Simone 1

SIMONE

SIMONE competence to Rise to the Top of the World: Simone Case Study

Choi Byeong-Woo, Inha UniversityKim Tae-Hyoung, Inha UniversitySeo Yong-Jun, Inha University

Contents

1. Preface2. Challenge and History3. SER-M Analysis4. Success point5. Improvement point and plan6. Future strategy and direction7. Conclusion

2 H O W K O R E A N B R A N D S S O A R

Executive Summary – Simone case

Simone’s recognition is low in domestic but Simone is one of the best-known ODM full service company in another country. Since its inception in 1987, they developed unprecedented growth. Especially, they earned about 600 million dollars in 2012. Now, Simone produced imported fashion luxury brands’ products like Coach, Michael Kors, Burberry, DKNY, etc. And Simone’s products occupy about 40% handbags of well-known international department store.We will more analyze Simone in detail via SER-M analysis. SER-M is consist of four factors: Subject, Environment, Resource, Mechanism. Simone has been growing steadily in varying environment through various factors such as Park Eun-gwan, leader of Simone, outstanding quality, etc. Through SER-M Analysis, you can catch success point of Simone.Simone keeps ascending mood. But Simone still have a lot of problem like structural fault of ODM industry, outcome of interior company mechanism and unsystemicity of human resource system, etc. Now Simone is not just handbag manufacturing company but also the soaring Korean handbag company. They have possibility that birth of Korean style’s international luxury brand. Samsung swept all the international electronic market and K-pop spread through all the country. We already laid foundation for the Korean culture contents. Now K-Brand’s recognition is gradually improvement over the world.

Key Words: SIMONE, Park Eun-Gwan, SER-M, Subject, Environment, Resource, Mechanism, ODM.

Simone 3

1. Preface1.1 Reason for selection

"SIMONE" was selected for "Korea hidden champion corporate" by Export-Import Bank of Korea in 2012. That corporate have global products which ranked fifth in the world and average sales are about $5 billion last years. Especially only fashion corporate is SIMONE. Most of Korean doesn't know about SIMONE, but SIMONE is a famous as luxury handbag manufacturer in the world. Not produce luxury bags on request, but produce things by themselves. SIMONE adopted ODM(Original Design Manufacturing) type and sales have reached $6 billion last year,

Now, SIMONE is producing 25 international luxury brands likes Coach, Michael Kors, Burberry, DKNY. etc. They have a lots of market shares that 25% of Coachs, 90% of Michael Kors, 80% of Marc Jacobs. As a result, they have 40% luxury handbag market share. These kind of excellent corporate SIMONE was established in 1987 and never suffered downturn, have been strong growth that is certain evidence that SIMONE recognized as a world-class organization.

FIGURE 1. SIMONE sales and net profit

4 H O W K O R E A N B R A N D S S O A R

Many years ago, identity of Korea likes cheap. So we couldn't imagine how to make Korean luxury brands. But they doesn't think anymore now. K-pop fever, Ji-sung Park, Yu-na Kim, PSY such as Korean celebrities raise national power and Samsung, LG take world electronic market share. Korea things is not only luxury but also be wannabe things. So raised in national power contribute to birth real luxury brands in Korea. We study deep into a subject and let all the people know these "How Korean brands became No.1 in the worlds?"

1.2 World of luxury marketAccording to the Shullman Research Center, consumers of luxury spend money depend on wealth, incomes, age, social atmosphere. Particularly, social atmosphere will change pattern of consumption. So analysis of pattern is successful point that target a luxury market. After financial crisis in 2009, developed luxury markets prefer "affordable luxury" better than traditional luxury. Although they're cheap, affordable luxury has the advantage of being of equal quality. Consumer gradually be very mindful of it.

Simone 5

FIGURE 2. Major luxury’s sales rate of growth

1.3 Present condition of SIMONESIMONE's head office is located in Uiwang-si, Gyenggi-do and are currently 300 members of staff working. Branch office is located in New york, China, Vietnam and work about 20,000 members in 5 manufacturing factory.

