The Rise of Women’s Orange Consumption Chain Stores---- Case Study of Taipei’s EASY SHOP

• Main Authors: Hsiu-Yu Yi, 易秀瑜
• Other Authors: Chi-Tung Hung
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/5uwv3a

碩士 === 銘傳大學 === 媒體空間設計研究所碩士班 === 93 === Underwear is a very personal clothe for women. The function and value of underwear change not only in different sales but also in consumption. However, there were few researches talked about gender consumption space in the past. The space they talked about was women’s life space and the safe problems. This research is talking about women consumption space which is never been talked before and is different from the gender spaces. We believe that women regard gender consumption space as different vision from men. This research talked about Taipei EASY SHOP''s distribution and development. What were the relationships of distribution, structure of consumption, customer’s feel, and space use of EASY SHOP in different area? First, I surveyed the area, location, etc. of 24 EASY SHOPs in Taipei then took three of them for example and compared with Zhong-Xing store in Gui-Shan. Then I interviewed some customers to understand their consuming behavior, feeling, and personal experiences in EASY SHOP. The research got some conclusions: (1) the design of consumption space: EASY SHOP sets a new style of space, and the way they display makes the balance between safety and private. (2) Location of consumption space: Taipei’s EASY SHOPs like to set in the center of Taipei such as the main roads, corners, and business areas. (3) Different customers’ need and feel: women’s need and shopping way do not change a lot, but in different ages, they have different shopping time, activities, habits, and need. Through researching underwear stores, the thesis found the changes about gender’s consumption spaces in location, indoor design, women’s need and the difference of consumption space. A consumption space is not just a consumption space. It needs to provide more services about body and mentality for customers. Finally, I hope this thesis can give readers some ideas about customers’ need for gender spaces.