請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/89108完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 曹承礎 | zh_TW |
| dc.contributor.advisor | Timothy Chou | en |
| dc.contributor.author | 白莎莎 | zh_TW |
| dc.contributor.author | Elisabeth Kreitschmann | en |
| dc.date.accessioned | 2023-08-16T17:10:03Z | - |
| dc.date.available | 2023-11-09 | - |
| dc.date.copyright | 2023-08-16 | - |
| dc.date.issued | 2023 | - |
| dc.date.submitted | 2023-08-10 | - |
| dc.identifier.citation | 10. References
A., M. (2022). What’s the Ideal Marketing Team Structure. Retrieved from https://contentwriters.com/blog/whats-the-ideal-marketing-team-structure/ Abu, F. (2019, October 1). Generation Z & The Fast Fashion Paradox. Refinery29. Retrieved from: https://www.refinery29.com/en-gb/fast-fashion-gen-z Bughin, J., Doogan, J., Vetvik, O. (2010). A new way to measure word-of-mouth marketing. McKinsey Quarterly. Retrieved from http://designdamage.com/wp-content/uploads/2009/04/A-new-way-to-measure-WOM-marketing.pdf Cadle, J., Paul, D., Turner, P., (2010). Business Strategy and Objectives. Swindon: BCS Learning & Development Limited. Retrieved from Retrieved from Cannone, G. (n.d.). Second-hand business Growth: Vintage Today. Fashion Technology Accelerator. Retrieved from: https://www.ftaccelerator.it/blog/second-hand-business-vintage/ Chaffey, D., Ellis-Chadwick, F., Johnston, K., Mayer, R. (2006). The Internet micro-environment: Customer persona and scenario analysis. Internet Marketing (75-76). Retrieved from https://www.proquest.com/books/internet-marketing/docview/2135687122/se-2 Chen, Cathaleen (2023). Shopping Events Are Back. Here is How to Make the Most of Them. The Business of Fashion. Retrieved from: Shopping Events Are Back. Here’s How to Make the Most of Them | BoF (businessoffashion.com) ContactTAIWAN (2023, 04 22). What Is the Average Conversion Rate for Style and Fashion Websites? Retrieved from https://lp.littledata.io/average/ecommerce-conversion-rate-(all-devices)/Style-and-fashion-websites De Young, J. (2018, 02 01). How to Research Fashion. Fashion History Timeline. Retrieved from https://fashionhistory.fitnyc.edu/how-to-research-fashion/ Egan, Colleen (2021, 06 03). Break-Even Point Formula and Analysis: How to Calculate BEP for Your Business. Retrieved from https://squareup.com/us/en/the-bottom-line/managing-your-finances/how-to-calculate-break-even-point-analysis English, B. (2013). A Cultural History of Fashion in the 20th and 21st centuries: From Catwalk to Sidewalk. London: Bloomsbury. Fitzpatrick, Rob (2013). The Mom Test: How to talk to customers and learn if your business is a good idea when everybody is lying to you. Robfitz Ltd. Retrieved from: https://manuelohan.com/wp-content/uploads/2017/05/The-Mom-Test-en.pdf Gu, Erde (2023). Tackling the growing income gap in Taiwan. Retrieved from: https://www.thinkchina.sg/tackling-growing-income-gap-taiwan#:~:text=Second%2C%20the%20authorities%20announced%20that,more%20than%20the%20previous%20year. Have, A. (2021, 02 02). The difference between vintage and second hand. Vintageinformation. Retrieved from https://www.vintageinformation.com/post/the-difference-between-vintage-and-second-hand Kaur, S. (2022, 06 07). An Insider’s Guide to Thrifting in Taipei, Taiwan. HiveLife. Retrieved from: https://hivelife.com/thrifting-in-taipei/ Littledata (2022, 09 28). What Is the Average Conversion Rate for Style and Fashion Websites? Retrieved from https://lp.littledata.io/average/ecommerce-conversion-rate-(all-devices)/Style-and-fashion-websites Morris, Malique (2023). How Brands Make Community More Than a Buzzword. The Business of Fashion. Retrieved from: https://www.businessoffashion.com/articles/marketing-pr/how-beauty-brands-build-community/ Oxford College of Marketing. (n.d.). Understanding the 7 Ps of the Marketing Mix. Retrieved from https://blog.oxfordcollegeofmarketing.com/2020/10/08/understanding-the-7ps-of-the-marketing-mix/ Porter, Michael E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review. https://www.proquest.com/books/01-business-strategy-objectives/docview/619741417/se-2 Roopa S., Rani M. (2012). Questionnaire Designing for a Survey. The Journal of Indian Orthodontic Society, 46(4), 273-277. Retrieved from: https://journals.sagepub.com/doi/pdf/10.5005/jp-journals-10021-1104 Rosalind, J. (2020, 09 27). A Brief History of Paris Fashion Week. British Vogue. Retrieved from https://www.vogue.co.uk/fashion/article/article/history-of-paris-fashion-week Sherman, Lauren (2017). Community is Core to Next-Gen Brands. The Business of Fashion. Retrieved from: https://www.businessoffashion.com/articles/news-analysis/community-driven-brands/ Statista (2023). Apparel – Taiwan. Retrieved from https://www.statista.com/outlook/dmo/ecommerce/fashion/apparel/taiwan Steele, V. (2019). Paris, Capital of Fashion. Retrieved from https://www.bloomsbury.com/us/paris-capital-of-fashion-9781350102965/#:~:text=Description,the%20author%20of%20the%20acclaimed The Business Research Company (2023). Apparel Global Market Report 2023. Retrieved from: Apparel Market Size, Trends and Global Forecast To 2032 (thebusinessresearchcompany.com) ThredUp. (2023). Resale Report 2023. Retrieved from: https://cf-assets-tup.thredup.com/resale_report/2023/thredUP_2023_Resale_Report_FINAL.pdf | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/89108 | - |
