台灣時尚產業的市場，從OEM轉型產銷合一，自創品牌，到國際品牌代理，到外商設立分公司自營品牌，二十幾年來，變化很大，競爭也日益劇烈。在紛亂的過程中，很多品牌從市場逐漸淡出，包含不少知名設計師品牌以及進口代理商，新生代品牌崛起又殞落，如同浪花般的前仆後繼。地球村的時代，來自歐美的時尚品牌在亞洲區插旗，而大中華區則以台灣為前哨站。這些品牌的國際發展策略替市場帶來了更多的選擇，近三四年，國外的平價品牌大舉進駐，這一次的衝擊來自於消費者對於品牌認知的改變。
本研究主要是探討以雲端科技的運用，來協助時尚產業的管理者，以創新的方式取代傳統的土法煉鋼，因為企業與品牌最終也最長效的競爭力必須來自於營運管理的創新，不僅僅是商品力，在現階段，網際網路以及智慧型載具覆蓋率如此高的時代，最重要的部分是如何掌握及運用雲端科技，在消費者跟銷售端之間建構出緊密的溝通網絡，從企業文化、品牌故事、商品特性、功能、核心價值，一直到美學搭配及促銷方法，如果這些資訊在銷售的過程裡，十分完整流暢的傳輸給顧客，即是品牌管理的利基點，當然，這些技術的運用可以多元發展成為數位行銷的應用，在操作中獲得大量的顧客消費資料，對於社群的經營更加準確，這些都是平價時尚目前還未涉足的領域，如果品牌經營者能夠優化及提升，平價時尚不盡然能夠取得絕對的優勢。E fashion的研究，著重在銷售，產品及消費者三個軸線上，創造堅實緊密的互動，無論是在銷售過程的優化，人員的培訓，還是消費者端的分析與管理，主要是能夠讓品牌透過創新經營，擁有差異化的競爭優勢，建立出一個不容易被超越的門檻。
關鍵字：快速時尚、創新經營、雲端科技、雲端時尚、典範轉移

In these twenty years, the Taiwan fashion market varied greatly, from OEM, integrated production and marketing, self-brand to international brand agency; hence, the competition becomes drastic. During this chaotic process of the market, many brands gradually fade out, including many famous designer brands and import agencies, and new generation brands came out and went away, like the falling and rising of ocean tide. In the age of earth village, many European and American fashion brands march to Asia area, in which Taiwan acts as a sentry post of the Great China area. The international development strategies of these brands bring more choices. Especially in these three or four years, considerable fast fashion brands enter local market, which impacts to change the brand cognition of consumers.
This research mainly investigates the utilization of cloud technology to assist the managers of fashion industries in innovative ways, since the most effective and final competitive ability is originated from the creation of operational management, not only the product ability. In modern era of Internet and smart devices in so high coverage, the most important is how to control and utilize cloud technology to establish among consumers and salespersons a tight communication network from enterprise culture, brand story, product characteristics, function, core values, to visual matching and promotion methodology. If these kinds of information can be completely and fluently transferred to customers during selling process, such is a Niche of brand management. Of course, the usage these techniques can be multi-variately developed to be the applications of digital marketing, to acquire vast data of customer consumption along operation, then to get more accurate community management. All these areas are not touched by fast fashions, who will not possibly take absolute advantage if brand manager can get optimization and improvement. The research of E-fashion focuses on three dimensions: selling, product and consumers, to generate more concrete and tight interaction. No matter whether it is the optimization of selling process, the training of staffs, or the analysis and management of consumers, our study aims to build an un-overtaken threshold by innovative operation to get a differential competition advantage.
Keywords: fast fashion , innovative management, cloud technology, e-fashion, paradigm shifting

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