| Summary: | 碩士 === 國立臺灣師範大學 === 設計研究所在職進修碩士班 === 96 === Abstract
Fashion industry is a dynamic display of the aesthetics of people's life, while a city is a living space where people demonstrate their life styles. Consumptions are social behaviors of people's aesthetic senses and as for brands, they are our close friends when it comes to making decisions on what to purchase. To keep a brand fresh and with highly expected values all the time, it has to be an emotional resonance with the brand interdependently. Therefore, marketing is no longer necessary and yet it is everywhere. Since the media are the brands to speak up for themselves while fashion is the target for observing social trends, those soft esthetics, designs and fashion brand industries have already become strong and powerful global economical capability. Now more and more industries are taking concepts of fashion and creativity from fashion as their new strategies. Since the characteristics of both vogue and fashion are rapid, short and changeable, the data and the information always have to be up to date accordingly and there's no end to this because there is a new proposal or new performance coming out in every second. Therefore, this study can only be the representations and observation of certain periods and this is also the challenge of fashion and where the charm of it lies as well.
The purpose of this study is to understand and analyze the management structure and marketing model of fashion business. Through studying international well-known brands and their influences, combining references, experts' comments and key characteristics of fashion industry that cause subjects of popular topics, The author provide classifications and organized categorizations. The method used to classify the cases is citing from the original content of related reports since the way of storytelling of magazines or newspapers has a guiding influence. It is substantial representation to social observation. On the other hand, knowing that fashion industries with strong economic power have effective applications at all levels is truly a precious paradigm as well as the essence of wisdom that closely connected to the elements in the world of fashion. The author sincerely hope that it will not only be the basis of the study but also provide references to the fashion-related industries in Taiwan for going international, market, design development, marketing application, managing direction and etc.
Key words：Brand image, Brand story, Consume behavior, Fashion brand,
Marketing
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