국내·외 한정판 스니커즈 리셀 플랫폼 현황 및 전략 분석

Analyzing the Status and Strategies of Domestic and Overseas Limited Edition Sneakers Resale Platforms

The purpose of this study is to derive the requirements and core strategies for building a competitive resale platform by comparing and analyzing the service characteristics provided by each platform targeting domestic and foreign resale platforms. The research method combines theoretical research and empirical research. First, in the theoretical study, the limited edition MZ generation, the resale phenomenon, and the formation background and elements of the resale platform are considered, focusing on previous studies and related literatures. And in the empirical study, we analyze at the current status and service of domestic and foreign sneaker resale platforms, and the elements that attract the interest of the MZ generation. As a result of analyzing the resale platform, the strategy of each platform could be summarized as differentiated resale process according to the type of resale platform, product information and service characterization considering users, community building and event holding through multi-directional communication. The above research is meaningful in that it provides basic data for establishing a consumer-oriented resale platform and deriving a strategy, and can serve as a basis for consumer research and related research on limited edition fashion products and resale services.