Lifestyle Merchandising and Brand Management

GiHyung Kim , YoungJee Suh

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208772.023
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Epigram is a men’s casual wear brand that focuses on lifestyle merchandising. Epigram was created based on the approach that fashion items alone do not appeal to customers. With the concept “almost home,” household items are arranged next to clothing to make it possible for customers to shop and feel as if they are in their own home or room. In 2015, Epigram was launched as a lifestyle brand with the themes of “man’s room” and “man’s kitchen” in major department stores in Korea. In its second pop-up store in 2017, Epigram collaborated with specialist companies to introduce lifestyle items. In this case study, students will analyze and present fashion lifestyle brand strategies based on Epigram. Students will be asked to identify and describe market research and lifestyle merchandising strategies and processes for effective brand management.

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