運動跨界時尚之新趨勢

The Trend of Crossovers between Sports and Fashion

王家玄(Chia-Hsuan Wang) ； 蘇志鵬(Chih-Peng Su)

《運動管理》 37期 (2017/07) Pp. 4-15

摘要

隨著社會多元進步，時尚經濟全球化的趨勢興起，運動與時尚跨界市場，成為當今生活藝術的主流與趨勢。然而此跨界聯名效應，除了能讓時尚產業注入新紀元外，亦創造出許多不同市場商機與藝術元素。期間唯有不斷掌握市場脈動，並創造出多元市場區隔化及重視個人與商品價值特色，才能將其發揮實際加成效益。因此，本文目的從跨界之定義與實際效應、運動品牌跨界時尚趨勢、運動服飾時裝化之新紀元等主題加以探討。同時透過文獻回溯之方式聚焦在運動、品牌、藝術、潮流等議題進行運動時尚跨界之瞭解。本文的結果如下：一、透過跨界合作機制，確實能有效提升國內自身品牌強大商業效益、市場價值與品牌定位；二、能創造更多品牌精神互補性和競爭優勢，以精進未來市場的效益和多元化機會。希冀作為未來對於時尚趨勢、市場脈動及相關有興趣之專業人士參考。

關鍵字

流行元素 ； 跨領域 ； 風潮 ； 專業形象 ； 市場策略

並列摘要

As time progress and the rising of economic globalization, crossover market serving sport as fashion has become the mainstream and trend of current living arts. The crossover effects not only create new era into the fashion business but also inject multiple business opportunities and artistic elements. Therefore, successively grasp market pulse, create multiple businesses individualized and emphasize on the character of the commodity could be able to elicit additive effects. Based on this, the purpose of this article investigates the topics of the definition of crossover and its actual effects, the trend of sports-fashion crossovers and the new era of sports clothing. In addition, this article explains sports-fashion crossovers by reviewing previous research which focused on sports, brands, arts, and trends. The results of this article are as follows: The domestic own-brand manufacturing would indeed elevate the economic efficiency, market value and brand positioning through cross-border cooperation. Furthermore, cross-border cooperation would create more brand complementary products and competitive advantages, consequently, improves the benefits of future market and multiple opportunities. In conclusion, this article may provide as the reference for people who interested in r fashion trend, market pulse, and related topics.

並列關鍵字

fashion elements ； cross-border ； trendy ； professional image ； marketing strategy