休閒服飾之品牌權益分析—以Roots為例

Abstract

休閒服飾為現今消費者喜愛的一種新時尚，它類似運動時的輕時尚，又像是適合平日穿著的好選項。而休閒服飾產業近年來的新突破為快時尚，他們除了擁有休閒的風格，又不失時尚的品格，更是主張一波一波的流行，深受消費者喜愛。除了快時尚，平價服飾與網路服飾品牌的出現，也使經典休閒品牌面臨極大的挑戰。 本研究以休閒服飾品牌Roots為例，探討其應如何在高度競爭的市場中提振品牌、穩固自己的地位。本論文藉由個案研究法，透過品牌權益金字塔與品牌心智圖等理論模型、結合顧客與品牌管理階層的深度訪談，分析牌Roots品牌發展上的優缺點，並針對品牌困境與挑戰提出改善方針。

Casual wear has become a trendy dressing style in recent decades. Casual clothing appeals to customers owing to its relaxed and fashionable properties, making it a suitable option for everyday wear. Nowadays, the competition in the casual clothing industry has become much more intense. With the emergence of fast fashion and online apparel stores, the classic brands in the field has faced daunting challenges. Roots, one of the major casual clothing brands, has also encountered such a hardship with sales dropping and brand equity declining. In response to the challenges, this study attempts to investigate the case of Roots, aiming to provide brand strategies for it to win back and secure its position in the highly competitive market. Specifically, case study method was employed to examine the current status of Roots by utilizing Brand Equity Pyramid and Brand Mental Map analyses. Manager and customer in-depth interviews were also conducted to provide detailed insights for brand improvements. Implications for brand strategies, limitations, and future research directions are then discussed.