服裝零售業ESG綠色商機的競爭策略 : 以Steven服飾品牌為例

Abstract

摘要

本研究以Steven服飾品牌為案例，探討服裝零售業在ESG（環境、社會與公司治 理）趨勢下，如何開拓綠色商機並制定競爭策略。隨著全球對永續發展的重視，聯合 國提出的永續發展目標（SDGs）已成為企業發展的重要指標，其中SDGs第11項（永 續城市與社區）、SDGs第12項（確保永續消費與生產模式）及SDGs第14項（水下生 命）與服裝零售業的永續轉型息息相關。 Steven服飾品牌，作為一家以現貨採購與品 牌代理為主的企業，面臨如何在不涉及設計與生產的經營模式下，實現ESG目標並提 升競爭力的挑戰。 本研究結合 ，配合再司徒達賢教授的「策略管理新論」與PEST、SWOT、 6R理論（Refuse、Reduce、Reuse、Recycle、 Renew、 Redesign）為理論框架，分析服裝零售業的ESG實踐模式,設計適用於Steven服飾的競爭策略。研究發現， Steven服飾品牌可以透過供應鏈透明化、綠色產品選擇、二手衣物回收、永續包裝及消費者教育等措施，實現永續目標並增強品牌價值。 此外，本研究從數個國際成功案例中（如Patagonia、H&M Conscious系UNIQLO 等等品牌及著名企業如歐萊德將咖啡渣、雄材大智舊衣回收計畫、廢塑膠再製造利用 等）提取可參考的實踐經驗，結合SDGs與ESG的相關性，提出適合Steven服飾的綠色 商機策略。研究結果表明，實現永續發展不僅能回應政策與市場需求，還能為企業創 造新的競爭優勢。 本研究的意義在於為服裝零售業提供實務參考，協助企業在ESG轉型過程中有效 應對挑戰，並透過綠色商機策略實現永續發展與競爭力提升的雙重目標。

中文關鍵詞：ESG（環境、社會與公司治理）、永續發展目標（SDGs）、策略管理新論、PEST分析、SWOT分析、6R理論、消費者教育、品牌、國際成功案例、企業社會責任（CSR）Abstract

This study takes Steven Fashion Brand as a case study to explore how the apparel retail industry can develop green business opportunities and formulate competitive strategies under the ESG (Environmental, Social, and Governance) trend. With the growing global emphasis on sustainable development, the United Nations’ Sustainable Development Goals (SDGs) have become key benchmarks for corporate growth. Among these, SDG 11 (Sustainable Cities and Communities), SDG12 (Responsible Consumption and Production), and SDG 14 (Life Below Water) are particularly relevant to the sustainability transformation of the apparel retail industry. As a company primarily engaged in ready-made garment procurement and brand agency, Steven faces the challenge of achieving ESG goals and enhancing competitiveness without being directly involved in design and production.This study integrates Professor Situ Daxian’s “New Strategy Management Theory” with PEST, SWOT, and the 6R Theory (Refuse, Reduce, Reuse, Recycle, Renew, Redesign) as the theoretical framework to analyze ESG implementation models in the apparel retail industry and design competitive strategies suitable for Steven Fashion Brand. The findings indicate that Steven Fashion can achieve sustainability goals and enhance brand value through supply chain transparency, green product selection, second-hand clothing recycling, sustainable packaging, and consumer education initiatives.Furthermore, this study draws insights from successful international case studies (such as Patagonia, H&M Conscious, UNIQLO, and renowned enterprises like O’right’s coffee ground recycling, Heroic Ambition’s second-hand clothing recycling project, and plastic waste upcycling) to establish practical green business strategies for Steven. The results demonstrate that achieving sustainability not only responds to policy and market demands but also creates new competitive advantages for enterprises. The significance of this study lies in providing practical references for the apparel retail industry, assisting companies in effectively addressing ESG transformation challenges, and achieving the dual goals of sustainable development and competitive advantage through green business strategies.

Keywords : ESG (Environmental, Social, and Governance), Sustainable Development Goals (SDGs), New Strategy Management Theory, PEST Analysis, SWOT Analysis, 6R Theory Recycle, Renew, Consumer Education, Branding, International Case Studies, Corporate Social Responsibility (CSR)