探討臺灣實體服飾品牌的數位轉型發展策略

Abstract

研究旨在探討臺灣實體服飾品牌在數位轉型浪潮下的發展策略，透過深度訪談的質性研究方法，分析三家傳統服飾企業的數位轉型歷程與策略。研究動機源於電子商務的迅速發展及消費者行為的顯著變化，使得傳統實體服飾品牌面臨市場競爭壓力增加，促使企業積極推動線上線下全通路融合，以提升顧客體驗並增強品牌競爭力。研究發現，數位轉型過程涵蓋通路整合、內部資訊系統更新、組織結構調整及數位人才培育等多個面向，企業領導層的前瞻視野與堅定承諾對轉型成效至關重要。此外，個案公司依據自身資源及市場定位，採取漸進式試點推動、積極全面佈局或雙品牌模式等差異化策略。研究結果顯示，雖然短期內成效存在差異，但整體而言數位轉型策略明顯提升企業長期競爭力，提供服飾產業數位轉型的策略性參考。

This study aims to explore the development strategies of brick-and-mortar fashion brands in Taiwan under the wave of digital transformation, employing qualitative in-depth interviews to analyze the digital transformation journeys and strategies of three traditional fashion retailers. The research motivation arises from the rapid growth of e-commerce and significant shifts in consumer behavior, increasing market competition pressures for traditional brick-and-mortar fashion brands, prompting businesses to actively promote the integration of online and offline channels to enhance customer experiences and brand competitiveness.The findings indicate that the digital transformation process encompasses multiple aspects, including channel integration, internal IT system upgrades, organizational restructuring, and digital talent cultivation. The visionary perspective and firm commitment of senior management are crucial for successful transformation. Moreover, based on their resources and market positioning, the case companies adopted differentiated strategies, such as incremental pilot implementations, aggressive comprehensive deployments, or dual-brand models. Although short-term results varied among the cases, overall, digital transformation strategies significantly enhanced long-term competitiveness, providing strategic insights for the digital transformation of the fashion industry.