台灣永續時尚品牌商業模式研究—以DYCTEAM為例

Abstract

近年來，隨著全球對永續議題的重視與消費者環保意識的提升，永續時尚逐漸成為品牌發展的重要趨勢。在台灣時尚產業中，不少設計師品牌開始以「永續」作為核心價值之一，並透過布料創新、在地製造與文化敘事等方式打造差異化形象。本研究以本土永續時尚品牌 DYCTEAM 為主要個案，探討其品牌商業模式，並藉由橫向比較三個台灣設計師品牌 Wisdom、GOOPiMADE（孤僻）、oqLiq，從品牌定位、產品設計、永續實踐、商業模式與顧客經營等構面進行深入剖析。 研究方法採用個案研究法，輔以創辦人深度訪談、使用者訪談及次級資料分析，並根據 Osterwalder 所提出之價值主張圖（Value Proposition Canvas）理論架構，建構 DYCTEAM 的顧客素描與價值地圖，進行雙向適配比對。藉此分析品牌目前的核心優勢與潛在缺口，並探討其未來在永續價值傳遞與市場經營上的發展可能。 研究結果指出，DYCTEAM 在永續布料開發、會員制度與通路佈局方面展現高度優勢，與使用者的功能性與情緒性需求高度貼合。然而在品牌故事共鳴、商品資訊透明度、商品輪廓創新與參與式活動體驗等方面，仍存在進一步優化空間。最後本研究綜合分析結果，提出五項優化建議，包括：多元化品牌溝通策略、線上線下資訊整合、非銷售導向體驗設計、申請 B 型企業認證以強化國際永續認同，以及推出高識別度且價格親民的自創商品，作為品牌未來強化永續競爭力與顧客黏著度之具體方向。

In recent years, the growing emphasis on sustainability and the rise of consumer environmental awareness have accelerated the transformation of the global fashion industry. In Taiwan, designer brands are increasingly adopting sustainability as a core value through innovative textiles, localized manufacturing, and cultural storytelling to establish differentiated positioning. This study takes the local sustainable fashion brand DYCTEAM as its primary case, examining the alignment between its brand value propositions and customer needs. Through a horizontal comparison with three other representative Taiwanese designer brands—Wisdom, GOOPiMADE (GooPi), and oqLiq—the research analyzes five key dimensions: brand positioning, product design, sustainable practices, business models, and customer engagement. The research adopts a case study approach, incorporating in-depth interviews with DYCTEAM’s co-founders and users, along with secondary data analysis. Utilizing Osterwalder’s Value Proposition Canvas as the analytical framework, the study constructs a customer profile and value map for DYCTEAM to assess the degree of fit between its current offerings and customer expectations. The analysis aims to identify DYCTEAM’s competitive strengths and areas for improvement in value delivery and brand communication. Findings indicate that DYCTEAM demonstrates strong alignment with customers' functional and emotional needs in areas such as sustainable fabric development, membership loyalty programs, and physical retail presence. However, gaps remain in storytelling resonance, product information transparency, silhouette innovation, and participatory brand experiences. Based on these insights, the study proposes five strategic recommendations: (1) diversify communication strategies to enhance brand narrative resonance, (2) integrate online and offline shopping information to optimize customer decision-making, (3) design non-sales-oriented interactive brand experiences, (4) pursue B Corporation certification to enhance global credibility in sustainability, and (5) develop highly recognizable, affordable signature products to lower the entry barrier and foster long-term consumer engagement.