後疫情時代健康機能服飾產品開發策略之研究-以台灣銀谷公司為例

Abstract

後疫情時代，「健康概念需求」已經是未來時尚產業的發展趨勢，受休閒及運動風盛行，健康機能服飾產品的開發策略變得更加重要。我們需要重新思考設計和材料選擇，以滿足消費者對身體放鬆健康不斷增長的需求。台灣紡織業者憑藉著多年的技術能力再加上政府有意擴大扶植時尚產業，已成為擁有紡織機能性功能布料的絕對優勢，本研究希望透過台灣銀谷公司的品牌案例研究，探討布料本身的功能與產品設計相結合，把時尚更健康化，讓時尚更人性化更貼近大眾的生活，以滿足市場對健康與時尚的需求。本論文以台灣銀谷公司為例，希望通過創新的產品設計和先進的技術，以滿足消費者對身體放鬆的需求，為消費者提供更健康、更舒適的穿著體驗，以達到我們所做的一切努力，都是為了消費者的健康為核心理念 ，再運用各種具身體放鬆的技術，例如；AQUATITAN、AQUAMETAL、及最新技術NANOMETAL於紗線及布料上水溶技術結合，如何在健康功能上讓產品中能更加的有創意及創新，作為產品開發時非常重要的依據參考。研究發現:在行銷方面公司核心策略是以消費者為中心，提供互動式產品體驗和全方位的服務。我們注重建立品牌形象和產品價值，通過多元化的行銷渠道和Phiten直營連鎖店及專櫃活動，吸引消費者的注意力，依據銷售數據分析，市場需求和消費者行為提高品牌知名度和產品銷售量，制定符合時代潮流和消費者期望的產品開發競爭力策略。

In the post-pandemic era, the"health concept demand" has become a development trend in the future fashion industry, driven by the popularity of leisure and sports styles. Functional clothing is highly valued by brands and consumers globally, making the development strategy for health-functional apparel products increasingly important. We need to rethink design and material selection to meet the growing consumer demand for relaxation and health. This thesis, using Taiwan's Yingu Company as a case study, aims to meet consumerdemands for body relaxation through innovative product design and advanced technology. By providing a healthier and more comfortable wearing experience, we emphasize consumer health as the core principle behind all our efforts. We will incorporate various body-relaxation technologies, such as AQUATITAN, AQUAMETAL, and the latest NANOMETAL, into yarns and fabrics using water-soluble techniques. The goal is to enhance the creativity and innovation in the health functionality of the products, serving as a crucial reference for product development.Research findings: In terms of marketing, the companys core strategy is consumer-centric, offerinf interactive product experiences and comprehensive services. We focus on building brand image and product value, attracting consumer attention through diversified marketing channels and Phiten direct-operated chain stores and counter activities. By analyzing sales data, market demand, and consumer behavior, we aim to increase brand awareness and product sales. This allows us to develop competitive strategies for product development that align with current trends and consumer expectations.