| dc.description.abstract | None | zh_TW |
| dc.description.abstract | Libelle's Business Concept is a vintage marketplace, focusing on providing a clean, uncluttered selection of fashionable, trendy and timeless vintage and second-hand apparel from Europe, aiming to create a seamless shopping experience that offers the same convenience and sorted selection that fast fashion retailers offer, however, in a sustainable and unique fashion. After conducting market and competitor analysis plus consumer research, I could identify a market gap within the reselling industry in Taiwan focusing on providing the desired costumer experience, which is not yet available on the market: helping the consumer to find unique products paired with affordable pricing. Libelle provide exactly that. One of the most crucial parts of the business will be the supplying side. Most competitors source via a C2B model. Libelle is planning to source in the very beginning through whole selling companies and own sourcing, but later creating a marketplace for secondhand and vintage stores, avoiding C2B, to provide a clean and uncluttered experience to consumers. This will be marketed through a community approach, creating traction on social media, while bringing the customer deep into the eco-system and driving a “customer-first” approach. Projections were done until year 5 (starting from 2024 as year 1), showing that libelle would need to hire in total 12 people by 2028 and breaking even in year 4.
There are many uncertainties and risks ahead giving the high volatility not only of the global fashion industry, but of the global economy. At the same time, there are many future opportunities ahead, which are just touched at the end of the thesis like creating an offline store, a network of refurbishment partners, utilizing the rise of generative AI, making libelle my own personal vision to change the way we consume fashion. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2023-08-16T17:10:03Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2023-08-16T17:10:03Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | Table of Content
Acknowledgments i Executive Summary ii Table of Content iii List of Tables v List of Figures vi 1. Introduction 1 1.1 Background and motivation 1 2. Business Description 3 2.2 Business Concept 3 2.3 Vision statement 3 2.4 Mission statement 3 3. Market Research 4 3.1 History of Fashion in Europe 4 3.2 Market analysis of Taiwan 5 3.3 Competitor analysis 6 3.4 Porter’s 5 forces 9 3.5 SWOT Analysis 13 4. Consumer Research: 16 4.1 Data Collection Description - Survey 16 4.2 Research Findings - Survey 16 4.3 Data collection description - Interviews 28 4.4 Research results - Interviews 29 5. Business Description of Products & Services 32 5.1 Product (APP & website) 32 5.2 Business Model Canvas 32 5.3 Value proposition 36 6. Marketing Strategy: 37 6.1 The 7 P’s of Marketing 37 6.2 Community & Social 39 7. Organisation & Management 41 7.1 Organizational Chart 41 8. Financial Projection 44 8.1 Financial Assumptions & Revenue Model 44 8.2 Start-up costs 45 8.3 Future projection – Break even analysis 46 9. Uncertainty Risks: macroeconomic challenges 48 10. Future Plans 49 10.1 Investment 49 10.2 Offline store: 50 10.3 Refurbishment service: 50 10.4 Expanding to other regions: 51 10.5 Generative AI and how it can be applied to libelle: 51 11. References 52 12. Appendixes 56 | - |
| dc.language.iso | en | - |
| dc.subject | 時尚 | zh_TW |
| dc.subject | 歐洲 | zh_TW |
| dc.subject | 永續 | zh_TW |
| dc.subject | 開創 | zh_TW |
| dc.subject | Sustainable | en |
| dc.subject | Secondhand | en |
| dc.subject | Vintage | en |
| dc.subject | Start up | en |
| dc.subject | Fashion | en |
| dc.subject | Europe | en |
| dc.title | 在台灣開創歐洲古著時尚的品牌 | zh_TW |
| dc.title | Libelle: Creating a European Vintage Fashion Start-Up in Taiwan | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 111-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 陳建錦;林俊叡 | zh_TW |
| dc.contributor.oralexamcommittee | Chien Chin Chen;Raymund Lin | en |
| dc.subject.keyword | 時尚,開創,永續,歐洲, | zh_TW |
| dc.subject.keyword | Fashion,Start up,Sustainable,Secondhand,Vintage,Europe, | en |
| dc.relation.page | 77 | - |
| dc.identifier.doi | 10.6342/NTU202302954 | - |
| dc.rights.note | 同意授權(限校園內公開) | - |
| dc.date.accepted | 2023-08-10 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 企業管理碩士專班 | - |
| dc.date.embargo-lift | 2028-08-04 | - |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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|---|---|---|---|
| ntu-111-2.pdf 未授權公開取用 | 1.38 MB | Adobe PDF | 檢視/開啟 |
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