Exploring The New Business Model of New Luxury Clothing Brands under The M-type Society Trend.

• Main Authors: Ying-I Cho, 卓瑩漪
• Other Authors: Su-Lee Tsai
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/52911634889349091375

碩士 === 輔仁大學 === 織品服裝學系 === 96 === Taiwan government strongly promotes design and brand because she realizes these are two key issues in competing in the creative knowledge economy world. This policy, directly or indirectly, help many Taiwanese designers enter the fashion industry, no matter in domestic market or international market. However, the increasing complexity of the world economy and the fast changing consumer tastes has brought great challenges to those designers. Moreover, the M-type society has created two extreme consumer behaviors. The right-hand side, so-called “New Luxury” has great potential in revenue and profits. Therefore, this study focuses on “New Luxury” fashion companies. Also, how to create an innovation business model is critical for them to compete successfully in the future. Therefore, to study how and what innovation business model that these fashion designer companies are using is worthwhile exploiting. This is a case base study with in-depth interviews. In this research, .we use Gary Hamel’s innovation business model with some modifications after thorough literature reviewed. Three cases, GIOIA PAN, Shawnyi, and SHIATZY CHEN were chosen because they position themselves in this category. Hence, this study first examines whether they meet the “New Luxury” market and then explore their innovation business model from three perspectives: value proposition, delivery mechanism, and actualization mechanism. The findings of this research are as follows: The performances in value proposition of these cases are well recognized and can be connected with global development, but less perceivable in value network and customer interface. We also found that there is a close relationship between the new business model and the essential elements of “new luxury brand”; that is, the company’s profit is built on :(1) the value proposition based on quality; (2) the price advantage can be obtained by way of the suitable configuration of value network; (3) the atmosphere of uniqueness of the products and luxury style are built by customer benefits, customer interface and pricing structure; (4)the customers’ successful shopping experience derives from clearly distinguishing the company boundaries.