SIMONE has manufacturing ability plus design, marketing, etc many kinds of ability by themselves. Overseas factories secure stable products supply and New york, italy branch target a niche market and develop new products. Also, head office supervise oversea factories and perform R&D(Research and Development) centers function.

6 H O W K O R E A N B R A N D S S O A R

FIGURE 3. Overseas corporations of SIMONE

FIGURE 4. Sales of SIMONE

2009 2010 2011 2012Sales 414,735,827,10

6 436,346,519,192 502,665,735,498 584,499,455,501

Sales cost 347,869,320,827, 370,594,411,499 432,477,523,318 433,525,293,207

Gross margin 66,866,506,279 65,752,107,693 70,188,212,180 150,974,172,294

2. Challenge and History2.1 Secret story of establishment The president of SIMONE Park Eun-gwan's father was entrepreneur that is running deep-sea fishing vessel. So he could succeed to father's business. But he didn't want to acquiesce in degree of president. He applied to ‘Chung-san’ that is handbag manufacturing company in 1797. That company is small scale and unknown to everyone. His father really got angry about his decision, but that changed his life completely. He stared at the bottom of the ladder to do his fashion life and learned basic theory of handbag.

In April 1980, he was travelling on business to Firenze, Italy. That business trip was culture shock to Park Eun-gwan. Various colors pants, shirts is shock itself. Though the experience occurred interest to him and he dream of running fashion corporate.

Simone 7

At first, he thought that work at Chung-san shortly. But handbag was becoming his life now. He was promoted rapidly and Chung-san also got high growth. He retired Chung-san in 1986, that time Chung-san's sales became $80 million. Because Park Eun-gwan accomplished that contracted with international brand “Liz Claiborne"

By the 1980s, respectable global fashion companies does not exist in USA. Liz Claiborne was first deal with Italy, but unit cost of production was too expensive. Next subcontractor was South America, but South America's circumstances was in gloomy situation. In conclusion, Korean company Chung-san was best choice to Liz Claiborne.

In 1986, international brand "Esprit " appeard. Esprit demanded supply contracts like Liz Claiborne’s things. And they are new handbag launches in 1986. But Liz Claiborne got really angry and notified that if not Chung-san break off business connection with Esprit, we discontinue a business. The percentage of Liz Claiborne’s suppliers is about 80% that $80 million. So Chung-san accepted Liz Claiborne’s prior notification.

Inevitably, he broke deal with Esprit. But Esprit suggested that Park Eun-gwan found a new company and continue transaction. It was really wonderful suggestion to Park Eun-gwan. Because he was assured big contracts, so he founded SIMONE in 1987.

2.2 Pioneer of American market

8 H O W K O R E A N B R A N D S S O A R

After foundation, Park Eun-gwan straightly went New York. Because he wanted conclusion of contract with DKNY that a world-famous designer Donna Karan’s brand. He bought 7 DKNY handbags and manufactured exactly likewise from Italian subsidiary materials. And then, he met DKNY’s purchasing agent. But he said that “Our products are selling very well, in part because subsidiary materials are Italian. No one buy Korean things.” But he never gave up and requested that 1% suppliers experimentally. Due to persistent efforts, he could make contracts with DKNY. It is first thing that Asian company manufactures international luxury handbags.The beginning volumes were insignificant. But it increase gradually and size of corporation was fastest-growing. Because the propensity to consume was changing that prefer performance per price than traditional luxury.

2.3 Current SIMONE : SIMONE’s production methods were OEM(Original Equipment Manufacturing) type at first. But that type is so simple and uncompetitive type. Because it just manufacture products on request and not require R&D, design, etc. So added value is low and company is subordinate to an order. But SIMONE kept trying and increasingly learned to design, independent technology. So they improved OEM type to ODM(Original design manufacturer) type manufacturing. It is not just product, producing company study deep into a subject autonomously. Now, SIMONE account for USA ODM market’s 30%, global market’s 8%. It is top-ranked handbag company.

