| dc.contributor.advisor | 羅明琇 | zh_TW |
| dc.contributor.advisor | Lo, Ming-Shiow | en_US |
| dc.contributor.author (Authors) | 邱蘭婷 | zh_TW |
| dc.contributor.author (Authors) | Chiu, Lan-Ting | en_US |
| dc.creator (作者) | 邱蘭婷 | zh_TW |
| dc.creator (作者) | Chiu, Lan-Ting | en_US |
| dc.date (日期) | 2024 | en_US |
| dc.date.accessioned | 4-Sep-2024 13:47:12 (UTC+8) | - |
| dc.date.available | 4-Sep-2024 13:47:12 (UTC+8) | - |
| dc.date.issued (上傳時間) | 4-Sep-2024 13:47:12 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0109933015 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/153084 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 109933015 | zh_TW |
| dc.description.abstract (摘要) | In the society with rising environmental awareness, more and more secondhand apparel shops have popped up in Taiwan. However, according to the observation from a modern secondhand apparel shop, the supply in the market far exceeds the demand. The public's acceptance of secondhand clothes has increased, but the popularity of buying secondhand clothes still lags behind. Secondhand apparel industry has market potential, but how to attract more people who have not bought secondhand clothes into this loop may be the main challenge for shops at present.
The business plan tries to overcome it. With the analysis of Taiwanese females’ purchasing willingness and preference for secondhand clothes through survey and secondary data, the author plans to set up “UE &more”. It will be a modern secondhand apparel select shop with effortless chic style. People who like this style can more easily find their favorite items and also get inspiration for the outfits at the store. Also, they can join workshops there, having fun in the style clothing matching and DIY of accessories through recycled fabrics. The mission of shop is to advocate effortless chic philosophy through the practice in circular economy, bringing people with beauty, confidence, and awareness of environmental protection. | en_US |
| dc.description.tableofcontents | 1. Executive Summary 1
2. General Company Description 3
2.1. Company Profile and Brand Story 3
2.2. Business Model Canvas 6
3. Market overview 9
3.1. Secondhand apparel market in the world 9
3.2. Secondhand apparel market in Taiwan 10
3.3. Taiwanese female’s consumption preference on apparel 11
3.4. Handmade trend in Taiwan 13
3.5. Competitor analysis 13
4. Positioning and strategies 18
4.1. Survey 18
4.2. Customer segments 27
4.3. Value Proposition 28
5. Marketing strategies 33
5.1. Product 33
5.2. Price 34
5.3. Channels 34
5.4. Customer relationships 35
5.4.1. Integrated Marketing Communications 36
5.4.2. Membership Program 38
6. Operational Plan 40
6.1. Key Resources 40
6.2. Key Activities 43
6.3. Key partners 49
6.4. Objectives of three phases 50
7. Financial Plan 52
7.1. Underground (first 2 months) 52
7.2. Ground Opening and Development (2 years) 54
7.3. Brand Identity (3rd~5th year) 58
8. Conclusion 61
9. Reference 63 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0109933015 | en_US |
| dc.subject (關鍵詞) | Secondhand apparel | en_US |
| dc.subject (關鍵詞) | Circular economy | en_US |
| dc.subject (關鍵詞) | Taiwan | en_US |
| dc.title (題名) | 二手衣商業企劃書: 悠衣坊 | zh_TW |
| dc.title (題名) | A Business Plan for A Secondhand Apparel Shop: UE &more | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 1. Sadowski, Michael, “Taking Stock of Progress Against the Roadmap to Net Zero”. Report of Apparel Impact Institute (2023): pp.2
2. United Daily News (2020). Fashion disaster! Excess consumption and Difficulty in recycling...Nearly 100 million tons of clothes are thrown away in the world annually.
https://vip.udn.com/vip/story/121162/4707767
3. Mahsa Shahbandeh, and Tuğba Şabanoğlu, “A Statista Dossierplus on The Secondhand Apparel Market and The Growth of The Resale Segment”, Statista Report (2022.08), pp. 6
4. United Daily News (2024). The environmental disaster of fast fashion.
https://vip.udn.com/event/newmedia_secondhand_fashion
5. Liberty Times Net (2016). On average, Taiwanese throw away nearly 18 pieces of clothing every minute.
https://news.ltn.com.tw/news/life/breakingnews/1743175
6. China Times (2021). Secondhand Auction is All the Rage: Views of Secondhand Clothing increased by 99%.
https://www.chinatimes.com/realtimenews/20211021005283-260410?chdtv
7. Carousell News (2021). Secondhand Goods Become the First Choice Among More Young People Under Age of 35 in Taiwan.
https://blog.carousell.com/tw/%E6%97%8B%E8%BD%89%E6%96%B0%E8%81%9E-carousell-news/%E5%8F%B0%E7%81%A3%E4%BA%8C%E6%89%8B%E5%B8%82%E5%A0%B4%E8%AA%BF%E6%9F%A5/
8. i-Buzz Research (2019). A Battle of Affordable Fast Fashion: Taiwanese Loves UNIQLO; NET wins Reputation of “Conscientious Company".
https://www.i-buzz.com.tw/article/article?atype=industry&id=241
9. ELLE Taiwan (2023). What Taiwanese Females Bought in 2023? Fashion E-Commerce NET-A-PORTER Releases the Best-Selling brands.
https://www.elle.com/tw/fashion/street-snap/g46172634/2023-top-brand-net-a-porter/
10. Business Today (2018). DNA in Craftsman.
https://www.businesstoday.com.tw/article/category/80732/post/201802070067/
11. Hye Jin Nam, and Jisoo Ha, “A Study on Effortless Chic in Modern Fashion”, Journal of the Korean Society of Clothing and Textiles, Vol. 41, No. 6 (2017) p.1006
12. Yung Ching Rehouse Co. (2024). New Taipei's Top Ten Most Expensive MRT Stations for Store Rentals.
https://knowhow.yungching.com.tw/article/3506 | zh_TW |
