碩士 / 輔仁大學 / 織品服裝學系 / 96 / This study aims at investigating the factors relevant to the establishments of the fashion flagship stores by local Taiwanese brands, the experience on establishing and operating them, and their developments. In addition, the multi-case research method is applied to the analysis how local Taiwanese fashion brands create differentiating advantages by managing the channel of new flagship store. By means of literature review, I explore the evolution of the retail channels, deduce the formation of new flagship store, and thus understand the concepts relevant to the retail channel of flagship store as well as every differentiating advantage of retail.
For the empirical research, I choose one business from local Taiwanese fashion brands in the initial stage, middle stage and those in preparation for establishing fashion flagship stores respectively for in-depth interviews and hereby obtain critical findings as below.
1. The factors relevant to the establishments of flagship store by local Taiwanese fashion brands can be mainly divided into (1) personal factor: key and channel cognition, (2) organizational factor: organizational background, philosophy of business, attributes of brand style, and customer segmentation, and (3) environmental factor: market maturity and customer transition.
2. The establishment experience of the fashion flagship stores by local Taiwanese brands and their developments are further illustrated. The relevant factors mentioned above accelerate the establishments of the fashion flagship stores, in which the process can be mainly divided into 5 stages:
Stage 1: production of cognition and concept→Stage 2: evaluation of advantages and disadvantages→Stage 3: market research and goal establishment→Stage 4: market test and evaluation and store establishment→Stage 5: success or failure.
3. The differentiating advantages achieved by local Taiwanese fashion brands through the channel of flagship store are:
（1） The quality of service space is increased.
（2） The brand image is promoted.
（3） The total share of customer is expanded.
This paper finds that due to the competition and stress, the fashion brands would like to escape from traditional competitions and, thus, choose a new retail channel of flagship store, which helps generating more competitive advantages than traditional channels as well as results in positive influences on establishing customer relationship, customer loyalty, and market image and positioning. Furthermore, since the flagship stores are managed in unique methods, the brand awareness is increased even more. Finally, according to the research, suggestions are brought up for fashion brands and the following research.
| Identifer | oai:union.ndltd.org:TW/096FJU00525014 |
| Date | January 2008 |
| Creators | I-FANG LEE, 李一芳 |
| Contributors | Gou-Fong Liaw, 廖國鋒 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 107 |
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