| Summary: | 碩士 === 中原大學 === 室內設計研究所 === 107 === The textile industry in Taiwan, which has stakeholders with an enormous amount of skill and experience, experienced a downfall because of the rising costs of manual labor and adverse economic circumstances. However, in the past few years, the Ministry of Economic Affairs has considered the experience of manufacturing textile products as an advantage and started promoting the plan of creating Taiwanese brands. Due to the rise of the new retail era and the changes in customers’ shopping behavior and psychology in Taiwan, both online stores and physical stores have been encountering difficulties. Most of the clothing brands in Taiwan are in their initial phase, and awareness about such brands is low in the general public. Therefore, the aim of this thesis is to discuss whether it is suitable for Taiwanese clothing brands to apply new retail concepts and techniques and to analyze the relationship between brand positioning and new retail concepts. To enhance brand identification and awareness and to make customers experience the core spirit of a brand, the atmosphere of the concept store was designed based on brand image. The Taiwanese clothing brand if&n was considered as an example and a literature review, site investigations, brand research, and design operation were conducted. This thesis discussed new methods of designing a business model for if&n. This thesis arrived at the following conclusions: 1) the space experience of if&n’s brand story and 2) the relationship of if&n and new retail concept. Through the above two conclusions, the results are to lead customers’ identify the brand concept and experience new methods of approaching the shopping model.
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