品牌概念店-if&n初芬設計

Concept Store─if&n Chu-fen Design

林立涵(Li-Han Lin)

指導教授 ： 倪晶瑋

中原大學/設計學院/室內設計研究所/碩士(2019年)

https://doi.org/10.6840/cycu201900464

摘要

一直以來，台灣紡織代工業擁有豐富的技術及經驗。但隨著人力成本的增加、經濟產業的衝擊逐漸變為夕陽產業。然而，近年來經濟部將以台灣紡織代工的經驗作為優勢，開始推廣台灣自有品牌的計畫。隨著新零售的時代的興起、消費者消費心理與行為改變，使得實體店面與線上店面皆面臨困境。對台灣服裝品牌而言，多數台灣品牌為成立初期階段，缺乏品牌能見度及辨識度。故本設計論文主要探討在新零售的時代下，新零售之概念與應用於台灣服裝品牌的適用性，同時需要考量品牌定位、品牌個性等與新零售之應用相符關係。透過空間規劃，將品牌印象置入於實體空間，使消費者體驗品牌核心精神，加深消費者對於品牌認同感；再以台灣服裝品牌if&n為例，藉文獻探討、基地調查與記錄、品牌研究及設計操作等方法，為if&n找到空間與營運模式的突破點。最終歸整出：1）if&n品牌故事之消費空間體驗；2）if&n品牌與新零售之適用性等結論。藉由品牌概念店引導消費者，理解品牌理念、體驗不同消費模式。

關鍵字

新零售 ； 品牌概念店 ； 體驗 ； if&n

並列摘要

The textile industry in Taiwan, which has stakeholders with an enormous amount of skill and experience, experienced a downfall because of the rising costs of manual labor and adverse economic circumstances. However, in the past few years, the Ministry of Economic Affairs has considered the experience of manufacturing textile products as an advantage and started promoting the plan of creating Taiwanese brands. Due to the rise of the new retail era and the changes in customers’ shopping behavior and psychology in Taiwan, both online stores and physical stores have been encountering difficulties. Most of the clothing brands in Taiwan are in their initial phase, and awareness about such brands is low in the general public. Therefore, the aim of this thesis is to discuss whether it is suitable for Taiwanese clothing brands to apply new retail concepts and techniques and to analyze the relationship between brand positioning and new retail concepts. To enhance brand identification and awareness and to make customers experience the core spirit of a brand, the atmosphere of the concept store was designed based on brand image. The Taiwanese clothing brand if&n was considered as an example and a literature review, site investigations, brand research, and design operation were conducted. This thesis discussed new methods of designing a business model for if&n. This thesis arrived at the following conclusions: 1) the space experience of if&n’s brand story and 2) the relationship of if&n and new retail concept. Through the above two conclusions, the results are to lead customers’ identify the brand concept and experience new methods of approaching the shopping model.

並列關鍵字

new retail ； concept store ； experience ； if&n

參考文獻

出版書籍

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Baudrillard, P.（2001），《消費社會》，劉成富，全志鋼（譯），南京：南京大學。

Kotler, P.（2003），《品牌管理》，吳克振（譯），台北：華泰文化。