry and have cohorts with other institutes to train students in this area. As a student I partook in design competitions. I planned and developed my own designs and directed the fashion shows to feature my work. I am applying to the _______ University where I will gain the academic knowledge and be able to further enhance the Korean fashion abroad. This is my area of interest, to be able to export goods from Korea into the European market. Upon ending my undergraduate degree I worked for a women´s wear fashion brand in the Samdo Corporation for two years. I was a designer for Miss Sixty. I was involved in team work and made decisions concerning buying products. This gave me the insights of being able to put into practice that which I learned academically for import purposes. At _______ (name of company), 50% of the products were imported and the rest were designed by us, so as to promote the Asian interest in purchasing. As a designer, I needed to go into the following designing stages and develop interests for the next season. By working with the brand products, gave me a sense of designing and developing new trends in fashion. I also worked in the visual merchandising department, working alongside with mass media professionals for the exposure of the fashion products. This led me to acquire experiences in the fashion market as a process, as well as, developing approaches to reach customers and market the product via television sponsorships. My interest in the international fashion export from Korea to the U.K. has augmented as I continue to study English in the U.K., focused on the process of the garment business between Europe and Asia. This gives me the international perspective to follow within my interests in academia. I started to work for a new brand, Orion. This brand is in demand in Europe and in the United States of America (USA). I am responsible for multi-tasks in this company. I negotiate with wholesalers, I distribute different styles to different shops, I control stock, and I am in charge of the fashion displays in the store. Due to the fact that I have worked in the fashion industry in clothes companies in London I understand the market and I realise that there is room for more international input. There are several Korean brands in London that have been obtaining success in their businesses. This leads me to believe that there is room for more businesses to be developed, using strategic methods, that I will obtain from the experts from your higher education program and experts in the field of fashion design, and further develop business proposals for the Korean fashion exportation interests. I am interested in investigating the effects of the fast-moving changes in fashion, such as new fabric technology, (write out the acronym) (IT) industry and textiles production. I am also interested in promoting the Korean products and textiles compared to the current competitive market. By being part of your higher education institution, I will have the opportunity to broaden my knowledge in the field of fashion. I will be able to work with my professors who are experts in the field and I will be able to work with my fellow graduates as a team member in assigned tasks. Upon graduation, my intention is to work in the international fashion market between Korea and other countries, to increase the development of the garment business in identified areas. It is, therefore, that I wish to study at (write the name of the acronym) (LCF). Sincerely, Baek, Mi-Kyung Graduate Applicant To whom it may concern: I am delighted to recommend Ms. Mi-Kyung Baek to (write the name of the university) (LCF). I have known Ms. Baek since her arrival to Orion, August, 2006. She has always been a very enthusiastic person, who has a clear insight into the way the fashion industry operates. I have found her to have an excellent fashion sense, which is why she has been placed in charge of several of Orion´s projects. She plays an important role in the product selection, assists with the distribution of garments from the manufacturer to the store, arranges the products in the shops, and collects our customer´s feedback. Ms. Baek is also happy to work in other supportive roles and is an excellent team-worker. She shows excellent initiative and she has become a very important member of Orion. I admire and value her personal skills and sincerely appreciate the work she has done for Orion. I sincerely believe her personal skills will help make her an excellent graduate student. She has shown herself to be a hardworking, thorough and enthusiastic worker who has the potential to succeed in the fashion business. I truly hope that you are able to offer her a place in your higher education institution so that she might come to realise her ambitions. Yours sincerely, Name (Position name) Orion Read More