Taiwan''s fashion designers brand image creation and Positioning Strategy

• Main Authors: Yi-wen Chen, 陳憶雯
• Other Authors: Dong-Shang Chang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/79292543323641073031

碩士 === 國立中央大學 === 企業管理研究所 === 98 === 　　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,