Z世代消費行為對時尚品牌經營之影響 : 以服裝設計師品牌 HUANG SHU CHI 為例

Abstract

Z世代，意指在1996年至2010年出生的一代。時至今日，Z世代前段已陸續進入職場，並逐漸成為未來消費市場的主力，如何掌握此族群的消費習慣與行為對未來消費產業發展至關重要，此時亦正是此族群對品牌喜好、態度和認知形成的重要時段。如能抓住這個黃金時間，與Z世代消費者建立緊密聯結，那麼對品牌未來的經營發展肯定有相當大的助益。作為網路時代原住民的Z世代族群，在移動網路、去中心化、二次元文化的影響下，表現出了獨特的消費行為特徵。在消費升級的大背景下，此族群對流行時尚的消費需求也正發生著變化，他們關注品牌的背景文化、設計意涵，更在意消費體驗與便利性。種種行為跡象改變了一直以來的流行規則並重新定義時尚。2010年「文化創意產業發展法」完成立法，成為目標明確的國家產業政策。而文創產業類別中的第十一項即是本研究所述之設計師品牌。憑藉著創意衍生品的價值鏈、價值提升模式，文創產業對促進國家經濟發展極具助益。本文以流行設計時尚產業為例，發展文化創意產業更重要的意義表現在其對新的創意與舊的文化與工藝的影響力。藉由流行時尚的設計創意發展新的商業模式。本研究者擁有在流行時尚產業近三十年的工作經驗，對時尚產業有著深層次的理解。希望透過深入研究Z世代人群特徵、消費習慣與潛在需求。在現有流行時尚商業模式的情況與不足的基礎上，結合專家訪談及個案分析，打造符合Z世代消費群體需求的流行時尚新商業模式。Generation Z means the generation born between 1996 and 2010. Today, the early part of the Z generation has entered the workplace one after another, and has gradually become the main force in the future consumer market. How to master the consumption habits and behaviors of this ethnic group is crucial to the future development of the consumer industry. It is also this ethnic group’s brand preference, An important period for the formation of attitudes and cognitions. If you can seize this prime time and establish a close connection with Generation Z consumers, it will certainly be of great help to the brand's future business development. As the aborigines of the Internet age, the Generation Z ethnic group, under the influence of the mobile Internet, decentralization, and the two-dimensional culture, has shown unique characteristics of consumer behavior. In the context of consumption upgrades, this ethnic group's consumer demand for popular fashion is also changing. They pay attention to the background culture and design meaning of the brand, and they are more concerned about the consumer experience and convenience. Various signs of behavior have changed the prevailing rules and redefine fashion.In 2010, the "Cultural and Creative Industries Development Law" completed its legislation and became a national industrial policy with clear goals. The eleventh item in the cultural and creative industry category is the designer brand mentioned in this research. Relying on the value chain and value enhancement model of creative derivatives, the cultural and creative industry is extremely helpful to promote the country's economic development. This article takes the popular design and fashion industry as an example. The more important significance of developing the cultural creative industry is its influence on new creativity and old culture and craftsmanship. Develop new business models through popular and fashionable design creativity.The researcher has nearly 30 years of work experience in the fashion industry and has a deep understanding of the fashion industry. I hope that through in-depth research on the characteristics, consumption habits and potential needs of the Z generation. On the basis of the current situation and deficiencies of the popular fashion business model, combined with expert interviews and case analysis, we will create a new fashion business model that meets the needs of Generation Z consumer groups.