全球市場中臺灣傳統服飾產業之品牌時尚化分析

本文試圖在全球化下的國際分工與貿易中來探討臺灣傳統服飾產業如何轉型成為時尚精品產業，並在全球的競爭狀態與策略中，破除原本的競爭邏輯，擴展產業邊界而創造出新的藍海商機。文中藉由傳遞新的國家競爭力與時尚品牌之經濟價值以及闡釋傳統產業時尚化的分析模型，來探討臺灣夏姿服飾公司品牌轉型的過程。以國家形象、競爭差異、行銷策略所建立的架構，發現到夏姿轉型為國際時尚品牌後，傳遞出代表著國家形象以及消費者對於特定國家文化認同感的象徵意涵，並開創出藍海策略之競爭差異來擺脫低價競爭與區隔同價市場，最後透過行銷策略使得品牌在現代化與全球化中得以持續發展。夏姿這樣的轉型，除了能夠找到一條全新的路徑而立足於國際市場，也讓其成為臺灣在時尚中的華人文化之典範。

關鍵字

全球市場中的傳統服飾轉型；品牌時尚化；國家形象；差異競爭；行銷策略

並列摘要

This article attempts to explore the transformation in Taiwan from traditional clothing to a fashion boutique industry in the context of global competition and strategies to eliminate the original logic of competition, expand industry boundaries and create so-called new blue ocean business opportunities. This paper establishes the new national economic value of fashion and uses the model of fashionalization to explore the process of transformation from SHIATZY CHEN in Taiwan. Examining images of nation, diversity of competitiveness, and strategy of marketing, the author finds that following the transformation into an international fashion brand, SHIATZY CHEN delivers the symbolic meaning of national image, as well as consumer specific cultural identity, and creates blue ocean strategies that eliminate low-end competition and separate the same price market. What is more, these marketing strategies made the brand compatible with modernization and globalization. The transformation of SHIATZY CHEN produces not only a product that reflects the international market, but a model of fashion from Chinese culture in Taiwan.