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.