¶ … Wear Fashion Industry in Taiwan Today
Today, the ready-to-wear segment of luxury brands in growing globally in general and in many Asian nations such as Taiwan in particular. To determine the current state of affairs and the potential for the future in this sector, this paper provides a definition of the context of designer ready-to-wear, including a discussion concerning how it works in the fashion industry and what brands exist in this area. In addition, an examination of how stores are designed to attract the target customers for this sector including three major luxury ready-to-wear designer brands in Taiwan is followed by an analysis of representative advertisement and branding initiatives for these brands and Taiwanese consumer attitudes concerning these brands. Finally, an assessment concerning the target market for the ready-to-wear luxury fashion industry in Taiwan, including relevant demographics and current consumer preferences, is followed by a summary of the research and important findings concerning the ready-to-wear fashion industry in Taiwan in the conclusion.
Review and Analysis
Context of Designer Ready-to-Wear Market
The ready-to-wear luxury fashion industry is unique because it depends on marketing and promotion to sell products to a specific target market (Nguyen, 2004). Because of the highly guarded proprietary nature of the ready-to-wear luxury goods industry today, it is likewise difficult to locate relevant and timely information (Nguyen, 2004). Despite these constraints, what is known for certain is that the ready-to-wear luxury goods industry is "Very fascinating and the products themselves signify prestige and status. The apparel industry exists in a very competitive environment where companies need to adopt new technologies in order to improve profitability and lower costs" (Nguyen, 2004, para. 3). In some cases, companies competing in this industry are able to operate as both manufacturers at the wholesale level as well as retailers, or as both (Nguyen, 2004). In this regard, Nguyen adds that, "An example of this is the Gap Corporation who manufactures their own products to sell in their stores. Apparel manufacturers have the option of selling their products under their own label or under private-labels" (2004, para. 4).
At the global level, the context of the ready-to-wear luxury fashion industry involves an intricate international network of companies that...
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