當代藝術結合時尚設計之市場行銷發展性探討以藝術家「曾英棟」、「許自貴」作品為例

在當今提倡公民美學及生活美學的當下，希望能藉由時尚設計技法之應用，轉化當代藝術所呈現之形式，使當代藝術可以融入大眾的生活與需求，進而促使不同之消費族群在日常生活裡，增加接觸當代藝術的機會，以間接達到提昇大眾生活美學之素養，以及擴展藝術家創作之途徑，並提高當代藝術原有之價值，創造新文化之商機。為了探究「當代藝術結合時尚設計之市場行銷發展性」，本研究首先採用「行動研究法」，以「曾英棟」、「許自貴」兩位藝術家之作品為例，進行時尚產品轉化設計，透過實際行動與研究的結合，探究當代藝術轉化設計之可行性，除此，再藉由靜態展覽方式舉行轉化設計商品之發表，以及使用抽樣問卷調查法，進行受測者對轉化設計商品之喜好反應調查，藉以瞭解轉化設計後之實際成效。由調查研究後得知，本研究所設定之當代藝術作品，經由轉化設計，其商品皆獲得受測者喜愛與接受，並從調查中發現，受測者選購時尚流行商品時，雖以「商品實用性（功能性）」做為選購商品之第一考量，但若商品具有圖像時，則以商品「圖案造型」為主要選購之要素，並對市場銷售影響也最大。除此也發現，當執行轉化藝術作品時，選定較具有明顯意涵之圖像，則也較能獲得消費者之喜愛，而使用了不同之轉化技法，其商品所呈現之多元風格，也會吸引不同之消費族群所喜愛。

關鍵字

當代藝術；時尚設計；市場行銷

並列摘要

Under promoting esthetics in our living and for all citizens, to turn from original style which contemporary art be presented into our life through techniques of fashion design. Therefore, it helps art to meet the demand of people and also make different kinds of consumers to have more chance to contact contemporary art in our life. In this way, the value of contemporary art can be increased and kept constantly, and also to create the new culture in the business. To investigate “contemporary art connects with fashion design for developing sales market”, this research that adopt “research of action” with the compositions for samples by Mr.Ying-Tung Tseng、Tzu-Kuey Hsu to make the converts into a fashion products through the connection for performance and research which investigates the possibilities of art conversion design. Furthermore, we make estimation for the interest reaction to interviewees through questionnaire and exhibition which we display conversion products to understand more if we reach achievements. The survey shows that the compositions for contemporary art we set up converts into fashion products can be loved and accepted. On the other hand, we found that although the “practicality（function）” is a first choice while purchase fashion products by interviewees, but if products with pattern, then this is a main concern to purchase, as well having influence in the market. As well to select the images with more clear concept when we convert contemporary art, then our compositions can be more loved by consumers. In addition, if make the different techniques, the styles will be presented more, and it will be attracted different kinds of consumers.