| Summary: | 碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 103 === As fast-fashion brand wantonly entered the consumer market in Taiwan, the conception of "fashion for everybody" and "luxury sedan" from consumer phenomenon of fast fashion starts to rise in consumer environment, not only changing shopping pattern in industries, but also influencing different consumer class. However, the consumer phenomenon of fast fashion is expanding to market of all kinds of industry, each industry and brand is producing more “affordable luxury” goods for meeting the new needs and new poor porty, also copying business model of fast fashion company for making more opportunities in market.
This study is based on consumer phenomenon of fast fashion to analyze the characteristic and to discuss how dose consumer phenomenon of fast fashion show on outside of fashion industry in performing arts agents’ behavior by in-depth interviews of qualitative research. After a comprehensive analysis, the consumer phenomenon of fast fashion is defined by "market position", "consumers type", "consumer attitudes" and " desires control", responded and linked by "branding position", "consumer level", "product and price" and "consumer identity" from performing arts agents’ behavior. Moreover, this study discovered and reflected the association between consumer phenomenon of fast fashion and cross-industry for market in Taiwan.
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