EIB Test April 2008 | Page 178

Cultural strategy Korea is the middle point between China and Japan, and young generations in Korea are sensitive about the trends. For those young people, The Dresser will be perfect solution. Furthermore, many of the young people think that brand products are much better than regular one. Sometimes, they believe that expensive brand products representative person’s social class. Thus, The Dresser in Korea will more focus on brand products rental services including formal dress rental. The Dresser will offer different kinds of famous brand products in inexpensive price, so young people can enjoy The Dresser’s service. 3. Taipei, Taiwan Characteristic  Capital city of Taiwan  Easy to handle the administration procedures.  Big shopping center and high class shops  A large number of the floating population Cultural strategy The Dresser opened Taiwan branch at Taipei that has the enough possibility to expand market in Asia. Taiwan people have attention to the professional image more and more, and they want to get some professional advice when they choose clothe. On the other hand, Taiwan clothes market has become increasingly prices and people want to save money; however, they still want to wearer premium clothes. Therefore, rental clothes service industry is gaining popularity. The Dresser will offer some traditional items that usually need at special days like wedding and New Year’s day to adjust Taiwan culture. For example, The Dresser in Taiwan increase cloths of Taiwan’s traditional costumes and diversified party dress that let customers has more choices.