傳統和快時尚眼鏡產業商業模式比較之探討

Abstract

台灣地區的眼鏡產業發展至今已超過40年。網際網路和科技產品越來越普及後，近視的人越來越多，眼鏡產品的需求也隨之上升。然而，眼鏡也逐漸從一項功能性的醫療器材轉變成一項展現自我品味的配件，眼鏡公司的營運模式也逐趨向快時尚產業的概念，以快速、便宜、設計為主要訴求，大幅改變了消費者對於眼鏡的購買流程，也成功將眼鏡變成一種時尚產品。本研究以四家眼鏡公司作為個案研究對象，分別為代表傳統眼鏡產業的寶島眼鏡公司和小林眼鏡公司以及代表快時尚眼鏡產業的OWNDAYS眼鏡公司和JINS眼鏡公司，以這四家眼鏡公司比較傳統眼鏡產業和快時尚眼鏡產業的商業模式，並藉此探討傳統眼鏡產業在面對快時尚眼鏡產業的衝擊下可採取的應對方式和策略改變，以鞏固其在市場的定位。

The eyewear industry in the Taiwan region has been developing for more than 40 years. As the internet and technology devices have become more and more prevalent, those suffering from myopia have also increased, as has the demand for eyewear products. However, eyewear products have gradually transformed from functional medical devices to accessories used to display individual taste, and eyewear companies have started to adopt concepts from the fast fashion industry, providing fast, cheap, and design-heavy products that greatly changed consumer purchase processes and turning eyewear into fashion items. This study examines four eyewear companies, including two traditional eyewear companies Formosa Optical and Kobayashi, and two fast fashion eyewear companies OWNDAYS and JINS. These case studies are used to compare the business models of traditional and fast fashion eyewear companies, and explore response measures and strategic changes traditional eyewear companies should make in the face of competition from the fast fashion sector to consolidate their market positioning.