|摘要: || 品牌是企業的商標，代表了企業或商品給人的形象。尤其是對全球化的企業而言，要如何讓自有品牌順利在當地拓展，除了暸解當地的文化、習慣，訂定因應的行銷策略外，如果在這之前，自己的品牌已有相當的知名度，其進入障礙也會相對降低。|
然而隨著全球化腳步的加快，日本的纖維／流行產業也意識到了品牌的重要性，而積極地開始了擴展品牌的動作。並且以東京為流行的發源地，在2005年舉辦了第一場「日本Fashion Week in 東京」，並結合了媒體等，讓日本設計師及品牌能邁向國際化。顯示了企業與政府對流行業界的重視。
Brand is the company’s trademark, which means the image of a company or a product. Especially for the global companies, how to make their brand could be expanded successfully, besides to understand local culture and custom. If we can let our brand to be famous, the entry barrier will be lowered relatively.
Japanese companies in each industry had the outstanding performance at the product quality, including the brand image. But in fashion industry, most of the luxury brand we can think of, such like LV, Hermes, Chanel, are from Europe. In fashion industry, Japanese companies develop their brand awareness in most to Asia area. The reasons are: first, the history of Japanese fashion industry is younger than Europe. Europe always attaches importance to develop the industry of textile/fashion industry very much, so they have the first-mover advantage at this industry. Second, Japan receives external cultural influence deep. On fashion side, Japanese consumers and sellers always think “foreign brand is better than ours.” So that’s why Japanese brand cannot be developed to around the world, or even the companies don’t intend to.
The speed of globalization is becoming faster and faster. Japanese companies of textile and fashion also understand the importance of brand, and positive start to develop their own brand. Japanese government makes TOKYO to be an origin place of fashion, in 2005, Japanese start the first collection - “Japan Fashion Week in TOKYO”. With the power of medias, Japanese designer and brand can be internationalized. We also can know that Japanese government and companies has become focused on fashion industry.
One of case studies in this thesis is “Samantha Thavasa”. This brand wants to globalize. The company is established in 1994. This young company’s brand and marketing strategies are very confident and original. The company’s position makes its brand not only famous in Japan, but also around the world. And the first overseas shop, is established in America, not near Japan.
The thesis discuses about the change of Europe and Japanese industry, how fashion industry can grow up. The case studies will discuss about the top luxury brand value of “Louis Vuitton” and Japanese “Samantha Thavasa”, their successful factors.