Abstract
The purpose of the current study is to analyze the counter-strategies to launch of global SPA brands into Korea market. For the purpose of the study, operation of the global SPA brands and Korean SPA brands were researched and the related regulations were reviewed. The counter-strategies to respond to the growth of global SPA brands are summarized as fellows:fashion industries in Korea should realize and understand the changes in market environment,Korean fashion industries have to train professionals to produce better strategies, Innovation and creation are needed in entire business system, and Korean fashion industries need to set the vision to extend to foreign countries. The strategies to respond to the changes in fashion market environment are summarized as fellows: professionals in fashion industries need to train, domestic companies in Korea should collaborate to create better result, the financial system related to fashion industries should be developed, the support to the new business form should be reinforced, leadership is needed,and the support for overseas market expansion should be increased.
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