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研究生： 李晶晶
Lee, Crystal
論文名稱： Elizabeth-時尚童裝品牌創業計畫
Elizabeth-Children’s Fashion Brand Business Plan
指導教授： 何小台
Ho, Chester
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 43
中文關鍵詞： 時尚童裝 、時尚 、創業計畫
外文關鍵詞： Children’s Fashion, Fashion, Business Plan
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    • Elizabeth is an apparel company that is built around the concept of creating a collection of unique children’s apparel that encourages self-expression. The company was founded in January 2016. Their principal office is located in Taipei, Taiwan. The brand was initially created on the foundation of the Fairyware Couture collection. Each dress in the collection is delicately handmade taking over 4 hours of labor. Demand continued to increase for the collection leading the brand to venture into Ready to Wear and Accessories. Elizabeth had successfully found a demand in the children’s wear market.
    Elizabeth currently has a total of three different collections with more on the way. The first collection launched in May 2016 through the retail channel of a pop up store. The launch was an extreme success with most of the inventory being depleted within the first week. In addition to several large press publications promoting the brand and the new collection for several weeks leading up to the opening and for several weeks after.

    1. General Company Description 1
    1.1. Mission 1
    1.2. Objectives 1
    2. Company Summary 2
    2.1. History and Background 2
    2.2. About 2
    2.2.1. Brand Name 2
    2.2.2. Brand Logo 4
    2.2.3. Brand Slogan 5
    2.3. Company Culture 5
    3. Products Overview 7
    3.1. Product 7
    3.2. Packaging 11
    4. Market Analysis 15
    4.1. Market Survey Introduction 15
    4.1.1. Survey Attributes 15
    4.1.2. Survey Questions 15
    4.2. Survey Outcome and Indicators 17
    4.2.1. Sampling: 88 Participants 18
    4.2.2. Survey Results-Pricing 18
    4.3. Market Size 22
    4.4. Market Trend 23
    4.5. Market Needs 23
    4.6. Target Market 24
    4.7. Competition and Key Competencies 24
    4.8. Perceptual Map 25
    5. Marketing Strategies and Sales Plan 27
    5.1. Pricing Strategy 27
    5.2. Promotion 27
    5.3. Place 27
    5.3.1. Development Requirements 28
    6. Operational Plan 30
    6.1. Phase I 30
    6.2. Phase II 30
    6.3. Phase III 30
    7. Financials 31
    7.1. Initial Product Offering and Pricing 31
    7.2. Financial Plan 31
    7.3. Break Even Analysis 32
    7.4. Projected Profit and Loss 32
    8. References 43

    1. http://www.enphants.com/html/about_bus.php
    2. http://www.taipeitimes.com/News/taiwan/archives/2016/05/16/2003646390
    3. http://www.just-style.com/market-research/apparel-retail-in-taiwan_id226427.aspx
    4. https://vulcanpost.com/4278/something-bizarre-is-happening-east-asians-are-having-lesser-babies/
    5. http://www.chinatimes.com/newspapers/20150616000400-260207

    6. Jung-Fang Liu, 2013, College of Management National Sun Yat-Sen University Master Thesis – The Brand mold and sustaining – A case of Les Enphants O Bran

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