KIMONO (TRADITIONAL JAPANESE DRESS) AS LUXURY CLOTHING
Global Marketing Conference
2014 Global Marketing Conference at Singapore
(2014.07)
pp.1002-1007
pp.1002-1007
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
Following the postwar trend toward wearing kimono, Japanese kimono shops and department stores became reluctant to carry the newer prêt-à-porter kimono because of their low margins. As a result, the diffusion of kimono was obstructed. Therefore, kimono manufacturers should open their own retail shops as soon as possible.
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