A Presentation of DOOTA s Company Profile and Its Successful Case 2012. 11. 16 Doosan Tower Corp.
Contents ❶ Company Profile of DOOTA - current condition, vision and management philosophy, awards, concept, target, and brand ❷ Successful Case of DOOTA - Success factors of DOOTA as a fashion speciality mall ❸ Marketing and overseas business for DOOTA visitors - marketing activities for tourists, tourist status, the details relevant to future entrance to Taiwan
Current condition 1 The best fashion mall in Korea that pursues Fast & First Fashion 2 Low Price, High Quality, and Design Power 3 A global market place extending around the world 4 SOHO in Korea where designers taking the lead of Korean fashion with creativity
Current condition Business area business status number of shops representative 33,000m2 (B2~8F) Fashion Specialty Mall 512 Seung Bum Lee
Current condition a landmark of Seoul Convenient loca tion and one-st op shopping a hub of traffic A global shopping spot that 50,000 individuals(20 million a year) and 5 million foreigners a year visit large and con venient parki ng space pleasant cult ural and resti ng space a variety of a menities
Vision and management philosophy A company that provides customers with the highest happiness A company with creativity and a spirit of challenge A company that Create new values
Awards 1999 Economist Good Buy - The Year s Best Product Recommended by Consumers Awarded Korea Distribution Award(specialty shop) by Maeil Business Newspaper/Chamber of Commerce & Industry 2000 Awarded the Millennium Top Brand by Sports Seoul / First Half Year Consumers Best Prize awarded by Hankyung(fashion distribution shop) Awarded the Grand Prize of Korea Brand Stars 2001 Grand Prize of Korea Brand Stars in the first half year / Consumers Grand Prize awarded by Sports Today 2002 Best Marketing Prize of New Market Cultivating awarded by Seoul Economic 2003 Biggest Hit selected by Financial News / Best Product of Customer Satisfaction selected by Sports Chosun 2004 Biggest Hit selected by Sports Seoul / Fn Top Pride 2006 Best Prize of the 16th Korea Textile Fashion(distribution) Best Prize of Korea Distribution Award(specialty shop) / Best Prize of Korea Brand Award(fashion mall) 2008 08 Super Brand selected by the Institute for Industrial Policy Studies / Biggest Hit selected by Maeil Business Newspaper 2009 Prime Minister s Award for the Excellent Brand, the 23rd Day of Textiles(men of national merit) Best Prize of Customer Service, the 14th Korea Distribution Award 2010 Best Prize of Korea Distribution Award(complex shopping street) 2011 National Certification of an Excellent Shopping Center awarded by Korea Tourism Organization Best Prize of the 1st Korea Fashion 100 Years Award(fashion distribution center) awarded by Korea Fashion Association
Growth process With the latest, trendy fashion, reasonable price and high quality, advanced management system, and consistent investment and change, TOOTA has grown into the top fashion speciality mall in Korea 1 st ( 99~ 03) 2 nd ( 04~ 08) 3 rd ( 09~present) Grand open Venture Designer Conference Tax Refund System Doota Renewal open Best Shop System Doota.com Renewal open Renewal open a number of designer brands open enhanced food/drink and amenities
Concept & brand Concept Key Word : Fast & First doota! ❶ takes the lead of and presents the latest fashion trends ❷ Design originality ❸ pursues personalities and trends, and presents the life style of Fashionista Brand
Target Target 10 세 AGE Main Target : Sensitive fashion trend-setters 20 세 Sub of 25 to 34 years of age Sub Target : Young customers of 19 to 24 years of age Established Main Advanced 30 세 TASTE : Customers with keen senses, strong personalities and unique styles 40 세 Foreigner
Success factors Fast&First Designer s Brand Power Designer Incubating System Global Marketing Unique VMD& Interior
Success factors 1. Designer s Brand Power Reasonable price and high quality Only in DOOTA design A variety of designer brands
Success factors 1. Designer s Brand Power Designer Gallery : More than 40 domestic top designer brands on the 1st floor; Design Originality
Success factors 1. Designer s Brand Power Men s Designer Zone : Designer Zone for men s wear on the 4th floor; for men up to date with the latest trend
Success factors 1. Designer s Brand Power DOOCHE : More than 40 emerging designers zone on the 1st basement floor; designers of originality creativity
Success factors 2. Designer Incubating System Venture Designer Conference A system to train emerging designers as experience ones through Dooche Designer Gallery course Dooche Venture Designer Conference Designer Gallery
Success factors 2. Designer Incubating System The 14th year of the open field for emerging designers More than 300 designers participate every year, and 130 outstanding designers have been turned out Opportunities of opening a Dooche shop and studying abroad given to winners
Success factors 2. Designer Incubating System A combined term of DOOTA + CHALLENGE that represents the core of young and promising venture designers with zeal for fashion, originality, strong personality, and keen senses
Success factors 3. Global Marketing Strategy Doota Welcome Kit Promotion The Welcome Kit that contains Korean brand products given to foreign customers To attract more foreign visitors and distribute Korean waves
Success factors 3. Global Marketing Strategy SNS Marketing: global target marketing activity by means of blogs, FaceBook, twitters, and YouTube
Success factors 3. Global Marketing Strategy Participation in abroad exhibitions: support for designer brands to break into global markets Exhibitions to participate in : Magic Show, CHIC, Preview in Shanghai, LA fashion Week
Success factors 4. Unique VMD, Interior The interior and VMD that reflect the unique concept and identity of DOOTA provide customers with FUN of shopping
Success factors 4. Unique VMD, Interior The interior and VMD that reflect the unique concept and identity of DOOTA provide customers with FUN of shopping
Vision of DOOTA To enhance the position as a role model of fashion speciality mall by strengthening the design power and growing into a global brand Strengthenin g the design power Global Brand A role model of fashion speciality mall
Marketing activities for tourists Welcome Kit Global Etiquette Campaign Tax Refund Translator Service Shuttle Bus Homepage Guide Book Global Market Place DOOTA tourism-relat ed institutio ns affiliated
Place to shop preferred by Taiwanese tourists Q. Where is the most preferred place to shop? 59.3 [ 2011 International Visitor Survey, Ministry of Culture, Sports and Tourism] 38 42.1 37.4 23.5 19.9 11.7 7.8 4.5 1.6 Myeng-dong Airport dutyfree shop Small shops Dongdaemun Department store Downtown duty-free shop Mart Namdaemun insa-dong Itaewon Taiwanese tourists compared to other countries tend to prefer to shop most frequently in Dongdaemun, whose reason is considered that they prefer products of reasonable prices based on understanding about Korean design and fashion.
The status of Doota tourists Percentage of foreign tourists visiting Korea ( 11) Percentage of foreign tourists visiting Doota ( 11) 37.4 [ 2011 International Visitor Survey, Ministry of Culture, Sports and Tourism] 22.3 7.1 4.8 3.1 3.0 Hongkong 4% Southeast Asia & etc 22% China 38% Taiwan 15% Japan 21% As the ratio of Taiwanese and Chinese tourists visiting Korea among other countries has been increasing, marketing activities, strategies for store operations targeting Chinese and Taiwanese customers are focused
Overseas business of Doota Shopping Mall Fashion Brand On-line Export Doota is promoting the overseas business in the Greater China market, the outlook is positive
Advance into Taiwan of Doota Korean Wave Korean Fas hion produ cts preferre d Opportuniti es By strengthening the partnership between Korean and Taiwanese enterprises and building a winwin structure between bilateral industries, hopefully, Korean consumer products and a variety of business content related to distribution and culture will be advanced into Taiwan.
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