時尚品牌行銷模式之研究

The Study on the Marketing Model of Fashion Brand

盧縉梅

指導教授 ： 賴建都

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2007年)

摘要

摘要

服裝是人們於生活美學中的動態展示品，都市是人們展示生活品味的活動空 間，消費是人們美學品味的社會行為，品牌是人們消費決策的密友；永保品牌新 鮮值、期望值，與品牌依存產生情感共鳴，無須行銷而行銷如影隨形。媒體是品 牌包裝發言的媒介，流行是觀察社會脈動的指標，柔軟的美學、設計、時尚品牌 產業已經成為堅硬、強大的全球性經濟力。更多的產業亦以時尚為概念、以創意 為依歸。鑑於時尚與流行之特徵快速、短暫、多變，資料與資訊的推陳出新和變 化多端，永無截止日，因為每個下一秒都將出現新提案、新演出，因此深感本研 究的資料只是階段性的呈現，此乃時尚的挑戰性與魅力之所在。
本研究的主要目的以解析時尚產業的經營結構與行銷模式，透過國際知名具 影響力與指標性的時尚品牌，結合文獻探討，針對學者專家與時尚產業之關鍵人 物，各方論述與各種引起風潮之議題，做各項的分類整理，其中案例之整理方式 以相關報導的內容做接近原貌的轉述，因為平面媒體的陳述方式，也是一種引導 與影響的傳播模式，對社會觀察實屬重要。同時發現堅實經濟力之時尚產業於各層面的有效運用，實為經典足為典範，結構上環環相扣之智慧結晶，期待不但能作為本研究創作之依據，更期望對台灣相關之時尚產業界，能放眼國際，做全球性格局之思考，於設計開發、行銷應用、經營方向等等…提供實質的參考價值。

關鍵字 : 時尚品牌、品牌故事、品牌形象、消費行為、行銷模式

關鍵字

時尚品牌 ； 品牌故事 ； 品牌形象 ； 消費行為 ； 行銷模式

並列摘要

Abstract

Fashion industry is a dynamic display of the aesthetics of people's life, while a city is a living space where people demonstrate their life styles. Consumptions are social behaviors of people's aesthetic senses and as for brands, they are our close friends when it comes to making decisions on what to purchase. To keep a brand fresh and with highly expected values all the time, it has to be an emotional resonance with the brand interdependently. Therefore, marketing is no longer necessary and yet it is everywhere. Since the media are the brands to speak up for themselves while fashion is the target for observing social trends, those soft esthetics, designs and fashion brand industries have already become strong and powerful global economical capability. Now more and more industries are taking concepts of fashion and creativity from fashion as their new strategies. Since the characteristics of both vogue and fashion are rapid, short and changeable, the data and the information always have to be up to date accordingly and there's no end to this because there is a new proposal or new performance coming out in every second. Therefore, this study can only be the representations and observation of certain periods and this is also the challenge of fashion and where the charm of it lies as well.
The purpose of this study is to understand and analyze the management structure and marketing model of fashion business. Through studying international well-known brands and their influences, combining references, experts' comments and key characteristics of fashion industry that cause subjects of popular topics, The author provide classifications and organized categorizations. The method used to classify the cases is citing from the original content of related reports since the way of storytelling of magazines or newspapers has a guiding influence. It is substantial representation to social observation. On the other hand, knowing that fashion industries with strong economic power have effective applications at all levels is truly a precious paradigm as well as the essence of wisdom that closely connected to the elements in the world of fashion. The author sincerely hope that it will not only be the basis of the study but also provide references to the fashion-related industries in Taiwan for going international, market, design development, marketing application, managing direction and etc.
Key words：Brand image, Brand story, Consume behavior, Fashion brand,
Marketing

參考文獻

FIGARO TAIWAN 2007 No.44 p.149

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