SPA브랜드 선두기업, 더베이직하우스의 중국시장 성공전략

초록

This study explores the key success factors of 'THE BASIC HOUSE,' acclaimed as a prominent Korean SPA (Speciality Store Retailer of Private Label Apparel) pioneer, and delineates its successful penetration strategy into China. Since its first launching in Busan, Korea in September, 2000, THE BASIC HOUSE has tried to position itself as a global fashion leader by leveraging its savvy operation capability as an SPA. In order to achieve this goal, it has established a vision of globalization since its inception and strategically responded to changes in the business environment. Capitalizing on its outstanding performance in the Korean market, THE BASIC HOUSE has aggressively expanded into the global market, including Eastern Europe, Middle East and Asia. In particular, its great success in China necessitates the investigation of its rapid expansion and efficient operation strategy in the Chinese apparel industry. The key success factors of THE　BASIC HOUSE　include its unique corporate culture of nurturing challenge spirit, the capacity of setting up new market trends and upgrading its brand image with agility, and the CEO's strong commitment to globalization. This study provides managerial implications and insights to firms in the planning process of expanding into global markets.

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