台灣獨立品牌服裝設計師的創業歷程暨時尚產業的未來

現今的台灣獨立服裝品牌設計師，面對不同於30年前的時空背景，面臨著許多品牌強大的衝擊。台灣多年的紡織技術以及「專業代工」能力已成為服裝製作厚實的背景，再加上近年台灣政府有意擴大扶植台灣時尚產業的政策計劃，本研究認為，成衣產業轉型從既有之模式升級為時尚產業是有相當的契機。本研究希望透過台灣服裝設計師自創品牌的案例研究，了解在經營自創品牌的過程中面臨之困難，並且在消費者購買型態轉型之市場現況下，設計師對於台灣未來時尚產業的想像為何？本研究主要將理論焦點，從獨立品牌服裝設計師的創業歷程，品牌的經營與生存策略，再踏入台灣成衣轉時尚產業的過程中，台灣時尚產業的未來意象為何。本文奠基深度訪談5家獨立服裝品牌及1家授權設計服裝品牌，其中包含設計師與時尚產業相關的專業領域人士，共計9位田野訪談資料，試圖探討品牌創業的歷程以及對於踏入台灣時尚產業中對於產業未來的描繪，進而歸納出服裝設計師的創業歷程與台灣時尚市場現況與政府政策，其中包含（一）設計師的職涯選擇、（二）品牌經營與行銷模式、（三）台灣的紡織成衣產業、（四）台灣的時尚市場、（五）政府政策對於品牌之影響、（六）時尚產業外部之影響要件。根據上述整合並建立未來三角，並以此描繪出台灣時尚產業未來之情節，分別為想望、拒絕承認、整合與變異四種不同的未來情境。

關鍵字

時尚產業；創業；服裝設計師；經營模式；未來意象

並列摘要

Today’s independent fashion designers, face an environment very different from that of thirty years ago.For many years, Taiwan’s textile subcontractors has been important in clothing production. This study believes that these subcontractors, coupled with the Taiwanese government’s recent initiatives to support the local fashion industry, present considerable opportunity. This thesis aims to use Taiwanese designers as a case study in order to understand the difficulties presented in creating a new brand. Given the context of ever-changing markets and consumer preferences, what do designers imagine as the future of the industry, and why? This thesis puts its theoretical focus on the entrepreneurial process of independent brand fashion designers, brand management, and survival strategy within Taiwan’s garment and fashion industry. Included are interviews with five independent fashion brands and one authorized design brand.Nine people were interviewed in total, and the interviewees include designers as well as those working in the fashion industry. Interviews discussed entrepreneurship, breaking into Taiwan’s fashion industry, and plans for the future in light of the market and government initiatives. Within this, six particular points were discussed. First: The choice of designer as a vocation. Second, brand management and marketing strategy. Third, the textile and garment industry in Taiwan. Fourth, the fashion market in Taiwan. Fifth, the impact of government policies on brands. Sixth, the influence of [other] external factors on the fashion industry. By integrating the aforementioned factors, the author establishes a future triangle. Looking to the future,the author finds four different future scenarios; hope, rejection, integration, and variation.