本土流行服飾文化商品品牌升級文創精品之研究－以台灣葉珈伶國際開發為例

台灣服飾業的市場規模太小，又加上國際品牌流行服飾的威脅，為了避免產品陷入價格競爭，如何將流行服飾從一般的服飾，提昇成為如同國際流行服飾品牌一樣的文化商品，才能使品牌知名度與價值，可和大品牌擺在同等地位，開發出通路，才能創造差異化、高價及利潤，以提升競爭力，成為了台灣本土的流行服飾品牌設計者需要思考的問題。本論文主要研究設計師如何將本土文化，融入所設計的流行服飾中，將流行服飾品牌提昇為具有代表本土文化的文創精品品牌概念的流行服飾文化品牌，以葉珈伶設計師自創的流行服品牌CHARINYEH為研究對象，從設計師自身對於本土文化的接觸與觀察，如何用隱喻的方式轉化為服裝設計的元素，以及品牌創業過程與理念、適應國際化的過程對於商標設計、形象風格的轉變影響，最後借由本土化意像的服裝展演，讓流行服飾品牌成為具有本土文化認知與識別的產品，同時又具有國際化設計和創意的奢侈品概念存在，結合形成一種有具有本土文化的文創精品品牌概念的流行服飾文化商品品牌。本研究成果可以提供未來從事流行服飾文創商品自創品牌之業者依循參考，如何將本土文化結合國際流行趨勢，形成文創精品品牌，開發出潛在的市場，提高品牌知名度和價值，成為具有文化意涵的文化商品，可以跟國際知名流行服飾品牌並駕其驅，作為臺灣流行服飾文創產業升級的啟示。

關鍵字

流行服飾；文創精品；文化商品；文創商品隱喻；品牌

並列摘要

Taiwan's apparel market is very small in size. In order to avoid price competition of products among local and international fashion brands, it is a vital and serious issue that local apparel fashion brand designers should reconsider on how to transform and heighten the local general apparel fashion into a more significant cultural product that can rival the international fashion brands. In doing so, it enables local brands to cultivate popularity, add value to the products, gain high profit, compete with other international brands at a world platform, and highlight creativity and distinctiveness to develop a more competitive edge. This study focuses on how local designers can instill and merge local cultural concepts into the design of their fashion apparel and alleviate and transform local fashion brands into producing iconic cultural and creative luxury products with a native flare. This study looks into the development of Charinyeh International, from the designer's own experience and observations of local culture, and how these local elements are included in metaphors found in product design of her fashion brand. The study also touches upon brand development and design orientation, adaption to and influences from international elements concerning product design, image, and style. Ultimately, this study investigates into how this fashion brand utilizes its local imagery orientation products to cultivate brand recognition with a distinctive local cultural flavor, also containing iconic design and creative luxurious elements found in international high fashion brands. This will result in an apparel fashion brand whose products contain a cultural and creative luxury orientation imbuing local cultural elements. The results from this research study can provide references for future apparel fashion industry participants wishing to create their own fashion brand of cultural and creative products. They can learn how to merge their local exposure with international trends to develop their own fashion brand, explore potential markets, enhance their unique luxury brand exposure and increase their value as a cultural product. They will then be in a position to rival international apparel fashion brands. This serves as a revelation to heighten Taiwan's cultural and creative apparel fashion industry.