設計師品牌之選品店通路分析

普遍的服裝設計師品牌在品牌初創期要進入市場時，往往因尚未有能力在實體通路開設品牌專賣店時，大多會透過選品店進入到市場裡，才能讓消費者有機會的認識、接觸及購買到該品牌。雖然選品店的概念出現很久了，但近年選品店風氣更為盛行，這股風潮主要透過選品店經營者或採購者獨特品味與眼光，將挑選的商品呈現在消費者眼前，並透過選品店整體呈現的氛圍，使消費者有不同的消費體驗。而選品店對於選品的採購則是決定品牌是否能進入到選品店通路影響的主要因素。因此，本研究透過訪談法與網路問卷調查，分析選品店、服裝設計師品牌、時尚產業觀察者與消費者，彼此間的觀點並以選品店的選品採購為研究主軸，選品店與服裝設計師品牌為研究的主體，研究目的為：設計師品牌如何進入選品店，並透過選品店能讓品牌有更多被消費者看見的機會，與歸納建構出若服裝設計師品牌想要進入選品店，可依循選品店採購管道及採購要素來達到符合的要件，以及彼此間如何共同合作推廣市場。

關鍵字

通路媒介；選品店；採購者

並列摘要

The general fashion designer brand will enter the market during the brand initial period, there are not financially capable of funding their own store, most of them go into the market through select shop, so that consumers can have the opportunity to recognize, contact and purchase the brand. Although the concept of select shop has been around for a long time, however, in recent years, the select shop has become more prevalent, this trend is mainly through the select shop owner or purchaser unique taste and vision, bringing selected products to consumers and through select shop as a whole showed the vibe, so that consumers have different consumption experience. The selection of goods for the select shop is the main factor that determines whether the brand can enter the path of the select shop, therefore this study uses interviews and online questionnaire survey'analysis of select shop, fashion designer brand, fashion observers and consumers the views of each other. And select shop purchases for the study of the spindle, the select shop and fashion designer brand is the main of the study. The purpose of the study is: designer brand how designer brand enter the select shop, and through the selection shop can get more opportunities for consumer, and induction construct if the designer clothing brand wants to enter the select shop, can follow the selected goods store purchasing and procurement elements to achieve compliance with the requirements, as well as cooperation each other to promote market.

並列關鍵字

Intermediary ； Select shop ； Buyer

國際替代計量

設計師品牌之選品店通路分析

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