3. SER-M AnalysisSER-M analysis, mean Subject, Environment, Resources, and Mechanism. This is a method of analysis as any principal is leading the available enterprise resources and the environment and placed companies are connected to each other and it was focused on are interacting.

Simone 9

FIGURE 5. SER-M Analysis

3.1 SubjectThe leadership of the leader Park un-gwan have led to SIMONE of today. He did not accept stereotype that luxury product must be made in Europe. And also he had faith that Korean can make luxury product. Vision and strategy, luxury philosophy, leadership is a key element of SIMONE.

(1) VisionVision and strategy of company is decided by CEO who is highest decision maker of organization. As many world-class organization, enterprise’s vision is built through the leader’s tendency. And their vision and strategy make corporate identity. SIMONE is also the same. "Korea's traditional culture based on technology and luxury in Korea is discovering DNA 'faith in Park Eun-gwan shows the importance of the leader.

(2) leadershipLeadership style which Park Eun-gwan is aiming is freedom and comfort. But there are essential process for enjoy freedom. That is just passion and professional level. In other word, SIMONE’s members must draw a line between public and private matters.

3.2 Environment

(1) Expansion of luxury product market and limitation of ‘Made in Euro’World luxury market has grown steadily and it can be expected to sustaining growth of market. SIMONE recognized luxury market environment and try to substitute luxury production through the Korean

10 H O W K O R E A N B R A N D S S O A R

DNA. As ‘Luxury products market research 2012‘ of Bain & Company, Luxury products market will be sustaining growth. It can be opportunity to SIMONE.

FIGURE 6. Worldwide personal luxury goods market trend(1995-2012E,CB)

(2) Trend of affordable luxuryIn 2009, the global financial debacle, everything recorded minus result. And also, luxury product was not exception. Original high cost was sold to low cost as if by magic. So many people start to recognize price bubble for luxury products. After the global financial debacle, luxury shame phenomenon is spreading with Europe and America.

(3) SIMONE’s competitiveness as affordable luxuryStatus of ‘Made in Korea’ is raising. In the past, many people commonly know that ‘Made in Japan, USA’ is definitely good. But now many people think very good not only USA product but also Korean Product. In today, ‘Made in Korea’ is good way to validate good quality. In other words, Korean product is recognizing as luxury product.

3.3 Resource

SIMONE has various competitiveness such as differentiated design, development of new material, excellent quality assurance, build international supply chain and something like that. And these factors are leading handback manufacture industry. From the resource based view , theses competitiveness are SIMONE’s outstanding resources.

Simone 11

(1) A corporeal capital- High-quality and punctualityQuality of product is to life for enterprise. Because customer definitely want to have good quality product. SIMONE has especially good quality skills. And it can be helpful to make up for their weak price competitiveness. Compared to other competitor price by 5% to 10% higher SIMONE hold that higher orders are backed by a high quality, perhaps because it is. Actually SIMONE is implementing QA system. Quality assurance (QA) refers to administrative and procedural activities implemented in a quality system that requirements and goals for a product, service or activity will be fulfilled. It is the systematic measurement, comparison with a standard, monitoring of processes and an associated feedback loop that confers error prevention. This can be contrasted with Quality control is focused on process outputs. Also, only SIMONE’s strict Check-system is other competitive factor when they choice their supply company. SIMONE especially give considerable thought to supplier’s capacity, price and quality. That way is contributing factors to SIMONE’s excellent quality.And also, SIMONE have outstanding punctuality. If they can send goods in time, they must send it through the airline. This effort make SIMONE’s great reliability and affect SIMONE’s strong competitiveness.

