| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 94 === Despite of global economic depression, the luxury-goods industry has been thriving in the recent years. Luxury brands build brand images such as fashion, classy, and elegance. In this mature market, especially under the domination of 4 major luxury products groups , it is very difficult for a new luxury brand to survive as a late entry.
In this paper, based on First-Mover Advantage Theories(Schnaars, 1986; Lieberman and Montgomery, 1988…etc) and the New Business Model(Hamel, 2000), we develop a structural model to discuss how could a new luxury brand succeed competing with existing brands and go international. Shawnyï, a new French-Taiwanese luxury brand, is taken as our study case.
Several important findings are as following:
1. No first-mover advantage is found in luxury-goods industry. What make a successful luxury brand should be business activities such as creative concept of designer and efforts on managing brands.
2. First-movers in luxury-goods industry benefit from their long-history brand images, their new designers also bring their brands new images from time to time to lead the fashion.
3. Fashion industry moves from Europe, through America, into Asia, in the meanwhile melts new concepts and creativity.
4. New luxury brands could reach global market by merging with luxury products groups.
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