The Construction of Brand Identity System and Design Development of Work Shoes

• Main Authors: Chiun-Pei Chen, 陳群佩
• Other Authors: 高惠瓊
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/gjfmfr

碩士 === 國立臺中科技大學 === 商業設計系碩士班 === 101 === Taiwan had enjoyed the reputation of "shoe kingdom" in the international markets in 1976, but as the market environment changes and the other factors such as flight of industries, Taiwan’s status in OEM or ODM markets has been replaced by other countries such as mainland China and Southeast Asian countries, resulting in Taiwan''s competitiveness decline. Therefore, how to use the thick basis of shoe manufacturing ability to positively transform into a brand nation is the problem to breakthrough of the government and enterprises, and the market of high professional and technical work shoes is worth to enter. However, Taiwanese generally have an impression that work shoes are bulky and not attractive in design, but in Europe and the United States, people have long been wearing work shoes generally; Famous persons like David Beckham and Takuya Kimura et al also favorite work shoes; in last year, the Australian tap dance group "tap dogs" demonstrated the combination between dance and cultural elements of steel works, and even staged work shoes; all of this make work shoes gradually become a fashion. Second, because the concept of industrial safety is insufficient, and the government has never taken active propaganda, so the number of foot injury cases in domestic occupational accident statistics of the whole industry is increasing every year, and results in a considerable social burden. Therefore, the promotion of the concept of using work shoes is the optimal solution. Coupled with the rise of casual trend in recent years, if work shoes can be blended with leisure elements, which will be the future trend of development. In view of this, the manufacturer in this case had several decades experiences of cooperating with the European and American well-known brands¸ including OEM and ODM, and has many world patents, and hopes to build their own brand to enter the international markets. Because the company had many times experience of cooperating with the researcher to develop shoes, in this March, it authorized the researcher to carry on the brand planning and shoe designing for fall and winter in 2013. Through the literature exploration, case study, and other ways, we had reached (1) Constructing the planning of brand strategy and brand Identity system; (2) Designing shoes for fall and winter in 2013. Through the process of executing proposals, this study had summed up several trends of the development of work shoes in Taiwan: (1) Strategy application is the key to establishing the image of Taiwanese innate brand. (2) It is expected that the expanding concept of foot safety will bring strong market demands in Taiwan and other emerging areas; (3) work shoes have been evolving from practical function to fashion. We look forward that Taiwan''s shoe industry will find another way to compete in the global market. Hopefully, these results mentioned above could be offered to relevant areas of production and study for reference.