- Product development power and Design abilitySIMONE has 80 R&D personnel. It is 25% of head office’s workforce including various department such as development, production technology, design, research and something like that. SIMONE has also opened six competitive goods show and present new material. In this way, SIMONE has discovered a talented person, creative idea, outstanding material and so on. So, they have the design of 140,000 in the present.

- Marketing abilitySIMONE has established New York branch office in 1990, USA, and founded Hong Kong branch offices in 1993. So now SIMONE use it to analysis of overseas market and promotion of SIMONE’s goods. Also, SIMONE has 50% of material from Italy. So, SIMONE has agent in Santa Croce for examining to material supply and demand, inspection, pricing and something like that. This process is evidence that SIMONE has excellent design competency. In addition, as we know from

12 H O W K O R E A N B R A N D S S O A R

SIMONE’s various R&D center and overseas branch, SIMONE is developing their marketing ability.

(2) Capital SIMONE has the capital strength from sustained growth for 20 years. This passage will explain SIMONE’s now Buying power and possibility that SIMONE can accommodate talented person.

- Strong buying powerSIMONE is demanding two million dollars for cowhide. But, when they purchase it, there are so many obstacles such as bad weather condition, traffic obstacle. It means SIMONE has uncertainty for demand cowhide. However, SIMONE’s strong buying power can be equal to the that.

- The capital strengthThere are so many outstanding talented people in world. For example, there are many talented Korean designer in famous design school such as Parsons School of Design. But not everyone is recognized to design market. Because they don’t have the capital strength. In a capitalistic society, money is very important factors as well as personally ability. SIMONE’s the capital strength can hold talented human resources. In other words, Capital is possibility to implement win-win strategy.

(3) Human capitalSIMONE have nurtured description per process and task by sections specialists in development of goods. Also they have fostered know-how, experiences per each kind.In addition, their head office building is termed ‘Campus office’. Because people can feel university campus when they visit SIMONE’s head office. It can also provide SIMONE’s employees to feel comfortable and excellent working conditions. And it can contribute to SIMONE’s great profits. For example, Campus office is contributing to not only motivate employees but also overseas visitors think that SIMONE is very reliable company.In other words, strong human capital factors are affecting good quality, buying-powers and something like that.

3.4 Mechanism

Simone 13

Mechanism means SIMONEs itself. In others words, Mechanism is very sustainable competitive factor that other competitors cannot imitate. So, Subject, Environment, Resource is not explain SIMONE perfectly. We need to find out other specific factors to get to know SIMONE better. Next scene, you can read that SIMONE’s other competitive factors except for SER-M factors. For example, we will explain the key point to SIMONE’s success or internal processes. And, that way you can know that SIMONE needs what factors for success in world luxury market.

Figure 7. Resource, Mechanism, Dynamic Capability, Performance

4. Success point4.1 Affordable luxuryRecently, affordable luxury is drawing attention. In international economic depression, customers have interest in affordable luxury that cheaper than traditional luxury.

After global financial crisis in 2009, there is a wide-spread opinion that irrational consumption is shameful. It is referred to as “luxury shame phenomena”. Consumers are increasingly seeking a rational purchase and want to buy more practical thing than just expensive things. This phenomena spread across the world, especially USA, Europe, Japan that traditional luxury goods consumption power.

14 H O W K O R E A N B R A N D S S O A R

4.2 Full service enterprise

SIMONE’s main competitiveness is from ODM(ODM: Original Development Manufacturing) manufacturing system. General company’s method is ordinary OEM manufacturing system that just simple assembly production on request. But SIMONE suggests design itself and participates pricing decision. After all, SIMONE has become inextricably involved in the business.

This kind of outstanding designs is studied by Korean designer. SIMONE is notable for persisting Korean designer whose reputation is steadily increasing. Park Eun-gwan said that competitiveness of price is just moment and it can be catch up by Southeast Asian nation like Vietnam, Indonesia, etc. But design and know-how is different. It is my own thing. So, we seek anybody’s doing so we need more time and money, effort.

