洪麗芬的服裝藝術與行銷策略之研究

A Study of Sophie Hong's Art of Costume and Marketing Strategies

蘇芝宇(Jhih-Yu Su)

指導教授 ： 廖仁義

國立臺北藝術大學/文化資源學院學術論文/藝術行政與管理研究所/碩士(2012年)

https://doi.org/10.6835/TNUA.2012.00105

摘要

本研究主要目的為研究洪麗芬的服裝藝術與行銷策略。洪麗芬是一位多年來活躍於國內外服裝藝術文化領域的藝術家，其服裝創作有著強烈的文化特色與個人風格，作品曾先後兩次獲法國巴黎時尚與服裝博物館( Musée GALLIERA de la Mode et du Costume)永久典藏。本研究認為洪麗芬的服裝設計做為一件含括實用性與藝術性的創作，其具有視同為藝術作品來研究的內涵與價值，因此本文將從對其藝術作品的研究中，了解作品的形式風格與文化特色以及創作者的理念，並以此為依據，延伸探討與洪麗芬服裝創作特質緊密相關的行銷策略。

透過對洪麗芬服裝客觀的作品研究，本文發現作品本身的內涵就表現在作品外在的風格形式裡，而藝術家本人的求學經驗和創作理念，則造就作品在涵納不同文化特色的同時亦有個人強烈的風格表現與創作特點，成為洪麗芬服裝藝術的特質，最後與其市場定位與行銷策略緊密相連。從研究中，我們確知洪麗芬的藝術事業，是在兼具其服裝創作理念與行銷方式，兩者間的互為表裡脈絡的關係下，取得一個平衡穩定的發展型態，這樣以服裝特質延伸定位行銷策略的經營方式，影響其市場經營，避免了種種跟隨大眾化流行的創作與商業化行銷；洪麗芬以作品特質為出發點，不斷創新，強化作品的創造性與維持獨特的風格以持續吸引其所屬市場客群顧客，並使藝術創作與市場行銷兩者間達到完整的溝通聯結，因而創造出屬於自己的作品風格與行銷方式。值得在未來提供給相關藝術經營管理工作者一個不同的發展與思考面向。

關鍵字

洪麗芬 ； 服裝藝術 ； 作品風格 ； 行銷策略

並列摘要

The purpose of this study was to investigate the costume art and marketing strategy of Sophie Hong. Sophie Hong is an artist who has been active in the area of costume art and culture and received international recognition for the strong cultural features and individual styles in her costume works. To date, two of her works have been selected by Musee Galliera de la Mode et du Costume for permanent collection. Featuring both practical and artistic elements, Sophie Hong’s costume designs can be viewed as artistic works that are worth for in-depth research. This study attempted to explore the styles, cultural features, and ideas in her works and the marketing strategy that is closely related to the characteristics of her costume designs.

Through an objective analysis of Sophie Hong’s costume designs, this study found that the inner quality of her works are represented in the style and form of her works. Her schooling experience and creative ideas are the factors that have contributed to the main characteristic of her costume art, that is, embedding cultural features while maintaining strong personal styles. This characteristic is also the foundation upon which the market position and marketing strategy for her works are developed. Besides, Sophie Hong's art career has been growing upon a steady balance between creative ideas and marketing, respectively being the interior and exterior contexts of her works. This model of deriving marketing strategies from characteristics of costume works has helped her avoid creating popularized works and engaging in commercialization. Based on the characteristics of her creative works, Sophie Hong has never ceased to innovate, reinforce her creativity, and maintain uniqueness of her works to attract customers of the target market and make a perfect connection between artistic designs and marketing. Her way of creating and marketing costume art can be a reference for the practice of art management.

並列關鍵字

Sophie Hong ； Art of Costume ； Style of Work ； Marketing Strategies

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