國際連鎖服飾品牌空間設計表現形式之研究

Abstract

過去在單一的銷售模式下，商品喜好的選擇成為消費者購物時直接的考量因素，也佔據大部分的購買意願，然而在服飾產業中，近年來隨著品牌效益的增加，多元且富含品牌特色的商品不斷的推陳出新，更由於生活品質的提升及各式服務流程的豐富下，顧客於消費時的購買傾向，不再只停留於商品本身，漸漸的也轉往至其它因素上，造就品牌經營呈現多元化的樣貌，因此透過實體商業空間的呈現，使消費者能進一步的接觸企業品牌，便有可能是品牌吸引力的另一項要素。同時隨著近幾年來因為國際連鎖服飾的興起，同步於國外的導入下，帶入品牌整體意象的思維傳達，呈現國際的標準化策略，結合品牌意象導入至空間的脈絡，漸漸的成為品牌經營的一部分，因此本研究藉由近年來國內引進之三大國際連鎖服飾品牌UNIQLO、ZARA、GAP為案例探討，透過既有文獻輔以實地觀察之結果，比較分析各品牌間之空間形式及特徵，並結合品牌沿革之發展，進而延伸至空間識別，瞭解到日本UNIQLO於空間形式上，透過制序及條列式的空間安排，作為整體之規劃;西班牙ZARA透過品牌語彙的延伸呼應至空間營造，採用黑白色系的強烈對比，延伸其簡潔俐落的品牌理念;美國GAP則是以其清爽、休閒的品牌精神打造其購物空間，藉由其元素構成，完整詮釋品牌的背景特色。因此藉由其差異性及發展趨勢，彙整出創作之基礎，依據品牌背景的意涵，規劃適宜之服飾空間。透過虛擬空間之操作，對應其背景沿革，塑造其形式及特徵，進一步導入於品牌空間之呈現，結合店頭、店內及展示之整合，傳達品牌欲訴說之形象特質及意涵，藉此完整的將品牌與空間有效的整合，使空間不僅只於視覺感官的體驗，同時更是品牌意象的延伸。最後並採取意象圖面模擬之呈現，對應至前述分析及歸納，結合空間識別的思考模式下，創造符合具有特色的服飾品牌之空間氛圍，希望藉由本研究之結果，能提供未來相關連鎖服飾商品展售空間於設計規劃之參考。

In the past, while the single selling mode existed, the favor of the customers to the product becomes the main consideration and desire of consuming. However, recently in fashion clothing industry, many new brands build up leading to a wide variety of new products containing different brand characteristic. As long as the improvement of living standard and varieties of choices of services, the desire of consuming change from the product itself to other factors as well, leading to a diversification of the characteristics of the brands. With the use of real showing space, the consumers can come into contact with the brands gaining more attraction to them. At the same time, the coming of more and more international chains of clothing store has brought an international standard of the brand concept to the consumers. The operation of the brand gradually connects the brand concept with the space presentation delivering message to the consumers. This study will bring the three large brands in the world, UNIQLO, ZARA and GAP into discussion of this topic through the literature and the observation result to analyze and compare the spatial design between brands. By combining the history of the brands and the spatial design, UNIQLO is using row by row and regular order as the overall planning while ZARA is using the contrast of black and white to show the extension of the brand concept of "neat and tidy" to the space. Gap is using the concept of comfortable and causal brand spirit to implement into the special design which bring out the characteristics of the brand. Therefore, based on the different characteristics and development trends of the brands, basic design concept is determined to plan the suitable clothing display. Through the operation in virtual environment, spatial design based on brands history, concept and different characteristics can be show to the consumers from outside to inside of the shops, not just only the vision feelings, but also the deep meanings of the brands, bringing out the brands overall concept. Finally, model concept figure will be show based on the interpretation of the analyze and conclusion, combining the spatial design concept of the brands and creating the fitting design environment with the brands characteristics. The study can create a reference for shop design of the chains of clothing store.