NUBRA®隱形胸罩：品牌振興商業計畫

Abstract

NuBra®台灣絕世好波成立品牌已十五年，品牌源自於美國Bragel International Inc.。2002年台灣絕世好波與美國同步上市擁有商品專利名為NuBra®的隱形胸罩，並於同年創立同名品牌。 自2002年創立以來，NuBra®以「黏膠式胸罩」為內衣界最新新型發明取得專利，產品黏膠乃通過美國藥物管理局(FDA)認證與日本生命科學研究院(LSL)檢測合格，為醫學美容用膠，保證安全不傷肌膚，為傳統內衣的思維帶來了前所未有的創新與突破，為近世代最新的內衣發明。 雖然NuBra®一上市帶來熱銷，但品牌與產品皆有生命週期，從2016年NuBra®台灣開始走下波, 除了台灣大環境經濟影響之外, 仿冒商的低成本低售價打擊屬於高單價的NuBra®品牌。此外， 隨著電商起飛，人們的購物習慣改變, 使得從傳統實體通路起家的NuBra業績遭受影響下滑，種種的原因影響，使得NuBra®台灣絕世好波開始虧損。 NuBra®畢竟還是具有知名度的品牌，產品的強項與品牌的影響力仍然強大，因此論文希望透過各種商業工具分析檢討、各種現今未來趨勢，重新檢視品牌弱點， 希望重新拉起品牌，繼續下一個15年。

NuBra® Taiwan絕世好波has established its brand for fifteen years and the brand originates from Bragel International Inc. of the United States. In 2002, NuBra® Taiwan and the United States introduced the patented adhesive bra called NuBra®. Since it’s launched in 2002, it has been patented with the latest technology invention “Adhesive Bra”, which is certified by the US Federal Drug Administration (FDA) and the Japan Life Science Research Institute (LSL) as a medical adhesive. To ensure safety without damaging the skin, it brings unprecedented innovation and breakthrough to the thinking of traditional underwear and invented as the latest lingerie for the modern generation. Although NuBra® attracted huge attention and amazing result since it launched; both the brand and the product have a life cycle. Starting from 2016, NuBra® Taiwan started to financial loss not only because of Taiwan’s economic impact; counterfeit merchants’ low-cost, low-priced products are also fighting against the high-priced of NuBra®. In addition, as e-commerce took off, people's shopping habits changed, and the performance of NuBra, which started from the traditional physical stores have suffered a decline. Depended on various reasons that have caused NuBra® Taiwan' started to losing money. After all, NuBra® is still a well-known brand. The strengths of the product and the influence of the brand are still strong. Therefore, this paper hopes to analyze the problems through a variety of business management tools in order to revisit the brand weaknesses, also adding various current trends in the future and hope to re-raise the brand and continue to the next 15 years.