摘要
近年科技發展帶動生活品質的提升，人們的生活型態與消費行為大幅改變，新型態的商業模式與銷售手法因應而生，隨著網際網路的崛起以及電子商務的普及，實體商店的「體驗」功能日趨重要，小型概念店紛紛成立，快閃店帶起一波新的潮流。本研究整理時尚產業的定位、區格以及時尚品牌的策略與營運計劃，探討概念店興起的時代背景與快閃店的發展脈絡，梳理快閃店之核心價值、類型、特徵、操作手法與市場效益等項目。本研究蒐集時尚品牌概念店案例與台灣時尚品牌快閃店案例，歸納其成立之概念特色、構成元素、空間設計、陳列動線等項目，延伸探討實踐大學服裝設計學系（所）自創服飾品牌PRAXES與PRAXES旗下品牌快閃店之各項要素、視覺設計以及空間設計。本研究將歸納之快閃店策略定位、視覺設計、空間設計各項要素以及快閃店建置流程運用於2016實踐大學服裝設計學系（所）PRAXES畢業展快閃店，進行快閃店空間設計創作研究。本研究藉由快閃店的操作與建置，將學校視作品牌重新包裝，融合品牌精神與特徵，把學術理念與產業行銷進行連結，設計創作實驗性的品牌推廣概念快閃店。
並列摘要
Owing to the development of the new technology, modern people's lifestyles and shopping behaviors have modified dramatically. This trend results in new business models and selling techniques. While online shopping and e-commerce become so common for everyday life, offering the authentic ＂experience＂ has become the main goal of the brick and mortar stores. Therefore, more and more concept stores and pop-up shops are set up. This research discusses the history and development of the concept stores and pop-up shops and its meaning to fashion industry and the corresponding branding and operational strategies. This study summarizes the core value, types, features and marketing effects of the pop-up shops, especially those in Taiwan. Their conceptual features, visual and space design elements, and the ways of display will be examined. Furthermore, PRAXES, the brand set up by the department of fashion design of Shih Chien University, and its pop-up shops will be analyzed in the same method. This thesis takes the pop-up shop of PRAXES in 2016 as the main case study. Its marketing strategies, operational decisions, and visual and space design will be unpacked and explored. This research will also discuss how the university-an education institute-serves as a brand to incorporate the academic theories and marketing strategies together and how this approach will affect a unique pop-up shop for promoting experimental new fashion labels.