台灣新奢華服飾品牌創新經營模式之研究－以本土服裝設計師為例

A Study of Innovation Business Model on New Luxury Clothing Brands in Taiwan - Case Study Based on Taiwan Fashion Designers

蔡淑梨(S.L. Tasi) ； 劉昱謙(Y.C. Liu)

《紡織綜合研究期刊》 22卷4期 (2012/10) Pp. 69-79

https://doi.org/10.6439/TTRJ.201210.0069

摘要

全球服裝品牌競爭激烈，消費者精打細算及喜好的快速變化，孕育出所謂的「新奢華」市場。本研究已Gary Hamel經營模式為架構，深度訪談洪麗芬、林國基、蔣文慈、D.W.A.R.P具代表性的台灣設計師品牌其創新經營模式的特性與關鍵活動，進而發展出具實務意涵的經營模式，希望有助於台灣努力尋求升級轉型與發展品牌的企業。研究發現其創新經營模式有四大特點：首先，以故事包裝塑造品牌形象並結合消費者生活形態；其次透過手工限量等方式營造產品高品質及獨特性；還有透過完善的員工訓練以建立良好顧客關係，並給予顧客獨特性的體驗價值；最後，透過大量聯名跟參展的方式使品牌與國際接軌，強化品牌核心價值已取得顧客認同。

關鍵字

新奢華市場 ； 創新經營模式 ； 生活型態 ； 品牌定位 ； 體驗價值 ； 品牌核心價值

並列摘要

The ”new luxury” market was born because the fast changing preferences of the consumers and their calculative nature in the global fashion brands market Therefore, this study, using Hamel innovation business mode, to investigate the characteristics and key activities of Sophia Hong, Kao-Kee Lin, Wentse Chian, and Yo-wei of D.W.A.R.P. of four representative Taiwan fashion designers. The finding hopefully can provide some constructive and practical business model to those who are seeking to transcend themselves in Taiwan.The research find that there are four characteristics on their innovation business model: 1. Using story to create the brand image; 2. Using hand-made limited edition to construct the high quality & unique products; 3. Providing complete employee trainings in order to build up good customer relationship & unique experiential value for customers; 4. Using substantiate strategic alliance & exhibition to link global market to reinforce their brand core value.

並列關鍵字

New luxury market ； innovation business model ； life style ； brand positioning ； experiential value ； brand core value