| Summary: | 碩士 === 銘傳大學 === 商品設計學系碩士班 === 103 === As people''s lifestyles change, people invests more time in leisure activities. Women start to spend more time and money in sports too. While sports underwear make up a good share of the growing market of women''s sporting apparels, physical stores are the major pathway for women to purchase these items as it is the major way for items to meet with consumers. However, there is no sporty lingerie store in Taiwan. As most sport bra markets are under the few famous brands. Besides, economic growth brings the living and education of publics to a new level that increases the percentages of women in the labor, which shows the great potential of the markets of female consumers. Also, within the past 10 years, the age at first marriage of Taiwanese women escalates from 29.5 to 32.2 years old, the age when women are economically- independent; this reveals that the group of teenage women is a new sport underwear market force that should not be underestimated.
In this research, we apply service design in the discussion of sporty lingerie stores, 7 TWIT aging 25-35 years old set their shopping process in the store together and we brainstormed to think of the information of products, the way how the products should be placed, the way to find the suitable underwear, the right and most effective way to try the underwear, profession degree of attendant, privacy issues in the fitting rooms and other privacy issues etc. And following with the service blueprints drawn and establish of service touch points by Elito analysis. The results provide not only the shopping process in sports lingerie stores while defining service touch points between the various processes, but also the evidence of improvements in service contents, products and servicescapes for the staffs.
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