| 摘要(英) |
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,
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| 參考文獻 |
參考文獻
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中文部分：
台灣紡織工業概況報告(2008),臺北市：中華民國紡織拓展協會
孫德萍 譯(2008). Kotler,Philip原著. B2B brand management 品牌管理勝經,臺北市：日月文化出版
高登第 譯(2001). Aaker, David A.原著. 品牌管理,臺北市：天下遠見出版
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程國光（2001）.流行服飾代理品牌經營概念之探討，輔仁大學織品所碩士論文。
趙文慈(2007).服裝設計師品牌自創歷程之探討-以台灣品牌設計師為例，輔仁大學織品所碩士論文。
網路資料：
Vogue 官方網站- http://www.vogue.com.tw/ 檢索日期：2010/5/20
溫慶珠ISABELLE WEN官網- http://www.isabelle-wen.com/ 檢索日期：2010/5/28
黃淑琦Huang Shu Chi Taipei Design官網- http://www.huangshuchi.com/檢索日期：2010/5/28
竇騰璜&張李玉菁STEPHANE DOU–CHANGLEE YUGIN服飾官網-http://www.stephanedou.com/ 檢索日期：2010/5/28
經濟部文化創意產業推動辦公室- http://cci.culture.tw/cci/cci/index.php 檢索日期：2010/4/18
台灣光華智庫-
http://www.taiwan-panorama.com/mag_list.php?h1=%A5x%C6W%BCg%AFu&h2=%AB%B0%A5%AB%AFS%BCg 檢索日期：2010/4/20
紡拓會全球資訊網- http://news.textiles.org.tw/ 檢索日期：2010/5/1
FREE EAST 品牌官網- http://www.free-east.com.tw/ 檢索日期：2010/6/1
Wentse 品牌官網- http://www.team10.com/wentse/ 檢索日期：2010/5/29
Playin’ 品牌官網- http://www.playin.com.tw/html/front/bin/home.phtml 檢索日期：2010/5/29
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