「快速時尚」消費現象之研究-以表演藝術經紀為例

Abstract

在快速時尚品牌大肆進駐台灣的消費市場後，整個消費環境掀起了「人人負擔得起的時尚」以及「平價奢華」的消費現象，改變了時尚業者的產銷型態與消費者的消費行為，也影響不同消費階層的流動轉換。然而，快速時尚所帶動的出的消費現象已明顯地從時尚界擴散至各種不同類型的產業市場之中，為因應這股難擋的熱潮，各種產業與企業品牌除了產製更多高貴不貴的商品以滿足新貧階級的需求外，更開始效仿快速時尚公司的經營模式以創造更多的市場機會。

本研究從質化的研究角度，以快速時尚消費現象為研究立基點，透過深度訪談的方式，解析其中具備的特質之外，並透過表演藝術經紀的交易活動，從時尚產業之外的市場環境中剖析快速時尚消費現象的特徵。綜合分析後，針對「市場位置」、「消費族群」、「消費態度」以及「消費慾望操作」四個部分來定義快速時尚消費現象的特質，並延伸至表演藝術經紀產業，透過「品牌定位」、「消費層面」、「商品與定價」以及「消費認同」進行連結回應，最後對快速時尚消費現象以及目前跨產業的關聯提出發現與反思。As fast-fashion brand wantonly entered the consumer market in Taiwan, the conception of "fashion for everybody" and "luxury sedan" from consumer phenomenon of fast fashion starts to rise in consumer environment, not only changing shopping pattern in industries, but also influencing different consumer class. However, the consumer phenomenon of fast fashion is expanding to market of all kinds of industry, each industry and brand is producing more “affordable luxury” goods for meeting the new needs and new poor porty, also copying business model of fast fashion company for making more opportunities in market.

This study is based on consumer phenomenon of fast fashion to analyze the characteristic and to discuss how dose consumer phenomenon of fast fashion show on outside of fashion industry in performing arts agents’ behavior by in-depth interviews of qualitative research. After a comprehensive analysis, the consumer phenomenon of fast fashion is defined by "market position", "consumers type", "consumer attitudes" and " desires control", responded and linked by "branding position", "consumer level", "product and price" and "consumer identity" from performing arts agents’ behavior. Moreover, this study discovered and reflected the association between consumer phenomenon of fast fashion and cross-industry for market in Taiwan.