平價流行服飾品牌之經營模式探討

Business Models of Affordable Fashion Clothing Brands

謝伯欣(P. H. Hsieh) ； 陳佳君(C. C. Chen) ； 林亭汝(T. R. Lin)

《紡織綜合研究期刊》 23卷4期 (2013/10) Pp. 44-53

https://doi.org/10.6439/TTRJ.201310_23(4).0005

摘要

近年來M型社會的來臨對服飾產業造成衝擊，「平價流行」風潮興起。為了因應M型社會快速變化的市場脈動及消費者口味，服飾業者開始調整經營模式創造全新商機。西班牙品牌Zara帶起「快速時尚」及「平價流行」的趨勢，而日本Uniqlo為平價流行中少數的亞洲品牌，以實穿、機能性的基本款服飾闖出名號。台灣也有如Lativ等平價流行服飾品牌，因此本研究擬以歐、日兩個具代表性的品牌作為研究主題，以Hamel的事業經營模式為架構。藉由個案分析，從各構面中探討兩品牌在經營模式上的策略，及其如何發揮核心能力創造競爭優勢。並透過研究結果，瞭解國外成功品牌業者在經營上的獨到之處，提供給台灣相關業者參考，提升台灣競爭力並針對台灣平價流行服飾業者提出經營方向及建議。

關鍵字

平價流行 ； 流行服飾產業 ； 經營模式

並列摘要

Due to the change in financial and social structure, consumers turn to pursue high quality, fashion and affordable price products, the concept of ”affordable fashion” has risen up, clothing retailers change their business models to respond to the trend. Zara, which leads the”fast fashion” and ”masstige” into clothing industry, Uniqlo, stands for its ”functional clothing material” and ”high quality” in the world. Also, Taiwanese clothing retailers, such as Lativ, are noted for their innovative business models. Therefore, this study takes the two representative brands as the subjects of this study, using Content analysis as the method, adopting Hamel's business model as the framework, to discuss the two companies' business strategies and how they develop their core capacity to build competitive strength. After analyzing, the research finds out the management meaning in these cases and provides suggestions for the related retailers in Taiwan.

並列關鍵字

Affordable fashion ； fashion clothing industry ； business models