4.3 New company building: In 2003, SIMONE’s new office was complete in Uiwang-si, Gyenggi-do. SIMONE’s office well harmonize environmental friendly factors and working space. There points are contributing to raise company’s image. It looks like beautiful park and has indoor gardens on every floor. Overall concepts are open space and comfortable office. So staffs fell stability and have a sudden inspiration at office. They were awarded the Korean Architecture Award in 2003. Above all, beautiful SIMONE office promoted contract accomplishment with big company.

“We already became known to handbag industry field, but first deal is careful to contractor. And they want to be meticulously checks a SIMONE’s condition and technique. So we invite them to our head office. It is our hidden card. If they visit SIMONE’s fashionable office, they surely make an agreement with SIMONE. This probability is near 100%. They often said that those who works this beautiful office, everyone are the technical expert.” –Park Eun-gwan.

Simone 15

4.4 Design ability: After 1990s, manufacturing field’s trend changed OEM type to ODM type. Past OEM companies kept producing and developing a new skill and design, so they improved manufacturing technology by producing.

OEM type develops demanding technique and can be more money by enhanced added value. This type’s change cause more investment in R&D, field of design. Additionally, SIMONE spends more money in field of design about 10 billion won and composed of staffs about 80.(SIMONE’s all members are about 300)

Endless investments occurred continuous results to SIMONE and it is the driving force of the growth. For now, SIMONE’s databases are unlimited. It’s almost 140-thoousand designs. Field of luxury field’s name of the

16 H O W K O R E A N B R A N D S S O A R

game is design security. So, continuous contract with traditional luxury itself is SIMONE’s competitiveness.

4.5 Handbag museumIn 19 April 2012, the nation’s first and world’s first handbag museum “Bag Stage “was open at Sinsa-dong, Seoul. Bag Stage is ambiguous word that means just bag and behind story. So, it means stage of bag and a process of handbag manufacture.

Collected handbags found out from famous auctions which are various and produced for centuries. And project of handbag museum’s person in charge is Judith Clark who worked for Victoria and Albert Museum’s top curator.

Handbag museum’s foundation is educational approach and show about designical passion. The person interested will attract these kind of SIMONE’s passion and trust SIMONE’s walk of life. The Back Stage will become public relation place. Displayed luxury handbag’s image goes over to SIMONE and we can fill exclusive. And collected things will be the foundation for SIMONE’s design background. Back Stage is not just museum but also be born again luxury brand SIMONE.

Simone 17

5. Improvement point and plan

Mechanism of SIMONE - for surviving in competition of world luxury market - isn’t perfect because other than success factors of SIMONE, there are parts that need modification and complement in industrial system side or process of group. In this chapter conditions are purposed for SIMONE to make it in global luxury market and lead the market.

5.1 Deficiency in ODM industry

Basically ODM is subcontract. Actually supplier sells goods at high price that is 5 times to 10 times than supply cost of SIMONE. Also though the company has made a good partnership with a ordering company, cost-reduction competition will appear in the case that there is a more competitive company. Finally this aggravates the company finance. Nowadays domestic or foreign companies make production base in China or East-South Asia that has low labor costs because of cost-reduction competition.

Creating original brand and added value through it is fundamental solution. As SIMONE begun to change business mechanism from OEM to ODM, the company made the change to a high valued-manufacture way, improving own technique. Additionally, the company is about to fix industry-system flaw for becoming a company that can have competitiveness and make continuous growth.

5.2 Intra-firm factor

Amazingly having grown from 1987, SIMONE has design and marketing ability including sales scale. However, the company needs intra-company reorganization due to growth in short term. So, SIMONE should change focus from E to intra-system or organization culture.

18 H O W K O R E A N B R A N D S S O A R

5.3 Enterprise external factors

(1) Problem in localizationSIMONE has only one headquarter in Korea and founds 5 manufacturing plants in foreign countries. So, it is a big problem to SIMONE that differences of quality which has been made by 5 plants in various countries. Localization of plants is urgent priority because politics, culture, and environment respectively are different in foreign countries where plants are founded. The company dispatch 30 korean as intermediary manger to overseas factories to solve this problem, trying to minimize troubles between local employee and the firm.

