A story on the Brand Stories of Fashion Luxury Bags

• Main Authors: LIN, MEI YUN, 林美雲
• Other Authors: Wu Chung Min
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/zhv7wq

碩士 === 國立臺北科技大學 === 管理學院經營管理EMBA專班 === 105 === The fashion business structure has been converted for the past few years, women luxury bag be the most important position for women main consumption product in fashion market. In addition to the product itself has the function of market demand, fashion brand or designer’s fame, merchandise directly to consumers purchasing stimulus, commodities and their tastes elevated association can make fashion boutique bag becomes a pleasure of luxury. Branding is all about creating unanimity between products, will be able to bring competitiveness and future development of the branding. Therefore, boutique design innovation and branding market become a focus of fashion market. This study is a qualitative research of content analysis methods from selected 6 cases, encoding the fine package on the official website of the brand stories. Using the semi structured interviews to compare the obtained results with the strategy of storytelling -marketing.