Abstract
The aim of this study is to investigate the characteristics of the online distribution operations of the rising fashion designers that are starting their own fashion brand. For this purpose, this study surveyed 66 fashion designer brands that started less than 5 years before July 2017. The results were as follows. First, 80.3% of rising designer brands possessed their own website (or own online shopping mall). The amount of online distribution of each brand cooperates at 3 to 5 was the largest and constituted 37.9%. The earlier the start-up year, the greater the number of online distribution channels. Second, difficulties involved in managing on online distribution channels were ordered, from highest to lowest, as follows: promotionmobile mall linking and managementconnection and relationship with merchandise directorcustomer service and maintenancemarketing (pricing, inventory management)goods registrationlookbook making, methods of entering the online distribution channel, goods photo shoots, goods description page makingmerchandise competence. And the difficulties in management of online distribution channels were differentiated by the founders
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