We began by buying clothes from low-cost clothing manufacturers in Korea and selling them to end-users through social networking without our own brand or shops. We only targeted gays because we considered that, although this was a niche market, demand far exceeded supply, which presented a challenging opportunity. As we increased our customer base, we opened a stand-alone shop at a night market in Seoul and tried to produce our own clothes under the brand of ViVid. This name not only represents our desire to satisfy the needs of customers who wear our clothes, but also our aim to ensure that they will be truly delighted with our brand. Having succeeded in this business, we decided to extend the target group from tomboys because this market was expanding (Khor and Kamano, 2011).We opened many stores around Korea and our brand “ViVid” became well known there