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Journal of the Korean Home Economics Association 2002;40(10):113-121.
패션제품의 깊이가 매출액에 미치는 영향에 관한 연구
Effect of the Depth of Fashion Product Line on Sales
곽영식, 이진화
서울대학교 생활과학연구소
ABSTRACT
The purpose of this study was to investigate the effect of the depth of fashion product line on sales. The depth of the fashion product line was defined as the variety of style, color, and size in the outwear line for this study. Data were collected from the 98 brands in 4 department stores located in Seoul and Pusan. The result showed the significant impact of the variety of the outwear style on sales. Even after controlling the effect of advertising and the level of price in each brand, significant effect of the variety of outwear style were noticed on sales.
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