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Title:Re-intermediation in the Fashion Industry: A Qualitative Study on Brokers in the Dongdae-mun Fashion District
Author(s):Kim, Min-Joon; Na, Nuri; Lee, Joong-Seek
Subject(s):Intermediary
Infomediary
Human agent
Re-intermediary
Human Factors in information
Abstract:Traditionally, middlemen had a large role in physical markets, serving as intermediaries by evaluating and distributing products. However, the rise of online markets and intermediaries have diminished their roles. This study investigates the change of intermediaries' roles in the presence of infomediaries, and the conditions that necessitate the re-introduction of the middlemen as ``re-intermediaries''. We observed a group of brokers who work in the Dongdae-mun (DDM) fashion district in Seoul, Korea through multiple qualitative research methods including observations, contextual inquiries, and in-depth interviews. Our findings show that the reliability and depth of information relayed by human sources, along with the subjective nature of fashion have contributed to the brokers playing a major role again, despite infomediaries. The DDM fashion district relies heavily on the brokers' evaluations on trends, fashion, and product popularity, in addition to their traditional role of distributing goods in a quick manner.
Issue Date:2017
Publisher:iSchools
Citation Info:Kim, M.-J., Na, N. & Lee, J.-S. (2017). Re-intermediation in the Fashion Industry: A Qualitative Study on Brokers in the Dongdae-mun Fashion District. In iConference 2017 Proceedings, Vol. 2 (pp. 43–53). https://doi.org/10.9776/17008
Series/Report:iConference 2017 Proceedings Vol. 2
Genre:Conference Paper / Presentation
Type:Text
Language:English
URI:http://hdl.handle.net/2142/98871
DOI:https://doi.org/10.9776/17008
Rights Information:Copyright 2017 is held by the authors.
Date Available in IDEALS:2017-12-05


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