(2) Trouble in Supplying materialNow SIMONE has a great buying power in the world of skin hide market. More than 70% of material is procured through leather material Broker in Italy and the rest of that is done by itself. The most products of SIMONE are made with Italian leather but the fact that the company depends on leather material broker in Italy will appear threat in the near future because trouble in procuring material from leather material broker in Italy will give SIMONE damage.

6. Future strategy and direction

6.1 launching original brand and market penetration

SIMONE prepare own brand “0914(a tentative name)” will appear by complement and business for structural fault of ODM industry.

Already SIMONE has a great firm ability as hand-bag ODM company in the world. Especially the Ability of design part is at level that makes the company participate in product develop, strengthened through collaborations with various brands. In Korea, Michael Kors and Marc Jacobs completely assign distribution to the firm.

Simone 19

In this way, the ability is enough to advance into luxury hand bag market but reputation that is needed to the firm is not enough. According to research, when people purchase the luxury goods, they usually consider that ‘Design’(36.5%), ‘Reputation of a brand’(26.3%), ‘Quality’(14.5%), ‘Price’(13.8%), ‘Scarcity’(8.8%). Brand awareness is low for the firm grows up by B2B, not normal B2C. So in early market entrance the firm should choose the market that relatively sets much value on quality, price, and design of goods.

In America market, reasonable luxuries of moderate prices and amazing quality gets the limelight among traditional expensive luxuries. Customers have rational perspective because it is possible that they easily compare and share information of each products by development of internet and SNS. The advent of change in luxury market is coming although rational consumption is not common in luxury market. Therefore, SIMONE aimed for America market as the first target, having done the strategy that tried to expand the business of firm to other markets, after raising reputation of brand for rational customers in America market.

6.2 Marketing of SIMONE brand

There is a need in the future , and in consideration of the diversification of corporate management and brand launch of its own , improve the brand name value of SIMONE. When combined awareness quality products SIMONE concept brand reasonable 0914 (own brand), it may be more appealing to consumers.In addition, the increase in brand awareness of its own, there is a synergistic effect in Korean that is blowing in the world currently SIMONE. Brand value has risen through the content, such as k-pop is Korean. In addition, I have a stylish image supportive. And a situation where Korean fashion that appear within the content has also become a hot topic is, will act positively to the fashion industry clearly. However, the export of small businesses currently, there is a drawback rate of 8.6% is low directly take advantage of the Korean overseas marketing activities

20 H O W K O R E A N B R A N D S S O A R

because of a budget shortfall of its own, create and deploy K-Pop CD, package by that they are using perfusion through indirect methods, such as utilizing perfusion image of the design, it is possible to hear the chance. In addition , k are active in the world market - would help to position effectively the brand SIMONE also measures by utilizing the celebrities and pop stars , to increase the awareness of SIMONE.

7. Conclusion : Simone as K - brandsThe birth of the luxury brand is dependent competence of producers, such as culture, by a variety of factors. SIMONE The current can be an enterprise with all such capabilities. It is a company that has to have been responsible for the design and production of masterpieces many companies, it operates a museum handbags, and perform a variety of marketing activities, and marketing power. In the world market, awareness of your brand is also changed along with the brand hot air reasonable, Korean companies Samsung, LG, such as modern active, and continues to Korean boom worldwide. It will when the wind of Korean blows in perfect gem industry now. In this way , it shows the possibility of the future and also make SIMONE today a number of factors , such as brand DNA Korea core competencies environment of the global market , SIMONE has , and leadership , have come together are . Element design, distribution, and quality is a moiety that can be solved fully SIMONE itself develop. However, aspects of cognitive bandits brand, is also necessary national support. It is supported by the love and awareness of their own people always after the brand on behalf of countries such as Toyota's GM representative on behalf of America, Coca -Cola, Japan. You will be able to know about company SIMONE attractive enough to we know, one step closer to well-known brands when awareness of it was backed. Luxury real's coming out of the consciousness of the people. Positioning and brand awareness of the public, qualification SIMONE brand of luxury real K - can be a challenge that must proceed to the brand. Through analysis of this case, it becomes an opportunity that indicate SIMONE to more people, also we hope that it will be one step for SIMONE as Korean masterpieces of the future.

