| 摘要: | 服裝設計師與獨立品牌產業是國際時尚產業經濟的重要一環，同時也是時尚流行的主軸。服裝設計師現今面臨的挑戰比以往還嚴峻，因應現代科技技術發展以及全球資訊即時化的影響，服裝織品設計須在快速反應需求的同時創造多元化產品，使服裝設計師獨立品牌產業目前在發展上遇到了挑戰。不僅如此，我國新興品牌還要在國內外精品設計品牌服裝及快時尚中夾縫求生，本文好奇我國服裝設計師與獨立品牌產業該如何以新穎的方式來突破目前所遇到的挑戰。
本研究以國內服裝設計師獨立品牌案例歸納分析：王陳彩霞、林國基、黃嘉祥、周裕穎、蔡麗玉等我國著名設計師品牌作為主要研究標的，並運用產業經濟學結構-行為-績效理論模型，由供給面、需求面、政府政策、廠商行為以及營運績效彼此之間關係，分析我國設計師與獨立品牌產業並提出具體建議。
本文的發現如下：首先，我國政府文化產業政策須作更長遠的規劃。建議政府擬定文化產業政策以短、中、長期政策規劃，成立國內專業有力的品牌設計服裝時尚產業組織，由前輩率領中生代、新銳設計師帶領國內品牌時裝時尚產業未來發展。加強品牌形象包裝與國際行銷人才培育相關長期計畫，採用國家隊團體聯合行銷模式推展至國際間，增加國際間銷通路談判優勢。其次，國內服裝設計師獨立品牌需具備發展品牌能力。除了致力自有品牌產品線發展，與藝術、工藝跨域合作，激發更多新創意，使品牌朝向多元化發展的可能性以及與不同產業異業聯盟方式，增加品牌深度及廣度對抗競爭激烈的品牌服裝市場。
本研究分析國內服裝設計師與獨立品牌產業現況與未來展望，分別對政府及服裝設計師獨立品牌提出建言，希望能提供國內服裝設計師獨立品牌研究方案參考，並對有興趣從事服裝設計獨立品牌產業經營有所助益。;Fashion designers and independent brand industries are an important role of the international fashion industry economy. In response to the development of modern science and technology and the real-time global information, the design of clothing fabrics is diversified and quickly responds to the demand, which makes the independent designer brand industry worsen.
Case study analysis is applied, taking the domestic fashion designer independent brands: Shiatzy Chen, Goji Lin, Jasper Huang, Justin Chou, Lilian Tsai, etc. as the main research targets. And the structure-behavior-performance theory model were used to analyze market structure, supplier behavior and operating performance.
The research found that firstly, Taiwan government′s cultural industry policies must be planned for a longer period of time. It is recommended that the government formulate cultural industry policies with short, medium and long-term policy plans, and establish a domestic professional and powerful fashion design brand organization in which the cutting-edge designers leads the future development of the domestic fashion brands and the industry. Secondly, the independent fashion designers brands in Taiwan need to, not only, be able to develop its own brand, but also dedicate to the development of its own brand product line, increasing the depth and breadth of the brand in order to survive in the face of the competitive fashion brand market.
This study gives suggestions to the government and designer brands, hoping to provide helpful reference for future independent brand research and for those who are interested in engaging in the independent brand fashion industry. |
