台灣服裝設計師品牌參與上海商展操作模式之探討

Taiwan fashion designer brands participation in Shanghai's trade show of the operating mode Explore

詹宛玲(Wan-Ling Chan) ； 曾慈惠(Tzu-Hui Tseng)

《實踐設計學報》 14期 (2020/11) Pp. 216-235

摘要

近年來中國服裝消費市場蓬勃，進而催生了許多服裝展會，這些商業展會不僅在短時間內為品牌帶來大量曝光機會、潛在客戶與商業交易之機會，也提供了品牌技術與資訊上的交流。而這些中國地區的服裝商展會中，以上海地區的展覽會發展最為多元蓬勃，除了時裝週的帶動與本身成經濟貿易發展純熟以外，政策的支持與該地區對於多元文化的包容性也是促成時尚產業在上海快速成長之原因。本研究旨在探討台灣服裝設計師品牌選擇上海商展之考量要素，透過個案訪談與實地訪查，了解品牌在商展的操作模式，以及上海商展內部動線與區域分隔，期待將研究結果資料作為品牌Cynical Chéri之參考，以建立日後參加商展之操作模式。

關鍵字

上海服裝市場 ； 行銷資源 ； 服裝設計師 ； 商業展覽

並列摘要

In recent years, China's apparel, consumer, market flourished, and thus spawned a number of clothing exhibitions, these commercial exhibitions not only in a short period of time for the brand to bring a lot of exposure to light opportunities, potential customers, but also provides brand technology and information exchange. And these Chinese clothing trade shows, with the Shanghai region's most diversified exhibition development, in addition to the fashion week and its own economic and trade development, policy support and the region's inclusive of multiculturalism is also the reason for the rapid growth of the fashion industry in Shanghai. The purpose of this study is to explore Taiwan's independent designer brand,choose the elements of the Shanghai Expo, through case interviews, to understand the brand's operating mode and trade show performance at the expo, and look forward to the research results data as a brand Cynical Chéri to establish the performance and evaluation of future participation in the expo.

並列關鍵字

Shanghai apparel market ； marketing resources ； independent designers ； exhibition site