Where should MIT go?—Through the case of Lativ removing the Country of Origin label

• Main Authors: Yi-Yun Li, 李宜芸
• Other Authors: 黃佩鈺
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/46404981369792675291

碩士 === 國立臺灣大學 === 新聞研究所 === 101 === In early February, 2012, Lativ, an online clothing brand having boasted of its MIT goods, removed the country of origin markon its shopping website. This change aroused heated controversy among consumers and the media. Both blamed Lativ for breaking it brand commitment. Many have claimedthat they refuseto purchase from Lativ. However, more attention should be paid to the fact behind the controversy: Taiwan’s garment and apparel industry has been declining for decades. Based on Lativ’s case, this report attempts to explore the possibility to reserve OEM in Taiwan, and the definition of the role of MIT in the industry,aiming to draw a possible future for Taiwan’s garment and apparel industry. This report first reconstructs Lativ’s case in 2012 and depicts the development of the garment and apparel industry in Taiwan. The reporter asserts that this industry should not insist on mass production anymore. Both OEM background and the shortage of talents in Taiwan have already hindered the upgrading of the industry. Instead, a transformation from traditional mass production to small quantity production and trail production is needed. Through these two measures, fashion designers can not only polish design techniques but also improve their innovation ability. Since 2011, Taiwan Textile Federation has established “Fashion Institute of Taipei,”“Design Atelier/ Apparel,” and “Apparel Pilot Workshop” for fashion designers and future upgrading; however, there are still rooms for improvement. The future of Taiwan’s garment and apparel industry relies on the cooperation of all related industries, governmentalbureaus, and academic researchers.