臺灣的紡織成衣業自1960年代始風光了近30年，商業模式以代工外銷為主。本個案主角承接父親紡織成衣的企業，卻將成衣代工轉型為品牌經營，在眾多的成衣種類中選定機能褲為主要產品，建立自有品牌。但「創業維艱」無非是所有創業者的心聲，再加上品牌經營，創業之路勢必更加艱辛。個案主角深知成衣產業是一個競爭激烈的紅海市場，為了做出品牌差異化，個案主角建立免費寄送到府試穿服務，過程中顧客無須負擔運費。在擴展品牌方面，個案主角嘗試了許多行銷活動：初期委託行銷公司建立官網、導入搜尋引擎最佳化行銷模式、臉書投放廣告；後續除了參與群眾募資平台的集資活動，並將線上電子商務結合線下實體店面以增加產品曝光度，以及將自家的褲子與經營襯衫的另一家公司進行策略聯盟，積極提升品牌知名度，企圖將營收最大化以維持公司營運。但不論何種行銷活動，個案主角總是充滿未達全面綜效之感。
本論文為哈佛教學式個案，前半部為個案本文，包含紡織成衣產業簡介，並闡述個案主角從2016年創立公司至2020年間的公司經營、品牌管理與經歷過的種種行銷活動。接著針對個案本文，從群眾募資、服務創新、虛實整合、策略聯盟等四大理論基礎對個案公司有深入的分析與探討，並給予個案公司相關建議，以期產業面與學術面皆有所穫。本論文後半部以教學手冊撰述方式呈現，得以讓授課老師對EMBA或MBA的管理研究與企管相關系所之學生予以深入淺出的個案教學，於課程前要求學生預先閱讀個案本文並思考設定問題，個案教學時老師提出不同角度觀點並引導學生將理論與實際的企業運作、品牌經營與行銷活動相結合，達成哈佛個案教學之目的。

Taiwan's textile and garment industry has flourished for nearly 30 years since the 1960s, and its business model is mainly OEM export. The case of this thesis, the protagonist took over his father's textile and garment enterprise but transformed the garment OEM into a brand management. The protagonist of this case knows that the garment industry is a highly competitive Red Ocean market. In order to differentiate the brand, the protagonist of the case has established a free delivery service to the home to try on, and the customer does not have to bear the shipping fee among the process. In terms of brand expansion, the protagonist of the case tried many marketing activities: initially commissioned a marketing company to build an official website, introduced a search engine optimization marketing model, and placed advertisements on Facebook; in addition to participate in crowdfunding platform fundraising activities, online-merged-offline based e-commerce to increase product exposure, and strategic alliance of its own pants with another company majors in shirts, actively enhance brand awareness, trying to maximize revenue to maintain company operations. However, regardless which marketing campaign, the protagonist of the case always concerns about not achieving full synergy.
This thesis type belongs to the Harvard case-study. The first half of thesis includes a brief introduction to the textile and garment industry, and expounds the company management, brand management and various marketing activities experienced by the protagonist of the case from the establishment of the company from 2016 to 2020. According to the case introduction, from four theoretical foundations of crowdfunding, service innovation, online-merged-offline, and strategic alliance, the case company has an in-depth analysis and discussion, and relevant suggestions are given to the case company. The second half of this thesis is presented in the form of a teaching manual, which allows teachers to teach the EMBA or MBA students who major in the management research and business management relations. Prior to class, students are requested to read the case of thesis then prepare for targeted questions. At class, teachers teach from different perspectives and guide students to combine theory with practical business operations, brand management and marketing activities to achieve the purpose of Harvard case-study.

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