臺灣女裝品牌藍海策略之初探：以無齡感時尚生活館為例
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(3) Abstract The women’s clothes made by Taiwanese brands reached the summit between 1985-2005. With the experience, Taiwanese brands’ managers should understand the habits of consumers more than international brands. In the supply chain, they had absolute advantages over distance and speed. What is the reason that Taiwanese brands are going downhill? Author had run my own brand of women's clothes for 35 years. There are two reasons for Taiwanese brands are going downhill. First, the lack of an international perspective will lead to increasing production costs. Second, do not pay attention on advertising will cause less customers’ loyalty. So, this paper analyses by observational survey and case study method. The first chapter is an introduction including research background, research motivation and purpose. Chapter 2: Ageless, the definition of lifestyle, the definition of shopping malls and department stores and shopping malls’ regulations and security. Chapter3: Research methods by observational survey and case study method. Chapter4: From the research methods, we find that Taiwanese brands have obstacles in the supply chain and marketing because consumers do not like wear the same clothes with someone and international brands appear. Chapter 5: Building an ageless and fashionable center by finding market problems and potential opportunities. Chapter 6: Conclusion. Author hope to benefit society by making a new business.. Keywords : ageless, fashion, lifestyle, fashionable center, social enterprise. II.
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