台灣紡織產業發展迄今，有越來越多的業者從傳統的代工製造，逐步走向自有品牌的的經營模式，同時國際舞台上也逐漸能夠來自台灣服裝設計師的品牌活躍其中。然而，國內設計師如何經營設計師品牌，一直是一個有趣但尚未被探索的問題。 因此，本研究擬探討國內設計師品牌形象塑造要素組成與品牌策略之運作。本研究以個案研究的方式，透過對國內設計師的訪談，我們得以深入了解國內設計師品牌的如何透過其他們本身的專業技術、獨特的品味與對時尚的敏銳度，塑造出具有個人風格的品牌形象，進而成功進入市場中。 透過訪談結果，本研究重新釐清了設計師品牌的定義，並且發現國內設計師品牌的運作手法皆涵蓋在本研究針對服裝設計師品牌形象塑造的架構中。最後，對於設計師品牌的品牌經營，本研究也提供相關的研究建議與實務性意涵。 Taiwan's textile industry development to date, there are a growing number of industry from the traditional OEM, gradually moving towards its own brand business model. At the same time , we can find that there are more and more Taiwan's fashion designers active in the international stage. However, domestic designers how to run their designer brands has been an interesting question but not be explored yet. Therefore, this study was to explore the domestic designer brand image elements and brand strategies’ operation. In this study, case study approach, through interviews with domestic designers .We were able to in-depth understanding of how domestic designer brands operated through its expertise in their own unique taste and sensitivity of fashion to create personal style with the brand image, and then successfully entered the market. After the interviews, we re-clarified the definition of designer brands. And find that domestic brand practices and designer brand image building are covered in this framework. Finally, this study also provide some advice and practical implications to the designer brand management,
