新銳服飾設計師媒合平台商業模式之研究

本文根據服飾產業在數位化時代時期，探討過去是設計師從興趣走向學校學習術科的基本功與時尚設計師之概念，從一個單純學子懷抱理想追求他的夢想，當已踏上時裝業的職場往往在現實利益百般阻撓最後常常以失敗而轉業告終。通常剛畢業的設計師常執著於自身創意與設計，卻完全不了解成衣工廠的營運過程、業界生態等，若是孤注一擲想開創自己的設計品牌，往往容易好高騖遠，而被外在因素干擾而喪失鬥志理想。如何建立一個設計師的平台模式，提供新銳設計師與電子商務接軌，提供企業再造、利潤共享、產業共生、生態共榮等整合方式創新商業模式。本研究透過文獻探討為佐證深入訪談國內設計師的經營模式及國外服裝平台模式，從控制資源到運用資源進而開創資源。從內部員工到外部參與者並透過平台促進參與者的互動，再從顧客問題需求價值到品牌參與者形成之系統性問題及創造平台生態系統的價值，並利用此研究的結論建議並提供給服裝設計之後學者及企業參考之用。本研究發現台灣的新銳設計師位於國際時尚產業邊境，許多國外精品服飾，已經逐漸進入國內市場。台灣的新銳設計師，一直直覺要滿足時尚與個性化商品，來滿足消費者需求，大都專注於自己的設計環節，而忽略了市場行銷渠道。當今電商與設計師作品結合已是目前行銷渠道，最快速的轉速器，也是剛好給苦苦掙扎的設計師帶來希望的曙光。

關鍵字

新銳服飾設計師；平台模式；商業模式

並列摘要

In the digital age of the apparel industry, this study explores apparel designers from interests to learning basic skills and fashion designer concepts at school. A fresh graduate pursuing a dream, when working in the fashion industry, often fails in reality and then changes jobs. A fresh graduated designer often focuses on creativity and design but does not understand the operational process of the garment factory and the industry ecology, etc. If he insists on creating his own design brand, he will bite off more than he can chew. And then he will be interfered by external factors and lost his fight. It is how to establish a platform model for designers to connect new-generation designers with e-commerce. The platform model will provide integrated and innovative business models, such as business process reengineering, profit sharing, industrial symbiosis, and ecological co-prosperity, etc. Through literature review, we in-depth interviews business model of Taiwanese designers and platform model of foreign apparel, including resource control, resource utilization and resource creation. Internal employees and external participants promote the interaction of participants through the platform, and then from the customer demands to the brand participants formed systemic problems and create the value of the platform ecosystem. We hope that the results of this research will be provided to scholars and enterprises of apparel design as a reference. This study shows that new-generation designers of Taiwan are at the international fashion industry border, but a lot of foreign boutique apparel has gradually imported into Taiwan. In order to meet consumer preferences, such as fashion and personalized products, new-generation designers of Taiwan focus on product design but ignore marketing channels. At present, the fastest marketing channel is to combine e-commerce and designer products, and will also bring hope to designers.