| Summary: | 碩士 === 大葉大學 === 設計暨藝術學院碩士班 === 104 === Under the backdrop of a changing economic structure, brand development has become an important trend for the establishment or transformation of business for Taiwan companies. The creation and development of a brand is more than just the image of a business; it is also a representation of the business’s products and philosophies, while also being one of the factors influencing consumers’ purchasing decisions. Therefore, brand creation and sales are very important to businesses. Successful brand sales are able to bring relatively more benefits to businesses. Fashion brands, which have been in existence for approximately 26 years since the 1990s, have created many conversation topics and fashion styles. In terms of Asian brands, BAPE is one of the well-known businesses. Its brand development process also started with brand creation, gradually developing into the internationally renowned brand it is at present through brand sales. BAPE’s brand creation and business and sales models have enabled the continuity of its business, illustrating the success of the BAPE brand.
This study will establish its research framework based on the factors of fashion brand development, product design, and successful brand sales obtained through literature review, and conduct in-depth studies and analyses on BAPE. Questionnaires and interviews will be employed to review the characteristics of the BAPE brand, as well as its brand sales methods, so as to understand the factors contributing to its successful sales since brand creation. Through research and analyses, the study summarizes and attributes the successful sales of BAPE to brand image, uniqueness, topicality, and quality. It is hoped that the brand analysis and research conducted on BAPE will serve as a practical reference for brand creators in Taiwan in terms of brand entrepreneurship and sales.
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