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Leads to future-oriented fashion distribution with exclusive brands and localization 

Park Jae-yeong, president of Nine Trades


Competitiveness shown by exclusive distribution of foreign famous brands 

Members of Nine Trades incorporated in May 2013 are known as the specialists in the industry who outsourced brand products from foreign sites such as Hong Kong, Italy, US, Thai, etc. and distributed them domestically. At first, it was the job of importing famous brand products in parallel from overseas and supplying them to domestic department stores and multi-shops in B2B form. Then, feeling the limitations in parallel import market in the form of bulk order and sales, he sought to engage in marketing the brands in person and unique long-run business. As the best alternative, he pushed forward a franchise (exclusive agency) business from November 2013, signed the sole selling rights with brands in the highest name recognition on the spot of Italy this April, and entered into domestic distribution of 2014 S/S products in June. Currently, he has secured franchise with famous brands in four countries in a larger scope while another brand is to be signed in July. According to Nine Trades, the biggest merit of the current operating system is ¡®the trade mark rights inaccessible for parallel import and direct feedback from its head office.¡¯ It is the way of using the contract that can proceed with on/offline and B2B business through the existing well-established network. In this way, the company can distribute exclusively in a wider market through diverse buyers and cope in time with the rapidly changing fashion market. Another merit is that by feedback with the brand¡¯s head office overseas, they can set a localization strategy for accepting elements likely to be preferred by domestic consumers. Currently, the company launched the underwear of DSQUARED2 brand, which has many manias and high name recognition for blue jeans and sneakers, and it is domestically the first case of exclusive contract signed by Nine Trades. By over 80% products excluding Men¡¯s Basic line being all ¡®made in Italy,¡¯ the company can save the imported cost using the customs duties regulation from their long experience of overseas distribution. This means while maintaining good quality, prices can be placed similar to brand underwear mass-produced with low labor costs in developing countries, such as Southeast Asia, China, etc., with high competitiveness.            


Will manufacture products reflecting our design from next year season 

Currently, for DSQUARED2 underwear dealt in by Nine Trades, sales campaign and collection are held on the site in March and July, 6 months earlier than F/W and S/S products are launched. At this time, he enters into order through reviewing data and sampling. The products finish off production 3-5 months later than the point of ordering and if importing in this period of time, the company can receive delivery from the shipping department at head office within 5 days. With a sample supplied in advance of domestic storage in warehouse, marketing goes on through diverse channels with the concepts suited to each season. This year, he is going to show around 170 kinds summing up the brands for both seasons. For Men¡¯s line, it consists of casual Basic line and Collection line shown by the runway, while dealing in T-shirts in the design of emphasizing brand recognition. Women¡¯s line chiefly consists of sporty and casual underwear and sexy design. With main customers expected to be men in their 20¡¯s and 30¡¯s chiefly wearing drawers design, they are said to be carrying on with stealth marketing. Besides, show and order with an MD of a department store is starting from 2015 S/S season while beachwear to be imported following the underwear.  Also, through market research, they are presenting the design and fits suited for Korean¡¯s taste to the head office in Italy. ¡°Korean consumers prefer design to cover or emphasize the drawback of the body. So about 20% of the products will be a ¡®Korean fit¡¯ for circulation only in Korea on the earth.¡±

This means that from 2015 S/S season, we will be able to purchase the underwear of DSQUARED2 manufactured with the design provided by Nine Trade. This year, they are going to solidify brand recognition and network through social and viral marketing with a plan for an exclusive select shop composed of 4 kinds of European luxury underwear after being accommodated by a department store and select shop. Since this select shop is going to sell diverse categories to match underwear and accessories, it is expected to increase the span of choice suited for the customer¡¯s individuality following the exclusive distribution.                             




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