국내·외 한정판 스니커즈 리셀 플랫폼 현황 및 전략 분석

정 다 현·정 경 희*

전남대학교 의류학과, *전남대학교 의류학과·전남대학교 생활과학연구소

Analyzing the status and strategies of domestic

and overseas limited edition sneakers resale platforms

Da-Hyeon Jeong·Kyung-Hee Chung*

Dept. of Clothing & Textiles, Chonnam National University

Dept. of Clothing & Textiles and Research Institute for Human Ecology Chonnam National University

Abstract

The purpose of this study is to derive the requirements and core strategies for building a competitive resale platform by comparing and analyzing the service characteristics provided by each platform targeting domestic and foreign resale platforms. The research method combines theoretical research and empirical research. First, in the theoretical study, the limited edition MZ generation, the resale phenomenon, and the formation background and elements of the resale platform are considered, focusing on previous studies and related literatures. And in the empirical study, we analyze at the current status and service of domestic and foreign sneaker resale platforms, and the elements that attract the interest of the MZ generation. As a result of analyzing the resale platform, the strategy of each platform could be summarized as differentiated resale process according to the type of resale platform, product information and service characterization considering users, community building and event holding through multi-directional communication. The above research is meaningful in that it provides basic data for establishing a consumer-oriented resale platform and deriving a strategy, and can serve as a basis for consumer research and related research on limited edition fashion products and resale services.

Key words: sneakers, resale, platform, service strategy

*교신저자: 정경희(pinkdonald@naver.com)

최종파일 업로드 시, 위의 인적사항(첫 페이지 포함)을 포함하여 최종 수정본을 하나의 파일로 제출해 주시길 바랍니다.

논문제목

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글씨크기: 16pt, 진하게

저자 서명

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글씨크기: 11pt, 진하게

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소속

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글씨크기: 9pt

Article title

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글씨크기: 12.5pt, 진하게

비고: 국문 논문일 경우 영문 제목을 함께 작성해 주시고 첫 글자만 대문자로 표기해 주시기 바랍니다.

Author

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Affiliation(s)

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글씨크기: 9pt

비고: 기울임

교신저자

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글씨크기: 8pt

비고: 성명(이메일)