Simone 21

ReferencesPaper & Academic Journal김귀옥,배정한(2007),”우리나라 중소 OEM 수출기업의 ODM 수출기업으로서의 발전전략에 관한 연구”,한국무역상무학화지 제 33권:311-343. 김민수(2005), “한국 OEM 수출기업의 한계와 새로운 출로”, 동서연구 제 17권 제 1호:103-122.소황옥(2004), “패션 산업의 번화와 한국적 이미지”, 비교민속학 27집 :325-362.조동성, 이예정(2004), “SER-M 모델에 의한 병영독서운동의 비전과 전략”, 경영논집 제 38 권 4호.정진섭, 조동성(2005), ”기업 글로벌 성장의 메커니즘적 접근: 균형, 조정, 학습 메커니즘을 중심으로”, Journal of Strategic Management.Book조동성(2006), M경영, 한스미디어.에이미 드라헤이, 핸드백의 모든 것:시몬느 핸드백 뮤지엄, 시몬느 핸드백 뮤지엄.KIMF(2012), How Korean Brands SOAR, The 1000 Year’s Treasures.Business Report조상현, 강석기,”수출중소기업의 한류활용 마케팅현황”, Trade Focus Vol.11 No.41(2012).  Warc Exclusive, “Emerging luxury strategies: Insights from BrandZ”(London:Warc,2012),3-4.BAIN&COMPANY. 2011 China Luxury Market Study. 2011.BroadcastMBC 시사매거진 2580 (2010), “아이폰이 뭐길래”, 1월 17일.Newspaper Report한국경제(2010. 08. 18), “시몬느 버버리 ODM 넘어서 자체 브랜드로 승부하겠다.”MK뉴스(2011. 09. 29), “박은관 시몬느 회장의 캠퍼스 오피스 경영.”MK뉴스(2012. 09. 03), “세계 최초 ‘핸드백박물관’연 박은관 시몬느 회장…”MK뉴스(2012. 10. 05), “한국판 ‘샤넬·에르메스’ 반드시 만듭니다…박은관 시몬느 회장.”동아일보(2013. 03. 30), “핸드백 제조업체 시몬느 박은관 회장.”머니투데이(2013. 04. 02), “시몬느, 핸드백에 세월의 깊이를 새기다.”

22 H O W K O R E A N B R A N D S S O A R

뷰티한국(2013. 05. 02), “명품 구매자 3명중 1명 ‘할부금 갚느라 고생.”K모바일(2013. 07. 31), “동부대우전자, 중국 시장 본격 진출.”Internet Material시몬느 홈페이지<http://www.simone.co.kr/>  전자정보공시스템<http://dart.fss.or.kr/>CEO PARTNERS(2012년2월28일), “명품 핸드백에 세계를 담은 글로벌 프론티어 - 박은관 시몬느(Simone) 회장” [News&Column]; available from World Wide Web @ http://www.ceopartners.co.kr/cp/help/news.html?ptype=view&idx=5171KOTRA(2013년 04월 05일), “美 럭셔리시장, 빠르게 성장” [해외시장정보]; available from World Wide Web @ http://www.globalwindow.org LUXMEN(2012년10월26일), “과시형 소비 물렀거라…합리적 명품 소비문화 힘 얻어” [Cover Stroy]; available from World Wide Web @ http://luxmen.mk.co.kr/

Simone 23