Apparel companies trying to restore their reputations
A number of domestic clothes companies, such as Ompharoso, Hangten, and Bang Bang that once faced financial difficulties during the IMF recession have tried to restore their past reputations, altering their brand logos, concepts, and designs.
In particular, these companies expect that it would be effective in recapturing their market share in the clothes market by adding freshness and publicity-pursuing images. A source of the companies said, “The value of our new brand products has been increasing.” One of the companies, Ompharoso, well-known for its commercial song ‘I wanna be wind and a river’ prior to the IMF recession, was actually curved down during the period.
However, the brand value of the companies has been slightly restored after their brand images and logos were altered, targeting teens and twenties. Another company, Hangten, is concentrating its sales target on customers in their twenties and thirties, adjusting product sales prices downward. It is now analyzed as one of the factors that brand value increases. According to a source, sales last year increased by 2% compared to 2004.
One another company, Bang Bang, that once shared a large part of the domestic clothing market is increasingly resuming its share of the domestic market. According to Mega Mart, sales of the Bang Bang outlet in the retailing market was up 25% compared to 2004, and up 31% in Lotte Department Store.
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 / 입력시간: 2006. 03.01. 09:05
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